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Social media

AI social media management for small business

AI social media management starts with a photo and a line on WhatsApp: the agent prepares a post for Instagram and Facebook, and publishes once you approve.

  • You send it a photo and a sentence on WhatsApp
  • You get a finished post, with a version for each network
  • No post is published without your approval, until you decide otherwise

Your agent is set up and supported by Shahaf Platin of Platin Digital, who builds AI agents for businesses after 12 years in websites and marketing.

  1. You ask: Prepare a post for the new soap and schedule it.
  2. Text, image and publishing
  3. The post is ready to schedule. Approve?
Illustration: how it looks, from your request to your approval

Monday, 9:15 PM

The new soap has been ready for a week, and there’s still no post about it

Ninety minutes of your evening, and comments wait until tomorrow

  1. You pick one photo out of the thirty you took, and crop it square
  2. You write the text, delete it, and write it again
  3. You post on Instagram, then paste and fix it again for Facebook
  4. At 10:45 PM the post is up
  5. At 11:10 PM someone asks in the comments "Do you ship internationally?" You’re already asleep, and she gets an answer only at noon tomorrow

One message and one approval, the same evening

  1. You send the agent one photo on WhatsApp, and write: "Prepare a post for the new soap and schedule it"
  2. It sends you a finished post: text that sounds like you, a version for Instagram and a version for Facebook, with the price from your product list
  3. Tuesday already has another post scheduled, so it suggests Wednesday at 9:00 AM. You tap "Approve", and the post is scheduled
  4. On Wednesday the post is published. Someone asks in the comments "Do you ship internationally?", and a reply based on your shipping terms is already waiting for your approval

This is the job of an AI agent for social media: preparing your business’s posts, and publishing them once you’ve approved.

In short

What an AI agent is

A digital assistant that works on your pages the way a social media manager would: you send it a photo and a sentence on WhatsApp, it prepares the post, and shows it to you before anything is published.

The work it takes on

It writes the post, prepares an image or video for it, adapts it to each network and publishes on the day and time you approved. When someone leaves you a comment or a message, it drafts a reply.

What stays with you

Telling it what’s new, and approving every post before it’s published. A complaint comes to you, and it doesn’t answer it itself.

How you start

With one thing, such as a post for every new product. First it prepares posts for products you’ve already posted about, and you compare them with the ones you wrote yourself. Only when it sounds like you does it start on new posts.

An AI agent for social media: what it does on your pages

Six examples of work a small business hands over. On each card: what you write to it, and what it does.

A new product

You write to it

"Here’s a photo of the new soap. Prepare a post for it and schedule it"

What it does
  • Finds the soap in your product list: scent, weight and price
  • Writes the post the way you write
  • Prepares a version for each network you post on
  • Sends you the post, with a suggested day and time

Images and videos

You write to it

"I don’t have a good photo of the gift set. Make something for the post"

What it does
  • Crops your photo to each network’s dimensions
  • When there’s no suitable photo, creates an image or a short video
  • Sends it to you to see before anything is published

A plan for the week

You write to it

"Every Monday, suggest what to post this week"

What it does
  • Goes through the photos and messages you’ve sent it since last time
  • Suggests posts for the week, with a day and time for each
  • What you approve goes on the schedule. What you don’t isn’t published

A sale or a holiday

You write to it

"A sale starts on Thursday: three soaps for the price of two, until Sunday"

What it does
  • Prepares two posts: one for opening day and one for the last day
  • Puts in the price and the dates exactly as you wrote them
  • Sends both for your approval

Comments and messages

You write to it

"When people ask about price or shipping, draft a reply and show me"

What it does
  • Reads the comments under your posts and the messages sent to your page
  • Drafts a reply from your product list and shipping terms
  • Sends it to you for approval, or answers alone in wording you approved in advance
  • Sends a complaint to you right away, and doesn’t answer it

Weekly summary

You write to it

"Every Friday, tell me what was posted this week and what people asked us"

What it does
  • Sends a list of the posts that went out, with a link to each
  • Tells you which questions kept coming up in comments and messages
  • Reminds you what’s still waiting for your approval

The agent can’t do all of this on every network. What’s possible on each, especially in comments and messages, is checked together on the intro call, network by network, before anyone commits.

