How to make it work as a one-person social media team

Read time: 6 minutes

Being a one-person social media team in an organisation in the EU Bubble is rewarding but often feels like this:

I know because I've been there - managing everything from content creation to analytics for almost three years.

On good days, it’s exciting and creative work. On tough days, you're expected to be a photographer, copywriter, strategist, graphic designer, and analyst all in one. Yes, it can be exhausting. And being the only person in your team who truly gets your job can make it even harder.

Over the past months, I’ve worked with a few solo social media managers in Brussels and I noticed they all struggle with the same thing - balancing their workloads, delivering meaningful results, and at the same time - protecting their well-being.

In this newsletter, I want to give you a roadmap how you can navigate your role in four key areas. Because thriving in this role isn’t about doing it all. It’s about focusing on the right things and doing them exceptionally well.

1. Choose your primary content format

Videos, carousels, visuals… - I remember feeling the pressure to create every type of content for every platform, only to feel burnt out and stretched thin.

What I’ve learned is that every organisation, especially that with a solo social media manager, needs a signature content format - one thing that you do consistently well and that helps you stand out.

To find your signature content format:

• Look at what’s worked so far: Analyse your best-performing content. What does your audience engage the most? What type of post is that? With what goal?

• Check your resources: What resources do you have? This is about your time, tools, equipment, budget, and support from your wider team. Think broadly. Be realistic.

• Consider also your own skills and personal preferences: What type of content do you enjoy making? What are your strengths?

2. Focus on your primary platform

It’s tempting to try to be everywhere, but spreading yourself thin leads to inconsistent posting and low-quality content.

Instead:

• Identify where your audience is most active: Which platform drives the most meaningful engagement? Where are people the most active? Look at real data.

• Master that one platform first: Become an expert in one platform's algorithm, features, and best practices before expanding your focus.

3. Build a sustainable plan

One thing that surprised me while coaching solo social media managers: none of them were using a content calendar.

Having a basic calendar (even a simple Google Sheet) gives you structure, helps identify gaps, and ultimately create better content. You don’t need to overcomplicate it - just map the next 2-4 weeks with key moments and planned content.

Some other tips to make your workflow more sustainable:

• Set up a regular creation rhythm and batch similar tasks: For instance, if your flagship content is video, schedule a monthly video shoot day to create several videos at once, or block out 15 minutes every Friday to plan content for the upcoming week.

• Repost: The same content can perform dramatically differently when posted at different times. Don't hesitate to repost your content with slight variations or updates. If Kate Middleton can rewear her outfits, you can re-share your best content. Save evergreen content for easy repurposing.

4. Cross-pollinate content

Once you have clarity about your primary platform and core content, you can start adapting it for other channels, all of that without adding too much extra workload. For example, your longer LinkedIn posts can be repurposed into an X thread or you transform a longer video into shorter Instagram reels.

Just make sure you respect the platform authenticity - adjust your tone, style, and length so it feels native.

Few more tips

This roadmap isn’t only to stay focused but also a tool to build your case for more resources. Once you gain clarity on what matters most - your format, platform, and workflows, you can see where extra help would make the biggest impact.

Here’s how you can approach it:

• Document your impact: Track data to show how social media contributes to your organisation's objectives. Numbers speak so use them in conversations with your bosses.

• Create a one-page strategy document: Include your key audience, core, platform focus, and success metrics. Keep it simple. This makes it easier to explain your priorities - and justify support.

• Propose solutions, not just problems: When talking to your managers, come prepared with concrete proposals. What would an extra pair of hands allow you to do better or faster?

• Start small and scale: If a full-time team member isn't feasible, propose a part-time role or a freelancer to help with specific tasks or projects.

• Set realistic expectations: Be assertive with leadership about what’s achievable a solo social media manger. If you’re not sure how to talk to your bosses, in this book you will plenty of advise and examples.

30-days implementation plan

Week 1: Review your past content. What works? On what platform? Pick your focus.

Week 2: Create your one-pager strategy doc and share it internally.

Week 3: Set up your content calendar. Batch and schedule tasks.

Week 4: Start repurposing and cross-pollinating across platforms.

👇 Before you go

If you’re a one-person social media team in your organisation, hit “Reply” and share your experience with me. I’m curious to know your experience. And if you know any solo social media manager, please, forward this newsletter to them!

Thank you for trusting me with this space in your inbox.

Stay curious,
— Kasia