Organic social

# Not live yet (gaps #2)
curl -X POST "https://api.sb/leaseline.app/campaigns?mode=try" \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{"play":"organic-social"}'

 1import { $ } from 'startup-builder'
 2
 3return await $.Campaign.create({ play: 'organic-social' }, { mode: 'try' })   // dry run on the day-0 Startup, 2026-08-24 · Not live yet, gaps #2

npx startup-builder do Campaign.create --json '{"play":"organic-social"}' --try   # Not live yet (gaps #2)

{
  "name": "do",
  "arguments": {
    "code": "return await $.Campaign.create({ play: 'organic-social' }, { mode: 'try' })   // dry run on the day-0 Startup, 2026-08-24 · Not live yet, gaps #2",
    "mode": "try"
  }
}

 1{
 2  "type": "https://startupbuilder.dev/errors/refused",
 3  "title": "Refused",
 4  "status": 422,
 5  "detail": "organic-social can’t start yet: 1 check fails and 2 warn.",
 6  "checks": [
 7    {
 8      "check": "use-when",
 9      "status": "pass",
10      "observed": "3 first-party facts a week; LinkedIn page 1,840 followers, X 620",
11      "doc": "/plays/organic-social#check-use-when",
12      "fix": "Nothing to do: it counts new facts and shipped changes a week.",
13      "then": "Metric.query"
14    },
15  …

curl "https://api.sb/leaseline.app/events?where=name%20in%20(%22Fact.recorded%22%2C%20%22Version.deployed%22%2C%20%22Content.drafted%22%2C%20%22Handle.mentioned%22%2C%20%22Post.published%22)&limit=1" \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY"

# Not live yet (gaps #7)
curl -X POST "https://api.sb/leaseline.app/triggers/fire?mode=try" \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{"like":"event_1355"}'

# Not live yet (gaps #7)
curl "https://api.sb/leaseline.app/decisions?where=on%20%3D%20%22fact_31%22" \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY"

# Not live yet (gaps #7)
curl "https://api.sb/leaseline.app/actions?where=on%20%3D%20%22fact_31%22" \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY"

 1import { $ } from 'startup-builder'
 2
 3const { events: [last] } = await $.Event.list({ where: 'name in ("Fact.recorded", "Version.deployed", "Content.drafted", "Handle.mentioned", "Post.published")', limit: 1 })   // { play } compiled to this Play’s Trigger Events
 4const { subject } = await $.Trigger.fire({ like: last.$id }, { mode: 'try' })   // the same Event again, in try mode · Not live yet, gaps #7
 5const { decisions: [decision] } = await $.Decision.list({ where: `on = "${subject}"` })   // what it chose, and why · Not live yet, gaps #7
 6const { actions } = await $.Action.list({ where: `on = "${subject}"` })   // what it did, with its checks · Not live yet, gaps #7
 7return { decision, actions }

npx startup-builder do Event.list --json '{"where":"name in (\"Fact.recorded\", \"Version.deployed\", \"Content.drafted\", \"Handle.mentioned\", \"Post.published\")","limit":1}'
npx startup-builder do Trigger.fire --json '{"like":"event_1355"}' --try   # Not live yet (gaps #7)
npx startup-builder do Decision.list --json '{"where":"on = \"fact_31\""}'   # Not live yet (gaps #7)
npx startup-builder do Action.list --json '{"where":"on = \"fact_31\""}'   # Not live yet (gaps #7)

{
  "name": "do",
  "arguments": {
    "code": "const { events: [last] } = await $.Event.list({ where: 'name in (\"Fact.recorded\", \"Version.deployed\", \"Content.drafted\", \"Handle.mentioned\", \"Post.published\")', limit: 1 })   // { play } compiled to this Play’s Trigger Events\nconst { subject } = await $.Trigger.fire({ like: last.$id }, { mode: 'try' })   // the same Event again, in try mode · Not live yet, gaps #7\nconst { decisions: [decision] } = await $.Decision.list({ where: `on = \"${subject}\"` })   // what it chose, and why · Not live yet, gaps #7\nconst { actions } = await $.Action.list({ where: `on = \"${subject}\"` })   // what it did, with its checks · Not live yet, gaps #7\nreturn { decision, actions }",
    "mode": "try"
  }
}

