What do you do if your social media manager is not meeting key performance indicators (KPIs)?

1 Assess KPIs

Before jumping to conclusions, take a step back and evaluate the KPIs themselves. Are they realistic, relevant, and aligned with your overall business objectives? Sometimes, KPIs are set without a clear understanding of what can be achieved given the resources and market conditions. Discuss with your social media manager whether these targets are attainable and adjust them if necessary. This ensures that you're both aiming for success that is within reach and not setting up for failure from the start.

2 Open Dialogue

Communication is key when addressing performance issues. Initiate an open and honest conversation with your social media manager to understand the reasons behind the missed KPIs. This dialogue should be collaborative, not confrontational. Explore challenges they might be facing, such as changes in social media algorithms or a lack of resources. By understanding the root causes, you can work together to develop an action plan to improve performance.

3 Action Plan

After identifying the challenges, it's time to create a concrete action plan. This should include specific steps your social media manager can take to improve their performance. Whether it's refining the content strategy, increasing audience engagement, or leveraging new social media tools, the plan should have clear, actionable items. Set short-term goals to foster a sense of achievement and keep motivation high.

4 Skills Upgrade

In a rapidly changing digital landscape, continuous learning is essential. If your social media manager is struggling to meet KPIs due to a skills gap, consider investing in training or professional development opportunities. This could range from attending workshops to online courses that can bring their knowledge up to speed with the latest trends and techniques in social media management.

5 Monitor Progress

With an action plan in place and possible skills enhancement underway, it's important to monitor progress closely. Regular check-ins will help you track improvements against the KPIs and provide ongoing support to your social media manager. Use these meetings as an opportunity to review what's working, what isn't, and make adjustments to the strategy as needed.

6 Adjust Strategy

If after implementing these steps, KPIs are still not being met, it may be time to reevaluate and adjust your overall social media strategy. The digital marketing landscape is dynamic, and what worked in the past may not be effective today. Be prepared to pivot your approach, try new platforms or content types, and always keep your target audience's preferences at the forefront of your strategy.