How Squawk works: the key pieces
Six pieces, and how they fit together. Read this once and the rest of the product makes sense.
Squawk has a handful of moving parts. Once you see how they connect, every screen in the app makes sense. Here they are, in plain terms.
The pieces
Workspace. Your organization's space in Squawk. Everything below lives inside it. If your team shares one, you share the library and the calendar.
Publishing profile. A connected account that posts get published to: your LinkedIn, your X, a company page. You connect it once. A profile is the where.
Expert, or voice. A profile of how one person sounds: their tone, topics, real writing samples, and the phrases they never use. Drafts get written in a voice. An expert is the who.
Companies and products. Voices are not only for people. A company and a product each carry their own voice profile too, so you can post as the brand or about a specific product, not just as individuals. Experts, companies, and products are the things a campaign anchors to, and the voice a post is written in.
Content library. Your raw material: articles, blog posts, PDFs, decks, transcripts. It gets fed from sources you connect (blog feeds, web sources, news, docs, product updates) and from anything you upload, plus assets you make in Asset Studio. Squawk drafts from this, so posts come from your real ideas. The library is the what it is about.
Campaign. An optional way to group posts by topic into a planned run over time, with a goal and a cadence. Campaigns are not required: you can draft a single post straight from a library item whenever you want. A campaign is the plan, for when you want one.
Post. The thing that actually publishes. Every post moves through states: draft, approved, scheduled, published. A post is the unit of work.
There is one more you will meet soon:
Asset. A visual (a graphic, a carousel, a short video) made in Asset Studio. Assets both feed the library and attach to individual posts. They are optional, but they make posts stand out.
How they fit together
There are two paths from your library to a published post:
- Straight to a post. Pick a library item, draft a post from it in your voice, review, schedule. No campaign needed.
- Grouped into a campaign. When you want a topical run of posts over time, a campaign drafts a batch from your library on a cadence.
Either way, posts publish through a publishing profile and land on your calendar. A blank-prompt AI writer has none of this memory. Squawk keeps your voice and your material on hand, so every draft starts close instead of starting over.
You do not need all of it on day one
To send your first post you really only need three of these: a connected publishing profile, one voice, and a few approved items in your library. From there you can draft a post directly, or spin up a campaign when you want a steady run. Everything else you can grow into.
When you are ready to set it up, start with Getting started.