 1{
 2  "decision": {
 3    "$id": "https://api.sb/leaseline.app/decisions/decision_538",
 4    "$type": "Decision",
 5    "choice": "post-the-fact",
 6    "reason": "a first-party fact recorded Oct 18 from your own records: Customers sent 1,204 renewal notices 60 days out in September, against 790 in August; Thursday’s Company Page slot is open",
 7    "stakes": "low",
 8    "options": [
 9      "post-the-fact",
10      "draft-for-you",
11      "answer-the-tag",
12      "hand-the-angle-on",
13      "to-a-person",
14      "not-now"
15  …

action_3 is the 6-page document Post for Thursday 09:00, which you can stop until 08:45. action_2 adds the fact to the fact Page the Post ends at, where a reader leaves their email.

≈ +$270 ARR a month at 26,000 impressions

Worth

45 min week 1, then 25 a week

Your time

$0.02 per Post, under $1 a month

Spend

Day 4: first Contact from a Post

First signal

2+ new facts a week, an account with 500+ followers

Use it when

Under 2 facts a week: founder-voice · no claims source: publish one (Page.create)

Not yet when

Worth’s formula: about +0.25 consented Contacts per 1,000 impressions (Other Startups’ results; no lift of your own yet) × 26,000 impressions a month × 0.12 Contacts to paid × $347 Pro ARR ≈ +$271. Under First signal: At about 3 consented Contacts a week, alternating weeks cannot read, so your file reads before-after; every 6th week stays dark for the comparison Other Startups pool.

Also runs as: Engagement bridge.

Start it this weekCopy Anchor Link

npx startup-builder add play organic-social   # 1 · writes plays/organic-social.mdx (Not live yet, gaps #5)

# 2 · dry run; below, its 422 on 2026-08-24
curl -X POST "https://api.sb/leaseline.app/campaigns?mode=try" \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{"play":"organic-social"}'

# 3 · keep it, at You approve each one
curl -X POST https://api.sb/leaseline.app/campaigns \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{"play":"organic-social"}'

# on
curl -X POST https://api.sb/leaseline.app/processes/content-marketing/enable \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY"

# off: scheduled Posts move back to draft
curl -X POST https://api.sb/leaseline.app/processes/content-marketing/pause \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY"

{
  "type": "https://startupbuilder.dev/errors/refused",
  "title": "Refused",
  "status": 422,
  "detail": "organic-social can’t start yet: 1 check fails and 2 warn.",
  "checks": [
    {
      "check": "use-when",
      "status": "pass",
      "observed": "3 first-party facts a week; LinkedIn page 1,840 followers, X 620",
      "doc": "/plays/organic-social#check-use-when",
      "fix": "Nothing to do: it counts new facts and shipped changes a week.",
      "then": "Metric.query"
    },
    {
      "check": "baseline",
      "status": "warn",
      "observed": "4 consented Contacts from social in 90 days, on 36,000 impressions",
      "doc": "/plays/organic-social#check-baseline",
      "fix": "n 4: it reads before-after, not proof, until volume allows alternating weeks.",
      "then": "Metric.query"
    },
    {
      "check": "claims-resolve",
      "status": "fail",
      "observed": "no facts Page: 0 facts a Post may cite",
      "doc": "/plays/organic-social#check-claims-resolve",
      "fix": "Publish the facts Page; a Post may state only what it lists.",
      "then": "Content.draft"
    },
    {
      "check": "owned-by-a-person",
      "status": "pass",
      "observed": "2 Conversations on X claimed by you",
      "doc": "/plays/organic-social#check-owned-by-a-person",
      "fix": "Nothing to do: replies there draft into your queue.",
      "then": "Task.assign"
    },
    {
      "check": "role-unstaffed",
      "status": "warn",
      "roles": [
        "content-lead",
        "marketing-lead"
      ],
      "owned": 2,
      "doc": "/plays/organic-social#check-role-unstaffed",
      "fix": "Staff the Marketing Lead, or leave it: angles and replies come to you.",
      "then": "Role.staff"
    }
  ]
}

Each Post draft costs about $0.02 (Worker cost), and the voice judge and the fabrication veto about $0.01 more for a first-person draft. Posting on your own accounts costs nothing. That comes to under $1 a month at 8 Posts and 4 first-person drafts.

