Sonny — Social Media
Using Sonny for social media the right way.
Sonny is the highest-ROI employee in most service businesses. He posts daily, coordinates across platforms, and gets better when you give him real job-site context. Here's how to get real value instead of generic posts.
What Sonny does well
- Posts daily across Facebook, Instagram, LinkedIn, X, Google My Business, and Pinterest
- Checks weather and local events — posts content that's timely and relevant to your area
- Coordinates with Penny — blog posts become social content automatically
- Uses the business description in the Brain to keep content specific to your actual services
- Creates content calendars based on seasonal patterns in your industry
The #1 mistake local businesses make
Not sending Sonny job-site photos. Sonny's images are strong, but real product/job-site photos should be used for exact equipment. Without real photos, posts default to text and stock-adjacent visuals. Send photos from the truck — job completions, equipment installs, team at work, before/afters. He incorporates them automatically.
Quick tip: Set a recurring calendar reminder to send Sonny 3–5 photos once a week. Takes 2 minutes from your phone. The quality jump in the posts is immediate.
What to put in Sonny's workspace
| Asset | Why it matters |
|---|---|
| Job-site photos | Replaces generic stock images with real work — builds trust with local followers |
| Real customer testimonials | He weaves real reviews into content naturally |
| Your own social posts (if any exist) | Teaches him your voice — even bad posts help him avoid the wrong tone |
| Seasonal context notes | "It's monsoon season in Arizona" → monsoon pool prep content |
| Service area details | He references neighborhoods, landmarks, local events — feels local, not generic |
Weekly content mix
| Post type | How often | Example |
|---|---|---|
| Educational / tip | 2–3x per week | "3 signs your pool filter needs cleaning before summer" |
| Service showcase | 1–2x per week | Photo of an equipment install with brief explainer |
| Local relevance | 1x per week | Heat advisory + pool care tips for Phoenix summers |
| Social proof / review | 1x per week | 5-star review with photo if available |
| Behind the scenes | 1x per week | Team photo, truck shot, job completion |
The prompt that works for local service businesses
Example prompt for Sonny
I run a pool service company in [Your City/Area]. We do maintenance, repairs, and equipment installs for residential and commercial customers. Our service area is [neighborhoods you cover]. I want posts that sound like a knowledgeable crew, not a marketing agency. Focus on real problems homeowners face, not generic summer tips. I send photos from job sites weekly — use them when available. Here's what makes us different: [one sentence about what sets your company apart].
What Sonny should never do
- Post about services you don't offer
- Comment on competitor businesses
- Share customer personal information
- Post political or controversial content
- Publish content without your review if you've set it that way
Best performer on the platform
Sonny posts daily for $33/mo total.
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