The size of your social team should decide how you show up on social media. And
By Dayana Collazos Ibarra · October 15, 2026 · Curated by George's Blog
The size of your social team should decide how you show up on social media.
And what do I mean by showing up? The number of platforms a brand has an intentional presence on.
You see, brands can’t expect to have a 1 or 2 man band and be on 4+ platforms. You’ll just about be able to execute 2 well at most.
(And emphasis on the WELL!!)
It’s time to say goodbye to the days where one person has to be on 6 different apps at the same time, trying to follow a strategy, create individual content, do community management, keep track of analytics and reporting AND brainstorm new content ideas.
And the sad reality is that so many roles like this still exist, which is completely wrong.
I know this first hand. In every role I’ve had, the social team has been a team of 1 or 2.
Currently at Folio, it’s just me and my manager and I’m lucky that we’re trusted to make that call. And yes, we show up on 7+ channels. But that’s only possible because we follow a repurposing content strategy across the board. Instagram will always be our primary channel, and the one we focus on doing WELL.
We create content with Instagram top of mind, then tweak that same content to suit other platforms, whether that’s the copy or maybe the format, but that’s about it.
And when it comes to reporting, we share how we’re doing across the board, but we can’t be too harsh on ourselves about the performance of platforms that aren’t our primary focus.
Another clear example is Slate an all-in-one creative suite for social media teams. From what I can see, LinkedIn is one of their primary channels, with most of their content shared on both their business page and the team’s own individual LinkedIn profiles. My guess as to why?
Their audience is on the platform, so that’s a no brainer. But they were also a team of 3, and now they’re just 2 (makes me sad that Carmen has left). So even as a small team, it looks like they’re thinking strategically about where to show up, because their time and resources are of the essence.
So instead of brands saying “we want to be on x number of social platforms”, why not start with how big your social team is and build your social presence from there?
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