When it startsCopy Anchor Link

{
  "$id": "https://api.sb/leaseline.app/events/event_1355",
  "$type": "Event",
  "name": "Fact.recorded",
  "at": "2026-10-18T16:40:02Z",
  "seq": 1355,
  "data": {
    "fact": {
      "$id": "https://api.sb/leaseline.app/facts/fact_31",
      "text": "Leaseline Customers sent 1,204 renewal notices 60 days out in September, against 790 in August.",
      "source": "metrics/renewal-notices-sent",
      "asOf": "2026-09-30"
    }
  }
}

npx startup-builder trigger Fact.recorded --like event_1355   # replays the delivery in test
npx startup-builder clock advance --to thursday-09:00   # publishes the scheduled Post (action_3)
npx startup-builder listen Consent.created --forward-to http://localhost:3000/hook

Who runs itCopy Anchor Link

Content Lead · your agent (role:content-lead, worker_7) holds the Key Result and posts as the Startup from the Company Page and the labeled X account. It hands to you (Dana Okafor, person, worker_1) for every first-person Post, which you send, for replies that need a person, and as the Marketing Lead for winning angles, because that Role has no person. Your number links to Did it work.

What it reads · What it may call. It reads your facts Page, your Versions and your own seeds, and never a watched Event. The agent account never writes in the first person, and no text in a tag picks a link or a tool. Its tools are POST /{namespace}/posts/{post}/schedule, POST /{namespace}/content/draft, POST /{namespace}/approvals, POST /{namespace}/posts, POST /{namespace}/evidence, POST /{namespace}/tasks/{task}/assign, and any other call becomes an Approval under the Role’s Mandate.

You hold the Content Lead Key Result: 0.5 consented Contacts per 1,000 impressions by 2026-12-31. ← worker, metric
On each fact, Version, seed or tag, choose one option and say why.               ← triggers, chooses
State only what the facts Page lists; a Customer outcome needs their OK and their words. ← copyRules 1, 3
The agent account never writes as a person or claims a feeling.                  ← copyRules 2
No like, repost or follow asks; no two accounts publish the same text.           ← copyRules 5, 8
No fresh fact and no seed: leave the slot empty.                                 ← chooses.not-now.when

The slow loop, as a Change. decision_310 (2026-09-21, weekly) read 4 LinkedIn document Posts with 11 Contacts and 3 text Posts with 1. change_23 made the Company Page slot a document Post by default (your file, line 6), and Dana merged it with POST /{namespace}/changes/{change}/merge. Replayed on past weeks, POST /{namespace}/changes/{change}/review put the page at 0.52 per 1,000; read back at +21d it is 0.48, n 9 Contacts, ■□□□ Too early to tell (Example, day 49).

Bring your own agent (folded) starts at It does it, you can stop it when it matches or beats the seated agent on the eval suite, and at You approve each one when it does not; POST /{namespace}/roles/{role}/staff seats it.

npx startup-builder eval --scenario organic-social-48 --agent "claude -p" --seat content-lead   # seated: 0 claims failed sent, 1 sameness rejection, $0.02 a Post · yours: 1 claim failed → You approve each one

What it can do nextCopy Anchor Link

When it hands to youCopy Anchor Link

Every first-person Post, every reply that needs a person and every winning angle come to you: you are the founder, and the Marketing Lead Role has no person. One Brief per Role, as captured, then the Approval (brief, draft and checks are Not live yet, gaps #7).

