Mateo Salgado hasn't posted in two weeks. Plenty happened: a torn pool-cage screen, a sagging gate, scuffed walls, every job photographed on his phone. There was never a quiet hour. That silence is the job of the AI employee he hires first: Sloane, AI SMM Manager.

In a backyard under a screened pool cage at midday, Mateo in a faded navy T-shirt and a backward cap leans back with his whole weight to stretch fresh dark mesh across a panel and presses the spline in with a roller; his phone stands on a cooler lid, pointed at the finished section.
Mateo replaces a torn pool-cage screen and photographs the result.

Mateo runs Casa Lista Home Repair on his own in Tampa: one man, one van. While he is under a sink or up a ladder, nobody writes posts, and by evening he is too tired to. To someone looking him up, a feed that stopped two weeks ago looks like a shop that closed.

Sloane's whole job is that feed. Mateo hires her once, sets her up for Casa Lista, and from then on she runs it every day, without reminders.

The weeks below are an illustration in our own sample business, not a customer case.

It starts in his base

Sloane doesn't write about “a handyman in Tampa.” She writes about Casa Lista, from Mateo's base: the services he actually offers, with his descriptions and photos, the promotions he has set, the facts about his business. The real service and the real terms, word for word. If something isn't in the base, it doesn't reach a post. She doesn't invent the business. She tells the truth about it.

A feed, not a stack of identical cards

Every slot on Mateo's schedule gets its own topic: a product, a service, the story of the business, the team, how the work gets done, a useful tip, a promotion. One morning the feed shows the pool-cage screen he replaced. Another day, why he touches up scuffs with the paint the owner already has. Another, why fixing a running toilet doesn't take a renovation company.

Close up in an older couple’s living room, blinds striping the wall with light: the tip of a small brush closes a nail hole with a still-wet stroke, and at the edge of the frame a hand in a checked sleeve holds an open can of the owner’s own leftover paint.
He touches up scuffs using the owner's leftover paint.

She remembers what she has posted, too. The same service doesn't run twice in a row; his base takes turns.

His photos first

To each post she attaches the photos Mateo added to that service, up to ten: an album in Telegram, a carousel on Instagram, several photos on Facebook. A real before-and-after of his own work says more than any borrowed picture. If a service has no photo, she makes a fitting image herself. The best posts still come from his own shots, so the advice is simple: attach them to your services.

On a hardware store lot under a silver overcast sky, seen through the windshield: Sloane, the AI SMM Manager, reaches across the dashboard from the passenger seat and lays out a row of square prints, while Mateo leans into the open driver’s window with a roll of mesh on his shoulder and points at one of them.
Mateo points at one photo, and Sloane puts it first.

Tomorrow is ready tonight

Mateo sets the slots. Posts are built a day ahead, so he can open the calendar at night and read tomorrow's posts before they go out. Each post goes to every channel he connected at once: his Facebook Page, his Instagram and his Telegram channel. Morning and evening posts don't sound alike, each carries his signature and the hashtags of his trade, and promotional posts are marked #ad.

At night under a single bare bulb on his own carport, Mateo in a clean white T-shirt sits on an upturned crate and works paint out of a brush in a jar of water; his phone lies on his knee with the screen turned to him, its cool light on his face and reflected in the water.
At night, Mateo washes brushes and glances at tomorrow's posts.

Casa Lista answers in English and in Spanish, and the feed can too. Sloane writes in the language Mateo chose, and any slot can have its own: mornings in English, evenings in Spanish.

If a channel rejects a post, nothing is hidden: Mateo sees the reason next to it, and Sloane tries again.

When it can't wait

A storm goes through in the night, and pool-cage screens are torn all over the neighborhood. Mateo doesn't wait for the schedule. He taps “publish now” in his workspace, and the post about screen repair goes out ahead of every slot. Screen repair is one of his services, so the post says exactly what he offers, and nothing more.

A residential street the morning after a storm, wet asphalt catching low sun: Mateo in a yellow rain jacket pulls a torn palm frond off a pool-cage frame with one hand and presses his thumb on the phone in the other; behind him the van’s sliding door is open and one new square print hangs at the end of the cord under the white lamp.
After the storm, Mateo taps publish now for screen repair.

What Sloane never does

  • answer customers' messages and comments: those conversations belong to the administrator, the sales consultant and the support agent;
  • post a price, a promotion or a claim that isn't in the base;
  • publish to a channel that isn't connected;
  • buy ads or spend the owner's money;
  • promise reach or followers, and we don't promise them for her;
  • invent reviews, events or facts.

Hire the AI employee first

That is the order we suggest. Before you hire a person to run your social pages, hire an AI employee for the feed, and see what is left. What's left for Mateo is what should be his: the work, the photos he takes of it, and the customers who want him in person.

Setting her up is a conversation, not a screen to learn. In the ChatGPT, Claude or Gemini app you already use, you tell her how your business talks, what is coming up this season, which items are for posting and which aren't, and what you can stand behind.

See the work before you hire

Casa Lista Home Repair and Tampa Pasta House are sample businesses we run ourselves, open to anyone at smashone.us/examples. Both have an SMM Manager on staff, and both post to their Facebook, Instagram and Telegram channels. On Casa Lista's page, the SMM Manager's line is plain: it turns the job Mateo just finished into a post. Follow them for a few days and judge the feed the way your customers would.

SMASHONE CORPORATION, Florida, United States