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What do you do if your social media marketing team has underperforming members?

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Social media marketing is a dynamic and competitive field that requires constant creativity, innovation, and collaboration. However, not every team member may be able to keep up with the demands and expectations of the job. If you are leading or managing a social media marketing team, you may encounter some underperforming members who are dragging down the overall results and morale of the group. How do you deal with this situation effectively and professionally? Here are some tips and strategies to help you address the issue and improve your team's performance.

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Matt Churchill

Content, Community & Social Media Director

1 Identify the root cause

The first step to solving any problem is to understand its origin and nature. Before you jump to conclusions or take any action, you need to identify the root cause of the underperformance. Is it due to a lack of skills, knowledge, motivation, or resources? Is it related to personal or professional issues, such as stress, burnout, or conflict? Is it a temporary or chronic condition? By asking these questions, you can gain more insight into the situation and tailor your response accordingly.

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Matt Churchill

Content, Community & Social Media Director
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Each member of a team will have their own reason for getting out of bed and going to work in the morning. Try to determine what those reasons are and what is missing from their day-to-day that helps to meet those needs. Look to understand the level they've previously operated at, what the drop off has been. Study their body language, email tone, how responsive they are on IM. Are they demotivated? Are they having challenges managing workload? Are they cognitively operating outside of work? This will help you understand the context of the current performance before you dig deeper into the cause of the issue.

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Dom Bradbury

Prehistoric Social Media #Influencer and Entrepreneur. Founder of @AngryBritain, @ABSocial, @TimelessValeting & @Veeduboccasions
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Ask myself: 1. Am I listening to them 2. Am I willing to take risks 3. Am I willing to react quickly enough 4. Can I accept they might know better 5. Read 1 again. And repeat. And failing that. Sack them.

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Shahriyar Baig

Digital Marketer | Social Media Marketing Strategist | Teacher | Recruiter | Entrepreneur | SMM | Trainer
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you need to identify the root cause of the underperformance. Is it due to a lack of skills, knowledge, motivation, or resources.

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2 Communicate clearly and constructively

Once you have identified the root cause, you need to communicate with the underperforming team member in a clear and constructive manner. Avoid blaming, criticizing, or threatening them, as this will only create more resentment and resistance. Instead, focus on the facts, the expectations, and the feedback. Explain what the problem is, why it matters, and how it affects the team and the goals. Provide specific examples of the underperformance and suggest areas for improvement. Listen to their perspective and concerns, and acknowledge their strengths and contributions.

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Shahriyar Baig

Digital Marketer | Social Media Marketing Strategist | Teacher | Recruiter | Entrepreneur | SMM | Trainer
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Explain what the problem is, why it matters, and how it affects the team and the goals. Provide specific examples of the underperformance and suggest areas for improvement

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3 Set realistic and measurable goals

After you have communicated the issue and the feedback, you need to set realistic and measurable goals for the underperforming team member. These goals should be aligned with the team's objectives and the individual's capabilities and interests. They should also be SMART: specific, measurable, achievable, relevant, and time-bound. For example, you can set a goal to increase the engagement rate of a social media campaign by 10% in two weeks. By setting SMART goals, you can monitor the progress and evaluate the results more easily and objectively.

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Shahriyar Baig

Digital Marketer | Social Media Marketing Strategist | Teacher | Recruiter | Entrepreneur | SMM | Trainer
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For example, you can set a goal to increase the engagement rate of a social media campaign by 10% in two weeks. By setting SMART goals, you can monitor the progress and evaluate the results more easily and objectively.

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4 Provide support and resources

Setting goals is not enough; you also need to provide support and resources to help the underperforming team member achieve them. This may include training, coaching, mentoring, feedback, tools, or incentives. Depending on the root cause and the level of underperformance, you may need to adjust the workload, the deadlines, or the responsibilities of the team member. You may also need to involve other team members or stakeholders in the process, such as peers, managers, or clients. The key is to create a supportive and collaborative environment that fosters learning and growth.

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Shahriyar Baig

Digital Marketer | Social Media Marketing Strategist | Teacher | Recruiter | Entrepreneur | SMM | Trainer
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Depending on the root cause and the level of underperformance, you may need to adjust the workload, the deadlines, or the responsibilities of the team member. You may also need to involve other team members or stakeholders in the process, such as peers, managers, or clients.

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5 Follow up and review

The final step to dealing with underperforming team members is to follow up and review their performance regularly. This means checking in with them frequently, providing feedback and recognition, tracking their progress and results, and addressing any issues or challenges along the way. You should also review the goals and the action plan periodically, and make any necessary changes or adjustments. By following up and reviewing, you can ensure accountability, transparency, and consistency, and celebrate the achievements and improvements of the team member.

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Shahriyar Baig

Digital Marketer | Social Media Marketing Strategist | Teacher | Recruiter | Entrepreneur | SMM | Trainer
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This means checking in with them frequently, providing feedback and recognition, tracking their progress and results, and addressing any issues or challenges along the way. You should also review the goals and the action plan periodically, and make any necessary changes or adjustments.

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Sarah Collins

Senior Digital Director at The Hoffman Agency - Specializing in Social Media
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Crawling out of a career slump is HARD WORK and often times feels both emotionally and mentally exhausting. Regular check-ins related to progress and results are critical, but going out of your way to ask how they're doing as a person, not just a professional, can go a long way in helping them feel motivated and supported.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Monisha Jain

Digital Marketing Freelancer & Trainer| Building Personal Brand for CEO's & Founders| Empowering Undergrad's
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1. I would identify the root cause: what are their goals, why are they not able to achieve them. 2. Have a 1-1 meeting to talk about it and give them feedback to improve. Along with it set goals for them to achieve. 3. Provide them with training if necessary. 4. Access their work during the task and post the deadline. 5. Positively encourage them to keep moving forward and be there to solve their issues and provide them with clarity

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What do you do if your social media marketing team has underperforming members?

1

2

3

4

5

6

1 Identify the root cause

2 Communicate clearly and constructively

3 Set realistic and measurable goals

4 Provide support and resources

5 Follow up and review

6 Here’s what else to consider

Social Media Marketing

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What do you do if your social media marketing team has underperforming members?

1

2

3

4

5

6

1 Identify the root cause

2 Communicate clearly and constructively

3 Set realistic and measurable goals

4 Provide support and resources

5 Follow up and review

6 Here’s what else to consider

Social Media Marketing

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