3 Tips to Manage Large Social Media Teams

By: Sofie De Beule

January 12, 2015

Social media can be a tough nut to crack if your brand operates internationally or if you have a very active customer service unit. In both cases, managers have to make sure there is a smooth cooperation and workflow. Every business has its own way of organizing its team, but there should be one common way of working: continuous assessment.

In this article, we’ll share some great tips on how to manage large social media teams.

Here are 3 tips to manage your social media team’s performance, and ultimately, build stronger relationships with your customers:

1. Monitor the Activity of Your Team – Adjust Your Strategy Immediately

As a team manager, there are some important elements you should keep a close eye on. If anything is out of the ordinary, it might be possible to adapt your strategy or plan.

  • In general, how is your team handling the incoming messages? Regularly take a look at the type of replies (tone of voice, content) they are sending out.
  • Keep track of the workload. If there are sudden spikes in volume of incoming inquiries, you might need to put some extra people on shift. Is there a recurring pattern in these volume spikes? Then it might be necessary to optimize your entire team planning to meet the needs of the community.
  • Compare. Is your team responding faster than when you started social last year? Are all team members on track when it comes to tone of voice? This is something that takes a little time, so comparing is key.
  • Make sure you are aware of the evolution in ‘unique users serviced’ on social media. If this number continues to grow, you may want to consider hiring some extra staff before too long.

Engagor Tip: Social media team leaders can create unique dashboards to keep a continuous, comprehensive overview of the KPI’s and overall situation of their team.

2. Automate Your Team’s Workflow – Simplify Tasks

Increase efficiency by simplifying tasks and triggering automatic actions.

Do you have a clear overview of all the actions (e.g. forwarding, replying, assigning, adding notes, and so forth) your social media team is performing? Take a look at each action individually, and determine whether it can be executed automatically.

  • Automatically assign French posts to Jean.
  • Automatically add tag ‘campaign X’ to posts with the relevant hashtag or keywords.
  • Automatically label posts by journalists who are key influencers.

Engagor Tip: Turn to the analytics, filter on ‘question,’ and make a top 10 list of the most common questions your customers ask. Make sure your online knowledge center (or FAQ) already provides an answer to these questions. That way you can easily redirect your customers through relevant links.

3. Coach Individual Team Members – Delegate Tasks

Are you keeping track of the productivity of individual team members? How are you motivating and coaching them?

Delegate tasks and take the expectations of your social media team members into account. Make sure they know whether they’re reaching their targets, especially when it comes to goals for response time.

Other crucial questions Engagor answers for you:

  • What’s the average time team members spend on customer service inquiries before messages get an actual action (i.e. reply)?
  • How many customers did a team member service during a certain period in time?
  • How is a team member performing compared to the average team performance?

Engagor Tip: Introduce a level of gamification to motivate your team members. As a type of bonus, grant your customer service agents a reward (e.g. medals which could be converted into a bonus) when they meet, or even exceed, certain targets. Create dashboards where they can follow up on their own performance so they can track their progress and work towards their reward goals!


A well-organized team makes managing your brand’s social media presence so much easier. Find the right tools to maximize efficiency, and further coach and manage your team. Discover Engagor’s Team Performance, designed especially for large brands. You can use it to not only monitor your team’s overall activity, but also to closely follow up on individual team members, train, and motivate them.

Which steps can YOUR organization take to better manage your team? Leave your thoughts in the comments below.