One post, from the photo on your phone until it’s scheduled

The example from the top of the page, step by step. Say the agent has already read your posts and knows how you write, and that it has your product list: from your online store if you have one, or from a list you sent it once.

  1. You send a photo and a sentence

    Monday, 9:15 PM. You send the agent one photo of the new soap on WhatsApp, and write one sentence. No need to word it nicely, or to crop the photo.

  2. It finds the details

    The agent finds the soap in your product list, and takes from it what you didn’t write: lavender and oatmeal, 100 g, and the price. The details here are for illustration.

  3. It prepares the post

    It writes short text in the style of your earlier posts, and crops the photo to Instagram’s and Facebook’s dimensions. Each network gets its own version.

  4. The post comes to you

    You get the post on WhatsApp as it will look, with the day and time it suggests. Two buttons: approve or edit. Wrote "without the word indulgent"? It fixes it, and sends it to you again.

  5. Scheduled, then published

    You approve, and the post goes on the week’s schedule: Wednesday at 9:00 AM, on Instagram and Facebook. On Wednesday it’s published, and you get a message with a link to it. Until then you can write to the agent "hold it" or "move it to Thursday".

This is how we start: every post waits for your approval. After a few weeks of approving without corrections, you can decide that one kind of post is published without asking, for example "back in stock". It’s your decision, and you can reverse it with one message.

What happens when something goes wrong

An ordinary scheduling tool publishes what you put into it, on the day and time you set. It doesn’t know the soap sold out in the meantime, and doesn’t answer whoever asked something under the post. The agent checks before it publishes, and when something has changed it stops and asks you. Five cases from a small business’s page:

You sent a photo and wrote nothing

Ordinary scheduling toolWaits for you to write the text yourself

AI agentAsks which product it is, if that isn’t clear from the photo. It takes the rest of the details from your product list

The soap sold out after you approved the post, and before it was published

Ordinary scheduling toolThe post goes out, and anyone who wants to buy finds there’s none left

AI agentSees in your online store that the soap is sold out, holds the post and asks you: postpone, or swap in another product. No online store? Write "sold out" to it, and it holds the post

Someone asks in the comments "Do you ship internationally?"

Ordinary scheduling toolDoesn’t answer. The question waits until you open Instagram

AI agentDrafts a reply from your shipping terms, and sends it to you for approval. If you’ve decided shipping answers go out on their own, it answers itself, in the wording you approved

A customer writes under the post that her soap arrived broken

Ordinary scheduling toolThe complaint stays under the post until you notice it

AI agentDoesn’t answer her itself. Sends you the complaint right away, with a link to the post, and you decide what to reply

A sale post is scheduled for days you asked to keep quiet, such as when you’re on vacation and not shipping orders

Ordinary scheduling toolPublishes it at the set time

AI agentDoesn’t publish on days you marked in advance, and asks you which day to move the post to

An agent can get things wrong too, for example by writing an incorrect detail about a product. That’s why it takes prices and details only from your product list and doesn’t guess them, and why every post goes through you. What an agent may and may not do is covered in our article on AI agent security.

Can an agent run your business’s social media?

Six short questions about your pages. The answer appears right away, and you don’t need to leave any details.

What would you like off your plate? Pick as many as apply
How many posts would you like to publish? How many you’d like, not how many you manage today
How many networks do you post on?
What do most of your posts show?
What do people write to you in comments and messages? Pick as many as apply
Can someone send the agent a photo and a sentence when there’s something new?

Answer all the questions to see your result.

What it does on its own, and what waits for your approval

This is how we start. You decide what moves from "Prepares and asks" to "On its own", and when.