[
  {
    "$id": "https://api.sb/leaseline.app/approvals/approval_81",
    "$type": "Approval",
    "verdict": "approved",
    "deadline": "2026-10-13T17:00:00Z",
    "draft": "Most late renewals I’ve seen start with one owner who never got the notice. Here’s what we changed…",
    "route": "draft-for-you",
    "checks": [
      {
        "check": "claims-resolve",
        "status": "pass"
      },
      {
        "check": "voice",
        "status": "pass"
      }
    ]
  },
  {
    "$id": "https://api.sb/leaseline.app/tasks/task_422",
    "$type": "Task",
    "assignee": "worker_1",
    "due": "2026-09-18T17:00:00Z",
    "on": "post_17",
    "brief": {
      "who": "the Sep 11 renewal-timing Post",
      "chose": "hand-the-angle-on",
      "why": "9 Contacts on 4,100 impressions, 4 times the median",
      "evidence": "evidence_12",
      "next": "reuse it in `owned-newsletter`; `promote-winners` can boost it"
    }
  },
  {
    "$id": "https://api.sb/leaseline.app/tasks/task_430",
    "$type": "Task",
    "assignee": "worker_1",
    "due": "2026-10-02T15:00:00Z",
    "on": "contact_14",
    "brief": {
      "who": "@rentops_kim, in a direct message",
      "said": "Can you talk to my boss about this?",
      "chose": "to-a-person",
      "why": "a request for a person",
      "never": [
        "a price beyond the list"
      ]
    }
  }
]

You answer with POST /{namespace}/tasks/{task}/claim (Take this one), POST /{namespace}/tasks/{task}/return with a reason, POST /{namespace}/actions/{action}/redirect, POST /{namespace}/approvals/{approval}/approve or POST /{namespace}/approvals/{approval}/refuse, each a one-call window; a first-person draft waits for your send and never goes out on its own. Once you claim a thread, the agent replies nothing more there (claimedByPerson, Not live yet, gaps #7). A Task nobody claims by its due time raises person-promise.

On time: you, 5 of 5 claimed within their due time, median 2 h 15 min, n 5, ■□□□ Too early to tell beside Other Startups’ 89 % on time. Your queue: counted by kind: in week 1, 4 Post approvals, 1 first-person draft and 1 reply; after the promotion, about 1 first-person draft and 1 reply a week.

The fixed line: POST /{namespace}/deals/{deal}/assign sets owner to the receiving person, the agent is never a Deal’s owner, and Meetings land on the owner’s calendar under the owner’s name.

When it won’t sendCopy Anchor Link

The captured refusal, then the Stop that fired as a Campaign.paused reason (Not live yet, gaps #2); the rewrite that posted is the Sep 4 thread in Example.

{
  "type": "https://startupbuilder.dev/errors/refused",
  "title": "Refused",
  "status": 422,
  "detail": "The Sep 4 Company Page Post did not schedule: one claim resolves to no record on the facts Page.",
  "checks": [
    {
      "check": "claims-resolve",
      "status": "fail",
      "doc": "/plays/organic-social#check-claims-resolve",
      "fix": "Cut the claim, or name the record that backs it.",
      "then": "Content.draft"
    }
  ]
}

[
  {
    "reason": {
      "limit": "owner-silence",
      "observed": "3 business days with no review",
      "bound": "3 business days",
      "window": "Sep 29 to Oct 1"
    },
    "doc": "/plays/organic-social#stop-owner-silence",
    "task": "task_441"
  }
]

Did it workCopy Anchor Link

At about 3 consented Contacts a week, neither a held-back half nor alternating weeks can read within 90 days, so the basis is before-after (rule o): the columns read Now and Before, and nothing prints as Added. Each figure’s call is POST /{namespace}/metrics/query by node, and every node above the leaf is Not live yet (gaps #4).

{
  "$id": "decisions/decision_538",
  "$type": "Decision",
  "choice": "post-the-fact",
  "reason": "a first-party fact recorded Oct 18 from your own records: Customers sent 1,204 renewal notices 60 days out in September, against 790 in August; Thursday’s Company Page slot is open",
  "stakes": "low",
  "options": [
    "post-the-fact",
    "draft-for-you",
    "answer-the-tag",
    "hand-the-angle-on",
    "to-a-person",
    "not-now"
  ],
  "by": "worker_7",
  "on": "fact_31",
  "expected": "consented Contacts carrying the Post’s code within 30d",
  "reopensWhen": "no Consent.created carrying the Post’s code within 14d: its angle is not handed on"
}

Before against after reads Contacts whose Consent landed within 30 days of a first Visit carrying a Post code, or whose form names a social Venue, in this window against the 90 days before it, scaled to 56 days; it is not proof. Every 6th week stays dark, so the pooled comparison across Other Startups has Leaseline’s weeks in it.

