Why AI text turns out generic
Ask AI to "write a post for a bakery" and you get text that fits any bakery, such as the smell of fresh bread and seasonal ingredients. It isn't wrong, but readers can't tell why it has to be your shop. On X, posts that resemble many others are also less likely to catch the eye in recommendations.
The cause of generic text isn't the AI's skill but how little material it has been given. Where the shop is, what the signature product is, who you want to visit, what tone you speak in. AI doesn't know the assumptions a person has in mind naturally when writing. The company profile is the place to write those assumptions once and hand them to AI.
The 8 items in the company profile
The company profile is written in the following 8 items for each company or brand. All are free-form, and you can leave some blank.
| Item | What to write |
|---|---|
| Company | Official name, location, founding and so on |
| Business | What the company does |
| Products and services | Names, prices, strengths |
| Audience | Example: families with young children who live nearby |
| Tone | Example: polite and friendly |
| Firsthand facts | Track record, numbers, stories from the field, customer comments |
| Off-limits | Words, topics, names of other companies and so on |
| Hashtag | One you use often |
"Firsthand facts" work best. List facts only your company can write, such as years since founding, how many you bake in a day, questions you get often and what staff notice in the field, and AI picks topics from them. If you want to divide your post themes into a few pillars, How to Choose Content Pillars is also useful.
In "Off-limits", write words not to use, topics not to touch and business partners not to name. The same content goes to AI-written auto-replies as well as AI drafts. Only one hashtag can be registered, because SNS TOWN's pre-publish check stops X posts with two or more hashtags.
The number of characters per item and the number of key messages (next section) depend on your plan.
| Plan | Characters per item | Key messages |
|---|---|---|
| Personal | 500 | 5 |
| Team | 1,000 | 10 |
| Professional | 2,000 | 30 |
| Enterprise | 4,000 | 100 |
If any item is over, nothing is saved, and you're told which item is too long.
Add current topics with key messages
If the company profile is the "assumptions that don't change", key messages are "topics to share right now". You add a title and content, such as "I want to feature the chestnut Danish in November" or "Year-end and New Year opening hours".
You can give a key message an "until" date. After the date passes, it is automatically no longer used in AI drafts. This prevents the mistake of a campaign that has ended still showing up in drafts. Leave the date blank for topics with no deadline. Click "Pause" to set one aside temporarily, or "Delete" when you no longer need it.
What is passed to AI drafts is up to the 20 newest key messages that are in use. The number you can register is in the table above, and when you reach the limit, you can add more by deleting ones you're finished with.
How AI uses this information
When it writes an AI draft, SNS TOWN passes AI each item of the company profile, the key messages in use, summaries of the files in the Library and the same account's recent posts. Recent posts are passed so that the same topic or the same opening doesn't repeat.
The gist of the company, business, products, firsthand facts and off-limits items also goes to AI-written auto-replies. It is the material that keeps AI from inventing answers when it replies to a customer's question.
How it works step by step
- Open the company profile from "Materials for writing" in the left menu.
- Fill in the 8 items and click "Save".
- In "Key messages" lower on the same screen, enter a title, content and deadline, and click "Add".
- From the next draft on, what you wrote is reflected.
Step-by-step guides with photos are in the help guides Write Your Company Profile and Add Key Messages.
Combining it with other features
While the company profile decides what to write, reference accounts add a model for how to write. If you decide tone in the company profile and leave finer patterns such as openings and line breaks to reference accounts, the two don't clash.
If you have several shops or brands, you can keep a separate company profile for each company or brand. If each shop has different customers and signature products, registering them as separate brands gives more accurate drafts.
Frequently asked questions
Can I use AI drafts without writing a company profile?
You can, but AI writes without knowing your company, so the text tends to be generic. We recommend writing at least your business and audience.
If I edit the company profile, do existing drafts change too?
No. The edited content is used from the next draft you create. To apply it to an existing draft, open that post and have AI rewrite it.
Do key messages disappear after their deadline?
No. They stay in the list and are just no longer used in AI drafts. If you'll use the same topic next year, you can fix the deadline and reuse it.
Why can't I register two or more hashtags?
On X, posts with many hashtags are thought to spread less. SNS TOWN's pre-publish check also stops X posts that have two or more hashtags.
Can other companies see what I write, or is it used to train AI?
The company profile can be seen only by that company or brand's members. It is passed to AI only when writing drafts or replies. How data is handled is described in the privacy policy.
Can several people on our team write it?
Yes. Any member with the Editor role or higher can edit it. Who edited it and when is kept in the activity log on the members screen.
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