On its own

  • Sees the photos and reads the messages you send it
  • Takes details and prices from your product list
  • Prepares a post, with a version for each network, and sends it to you
  • Publishes, on the set day and time, a post you’ve already approved
  • Holds a scheduled post when it sees in the store that the product sold out, or when you write "hold it"
  • Reads comments and messages and drafts replies to them
  • Answers alone a question you’ve approved wording for in advance, such as delivery time
  • Logs everything it does

Prepares and asks

  • Every post before it’s published, until you decide otherwise
  • An image or video it created itself
  • Any other reply to a customer, in comments or messages
  • A complaint: it passes it to you right away, and doesn’t answer it
  • A change to a post that’s already published, or hiding a comment

No access

  • Your passwords and card details
  • Moving money
  • Deleting anything that can’t be restored
  • Adding or removing admins on your pages
  • Anything you didn’t ask us to connect, such as your personal profile

Approval requests reach you wherever suits you: WhatsApp, Telegram or email. One message, with the post as it will look, and the day and time. Our rule of thumb: a post that repeats in the same format and has no price in it, such as "back in stock", can be published on its own once you’re comfortable. A post with a price, a sale or a promise about the product comes to you first, unless you’ve decided otherwise.

The networks it works on, and what it works with

It works on the pages you already have. No new page is opened, and you don’t switch to different software for it. Posting on a network that isn’t listed here, such as TikTok? Message us, and we’ll check it on the intro call.

Where it posts

  • Instagram
  • Facebook
  • LinkedIn
  • X

Images and design

  • Canva
  • A photo folder in Google Drive

Store and product list

  • Shopify
  • WooCommerce
  • A product list in Google Sheets

Where you write to it

  • WhatsApp
  • Telegram
  • Email

We connect it through each network’s official connection. It gets its own permission on your pages, only for what the work needs, and it doesn’t get your password. Each network allows different things, so on the intro call we go network by network: where it posts by itself, where it replies to comments and messages, and where it only prepares and you post. If something isn’t possible on your network, we tell you before we start.

Getting started: from the first call to the first post

Five steps. Your followers see a post from the agent only at step four.

  1. Intro call

    We need you here

    Together we go through your pages: what you post, how much, and what you don’t get to. We pick one thing to start with, such as a post for every new product, and check what each network lets the agent do.

  2. Connecting

    We need you here

    You give the agent permission on your pages, and we connect it. It doesn’t get your password. The permission is its own, so you can see what it did, and it can be revoked at any time.

  3. Test on your own posts

    We need you here

    It reads posts you wrote and liked, and prepares posts of its own for products you’ve already posted about. Nothing is published. You compare with your posts, and tell it what to change.

  4. It starts working

    We need you here

    When most of the posts it prepares get through without corrections, it starts preparing new posts. Each one comes to you for approval before it’s published.

  5. Ongoing support

    We regularly go through what it published and what you corrected, and fix things when a network changes something. The next thing, such as replies to comments, is added only when the posts are getting through smoothly.

We start with one network and one thing, and add a network when the posts are getting through smoothly. The full timeline is in the questions below. What to prepare in advance is in our guide to building an AI agent for your business.

On your own in the evening, a social media manager or an AI agent

Three ways to handle social media management for a small business, in five situations:

You, in the evening

As you do today

A new product that arrived today
Gets a post when you have a free evening
The business’s voice
Yours, because you’re the one writing
A question in the comments at 11:00 PM
Answered when you open Instagram
Photography and ideas
You
What you pay
Your time, in the evenings

A social media manager or agency

A fixed monthly fee

A new product that arrived today
Gets a post according to what you agreed for the month
The business’s voice
Learned in conversations with you
A question in the comments at 11:00 PM
Answered during their working hours
Photography and ideas
They shoot and bring ideas of their own
What you pay
A monthly fee

An AI agent

We connect and support it

A new product that arrived today
You send a photo, and the post comes to you for approval
The business’s voice
Learned from posts you liked and from every correction
A question in the comments at 11:00 PM
A ready reply waits for your approval
Photography and ideas
Works from your photos, or creates an image. Doesn’t come to shoot
What you pay
A one-time setup fee and a monthly fee

If you have a social media manager or an agency, the agent can replace their routine work: writing the posts, adapting them to each network, scheduling and drafting replies. A photo shoot and a campaign that starts from a new idea stay with a person. Some businesses leave the photography and ideas with their social media manager, and hand everything else to the agent.

