“I basically created an account for every channel and some have come and gone over the years. So for example, Snapchat was something that I was more engaged with and now we don't do anything with Snapchat.”

Be everywhere from day one — claim every channel, then prune what dies

At launch Fares claimed handles on every platform and posted to all of them, starting with Twitter because it was event-driven for swim competitions. Channels rose and fell — Snapchat dropped off, TikTok joined in 2019, YouTube became the deepest-trust focus only in the last few years. The land-grab is cheap; the pruning is on data.