A tour of Squawk: the ten surfaces
The ten things Squawk does: voice profiles, content library, campaigns, approval workflow, calendar, multi-channel publishing, engagement analytics, the drafting engine, team and roles, and the activity log. Source material for feature-spotlight posts.
Squawk is ten connected surfaces. Each one is a week of content on its own.
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Voice profiles. Each teammate and the company gets a profile: tone, topics they care about, example posts, and explicit anti-patterns. Drafts pull from it so the post reads like the person. Edits and rejections feed back, so the profile sharpens over time.
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Content library. Drop in blog posts, PDFs, decks, photos, videos, news articles, and links. Squawk parses each into source material, tags it by company, product, person, or theme, and makes the full text searchable.
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Campaigns. Group library items around a launch, a product, or a theme. Squawk shapes a calendar and flags what is missing: themes not covered, voices not posting, channels underused.
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Approval workflow. Drafts move through explicit states (needs review, approved, scheduled, published, rejected). Reviews route to the right person. Every state change is recorded with who and when.
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Calendar and scheduling. See four weeks at a glance. Drag posts across days, channels, and voices. Per-voice swim lanes. Conflicts and gaps get flagged before they bite.
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Multi-channel publishing. Native carousels, native threads, native video, and image posts, each shaped for its channel instead of copy-pasted. Channel-aware previews show exactly how it renders.
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Engagement analytics. Roll up engagement by voice, brand, channel, and campaign. High performers feed back into voice profiles as positive examples; weak ones inform what not to repeat.
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AI drafting engine. The connective tissue. It pulls the voice profile, the relevant library items, the channel format, and the campaign context together so each draft has a real point of view, not generic filler.
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Team and roles. Owner, admin, drafter, reviewer, viewer. Each teammate gets their own voice profile and connected account, and approval routes per author. One workspace, many voices.
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Activity and audit log. Every draft, edit, approval, and publish recorded with a timestamp and a person. Filterable and exportable. The paper trail agencies and regulated teams actually need.
More Article Insights
What Squawk is, and what it is not
Squawk is not a scheduler and not a generic AI writer. It is the drafting layer that remembers your voice, owns your content library, runs your calendar, and routes approvals. The category line, drawn clearly.
Why we built Squawk
LSA Digital is a small shop with no marketing team. Content kept piling up and almost none of it reached social. Schedulers, agencies, and templates did not solve the real problem. So we built Squawk, and now we run our own social through it.
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