When it isn’t a fit

Four situations where we’ll tell you not to start, or to start with only part of it:

Nobody to send the agent a photo and a sentence

The agent doesn’t know a new soap has arrived if nobody told it. Without a photo and a sentence from you, it will write a post that suits any business in your field. You need one person in the business to send it, a minute each time.

Your page lives on videos of you talking to the camera

The agent can’t film you. On a page like that it writes the text that goes with the video, schedules it and drafts replies to comments. If filming is most of your work, it will take only a small part off your hands.

A post or two a month

That much you can prepare yourself in one evening. A setup fee and a monthly fee won’t pay off for it.

You want made-up reviews or comments

The agent doesn’t write a review in the name of a customer who doesn’t exist, and doesn’t comment as followers you don’t have. That’s lying to your customers. From a real review you received it can prepare a post, with your approval.

Frequently asked questions

Will the posts sound like me, or like AI?

Like you. Before it writes a single post, it reads posts of yours that you liked, and you tell it which words you never use. Every correction is kept: if you once deleted "indulgent", it won’t write it again. A post sounds like AI when the software was given only a topic, which is why the agent writes from your photo and your sentence. More on this in our guide to writing content with AI that sounds like you.

Does it create images and videos too?

Yes. The starting point is the photos you take, including on your phone: it crops them to each network’s dimensions, and if you have a designed template in Canva, it uses that. When there’s no suitable photo, it can create an image or a short video. Everything it creates comes to you for approval before anything is published.

Does it reply to customers in comments and messages?

On networks that allow it, yes. What each network allows is checked on the intro call. At first it drafts a reply from your product list and shipping terms, and you approve. Later you can decide that certain answers, such as price or delivery time, go out on their own in wording you approved. A complaint comes to you, and it doesn’t answer it. When most of the messages are customer questions, the right fit is an AI customer service agent.

Will it publish anything without asking me?

No. Every post comes to you as it will look, with an "Approve" button, and isn’t published until you tap it. If you decide later that one kind of post is published on its own, for example "back in stock", message us and we’ll set that up. One message cancels it.

What happens if it writes something wrong?

In the test on your own posts nothing is published, and you see everything. After that, too, every post goes through you before it’s published. It takes price, weight and ingredients from your product list, and doesn’t guess. If a wrong detail is published anyway, message it and it corrects the post, and we check what caused the mistake so it doesn’t happen again.

Who sees my photos and the messages from customers?

The photos and messages are kept on a separate cloud computer used only by your business, and aren’t mixed with other businesses’ information. To write a post or a reply, some of them pass to the AI company the agent writes with. When there’s sensitive information, we choose a company and terms under which it’s used for nothing else. On your pages the agent has its own permission, and you can revoke it at any time.

How much does social media management with an AI agent cost?

You pay once for the setup, then a monthly fee for ongoing support. There is also a charge for the services the agent uses, such as the AI company that writes and creates the images. You get an exact price in writing before we start. What the price is made up of is covered in our article How much does an AI agent for business cost.

How long until it starts working?

A first, simple thing, such as a post for every new product on one network, can be running within three days of connecting, with every post still waiting for your approval. All the networks together, with images, a weekly plan and replies to comments and messages, take one to two months, including the test on your own posts.

What’s sitting on your phone and still not posted?

Message us on WhatsApp with a link to your Instagram or Facebook page, and tell us how many posts a week you’d like. We’ll write back with which posts and replies an agent can prepare for you, and what would stay with you. No commitment.

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Shahaf Platin

Who sets up your agentShahaf Platin builds and supports AI agents for businesses at Platin Digital, with 12 years of experience in websites, marketing and digital. Platin Digital is an OpenAI Select Partner.

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