Brief
From Noor Lindqvist, Friday, November 6Hi! The Harbor Dark launch is next week and all five posts are drafted. Can you get them ready and on the calendar? Everything comes to me for approval before it goes out. And while you're in there, please clear the inbox.
The plan
- Launch day on Microblog: The announcement. Text and the link, nothing else.
- Meet the roasters on Professional network: The crew behind it, with the roasting crew photo.
- The first cup on Photo app: The mugs photo, by the window.
- The pour on Short video app: The fifteen-second pour-over clip.
- Still time on Microblog: The reminder. Text and the link.
When
Posts go out Tuesday, November 10 to Thursday, November 12. Put each one at its network's best time in the analytics export. It's under Analytics.
Nothing posts Thursday from 12 PM to 3 PM. We're running the tasting at the Harbor Street shop and nobody will be watching replies.
Links
Every post links to https://tidewellcoffee.example/harbor-dark. Tag every link with utm_medium social, utm_campaign harbor_dark_launch and the utm_source for its network:
- Microblog
- microblog
- Professional network
- pronetwork
- Photo app
- photoapp
- Short video app
- shortvideo
Hashtags, media and alt text
Every post carries #HarborDark. Three hashtags at most: more reads as spam.
Mind each network's limits. The photo app won't take a post without an image, and the short video app needs a video.
Every image gets alt text that says what's in it. Don't start with "Image of": screen readers already say that.
Inbox
Answer questions from the FAQ below. Order problems belong to Customer care: escalate them with a note, then reply once in public to say sorry and take it to a private message. Never argue in public, and don't promise refunds. That's care's call. Spam gets hidden, never answered.
How we sound
Like a friend behind the counter: warm, short and plain. First names are fine. One exclamation point at most. Never "we apologize for any inconvenience" or "valued customer".
FAQ
- Is there a decaf Harbor Dark?
- Not yet. A decaf version arrives in January.
- Do you ship to Canada?
- Yes. Orders to Canada take 5 to 8 business days.
- How much is a bag?
- $18 for a 12 oz bag, whole bean or ground.
Tidewell Coffee is a made-up company, and everyone in it is made up too. A practice scenario, built for you.