⚙ Operations

Hermes — Social Command Center

1 source Updated Thu Apr 16 2026 19:00:00 GMT-0500 (Central Daylight Time) Internal
hermestoolssocial-mediaskedautomationorganic-postinginfographics

Summary

Hermes is the team's social command center — the Sked replacement. It posts listings and content organically to every connected agent page with per-agent caption personalization, runs a scheduled queue, builds branded infographics from arbitrary link drops, and will eventually handle paid Facebook/Instagram ad boosts. Economics: Sked cost ~$1,000/year per account × 24 agents; Hermes runs on API costs only. Status as of 2026-04-17: ~50-60% built and in active development.

What It Does

Core Posting

  • Single message + link URL + photo → one-click distribution to all connected pages
  • Per-agent caption variation — each agent's post includes their own contact info, not a copy-paste of Fred's
  • Both listings and general content flow through the same engine

Infographic Builder

Drop any link (BAMx article, ResiClub, news, stat source) → Hermes generates a branded Artemis infographic AND a per-agent post variant. The infographic is the visual differentiator; the caption personalization is the algorithmic differentiator.

Scheduled Queue

Trackable scheduled posting with admin-level visibility into what's going out when.

Paid Boost (Planned)

Facebook MCP Ads integration will boost Hermes organic posts behind the correct agent ad accounts — listing agent first, plus 1-2 high-performing nearby agents for proximity visibility.

Agent Onboarding

Each agent must accept a Meta Business Suite invite and connect their Facebook page to Fred's API before Hermes can post on their behalf. This is why the team was disconnected from Sked in advance — to free pages for the new API connection.

Pipeline Position

Downstream of spark-showcase-builder + lyra-link-intelligence:

  • Spark builds the listing landing page
  • Lyra wraps the URL
  • Hermes distributes it organically to all agent pages
  • Facebook MCP Ads (planned) boosts the winners

End goal: Spark trigger → auto-posts through Hermes → auto-boosts via Facebook MCP — zero manual intervention.

Economics

  • Sked: ~$1,000/year per page × 24 pages = ~$24K/year
  • Hermes: Anthropic API costs only (marginal cost per post is sub-cent)

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