How it moves it: one fact from your own records per Post, 15 of them, each ending at the facts Page; before, 6 Posts in 90 days and none ended at a page that asked for an email (social-sourced-contacts by Post kind).

Guardrails: before against after: Contacts to paid, 2 of 21 against 0 of 4, and unfollows after a Post, a peak of 0.1 % against a 0.5 % Stop.

{
  "$id": "https://api.sb/leaseline.app/campaigns/organic-social",
  "$type": "Campaign",
  "play": "play:organic-social@1",
  "path": [
    "social-sourced-contacts",
    "new-leads",
    "new-arr",
    "net-new-arr",
    "arr"
  ],
  "experiment": {
    "metric": "social-sourced-contacts",
    "unit": "per-1000",
    "heldBack": 0,
    "decision": null
  },
  "readout": {
    "value": null,
    "n": 21,
    "maturing": 6,
    "interval": null,
    "readability": "inadmissible",
    "basis": "before-after",
    "pooled": true
  },
  "ledger": {
    "spend": 0,
    "workerCost": 1,
    "hours": 4.2,
    "pipelineArr": 0,
    "wonArr": 694,
    "projectedArr": 271,
    "paybackDays": 1
  }
}

Outside benchmark: the catalog holds none for this Play yet, so Other Startups’ results stand in: +0.25 consented Contacts per 1,000 impressions, ■■■□ Likely, n 31 Startups.

Before it · After it. Before it: data-stories, free-tools, review-requests, launch-week and founder-voice feed it facts and seeds. After it: a winning angle goes to promote-winners, and consented Contacts reach owned-newsletter and lead-nurture. engagement-bridge runs inside it as the reply step.

ExampleCopy Anchor Link

Leaseline ran it from 2026-08-24 to 2026-10-19 (56 days): 24 Decisions, 15 Posts as the Startup, 7 first-person Posts you sent, 48,000 impressions and 21 consented Contacts. Read every captured thread at ?threads=all; three follow the tables.

Leaseline on LinkedIn, Sep 11, 09:00, a 6-page document · In August, Leaseline Customers sent 790 renewal notices 60 days out.¹ Page 2: the three steps teams took before the first notice went out. Page 6: the facts behind each number, with how to get the same report for your portfolio.²

Rosa Lin, a property manager, 11:40 · “We’re at 40 units and this is exactly our mess.” She opened the facts Page from the Post’s code and left her email (Consent.created, 11:52); her trial started Sep 14 and paid on Pro Sep 29.

- Leaseline cuts late renewals by 40%.
+ Leaseline Customers sent 790 renewal notices 60 days out in August, the first month the report covers.

@rentops_kim, in a direct message on X, 2026-10-01 14:10 · “Can you talk to my boss about this?” · Leaseline (agent), 14:12 · *I’m Leaseline’s agent. Dana, our founder, replies here by tomorrow 15:00.*³ The Brief went to Dana (task_430); she replied at 09:20 the next morning and booked a call for Oct 6.

¹ One fact from the facts Page, with its month. ² The Post ends at the facts Page, where Consent is recorded. ³ The routed line, compiled from the Role’s Settings.

Your settingsCopy Anchor Link

---
accounts: [linkedin-page, x-agent]
dark: every 6th week
---
One Post a week per account, from one fact in our records or one thing we shipped.
On the LinkedIn page, a document Post by default.
My own LinkedIn posts start from the sentences I record, and I send them.
No fresh fact and no seed: leave the slot empty.

$ npx startup-builder show plays/organic-social
accounts linkedin-page, x-agent · dark every 6th week · document Posts on the page · empty slots stay empty     your file  plays/organic-social.mdx:2,3,5,6,7,8 (Ask 2026-08-24; line 6 by change_23, 2026-09-21)
family social · process content-marketing · worker role:content-lead, owns never · chooses 6 (3 rule, 3 read) · approval every-send · checks owned-by-a-person, claims-resolve · stops 9 · runs engagement-bridge as its reply step    catalog  play:organic-social@1 (Not live yet, gaps #5)

Every key from the catalogCopy Anchor Link

Compiled, not written: edit the Play record organic-social and its Leaseline run, then regenerate. Every step runs from a sentence or a line of code. In your words: the CRM words you know, and where each lives here.