The Guild of One-Name Studies advocate the Seven Steps of a One-Name Study. These are effectively the stages of surname research and the it is not necessary to move through the steps in the order they are displayed here. It would be quite usual to spend considerable time in the collect stage before proceeding to the others.
It might also be, especially if a member blogs about their study, to publish about a person, group of people, migration details, in fact anything about the study and then publicise the blog post using social media.
More details about the Seven Steps is covered in the Pharos Introduction to One-Name Studies course.