How To Upskill Colleagues to Meet The Spike in Social Media Demand

Whether it’s replying to inbound messages or publishing high-quality content, upskilling colleagues to join the social media team will keep your organisation at the top of its social media game, especially during these uncertain times.

The global COVID-19 pandemic has meant that the social media supply-and-demand scale has been thrown out of balance. Organisations across the country are working with reduced teams, either through furlough or sickness. If that wasn’t enough, disruption to services means that social media channels are seeing considerable increases in inbound messages from customers.

Upskilling team members gives your organisation the flexibility to adapt to the shifting demand on social media from your customers. So, how can you upskill your colleagues?

1. Set Clear Goals

As with everything you do on social media, you need clear, measurable goals to work towards. Create SMART (Specific, Measurable, Achievable, Realistic, Timely) objectives for each colleague, the overall social media team, and the performance of your social media channels.

Using SMART objectives means that you can objectively measure the success of your upskilling program, to meet the demand on social media as quickly as possible.

2. Determine Current Skill Level

To be able to effectively train your team members, you must first understand the strengths and weaknesses of each individual. From this, you can identify knowledge gaps within the team and focus on building the right skills based on your goals.

Our social media academy has 12 free lessons available to watch on-demand, covering all areas of managing an organisation‚Äôs social media channels!

3. Make Training Interactive

As most teams are currently working from home, it can be hard to keep team members engaged using training videos alone. Ensure your upskilling program keeps colleagues engaged by splitting the training into small chunks and regularly testing understanding via short tasks or quizzes.

When team members are more engaged, they will absorb more information and adjust to their new role in social media more effectively.

4. Use Colleagues as Mentors

If members of your social media team are still working, partner them with the upskilling colleagues. Having a mentor in the social media team means they can gain confidence from a support network while learning and adjusting to their new role.

Mentors can also work as sounding boards for new team members, as they may come up with new ideas that improve your processes on social media.

5. Incorporate Personal Development

Depending on the roles you need to fill in your social media team, you may have some flexibility in the skills your team can develop. For example, creative individuals may be more suited to a content-creation role compared to experienced colleagues helping with social customer service.

By giving team members a choice in what skills to develop, they become accountable for their own development and more motivated to see it through.

6. Use Real Examples

The most effective method of learning is by applying social media theory to real-world examples. By using real examples of how to apply their new knowledge to your social media channels, team members will stay more engaged, and more likely to remember the correct processes.

Using previous examples that the organisation has dealt with in the past is also excellent preparation for potential situations that are likely to come up in their new role. 


In an unprecedented time of uncertainty and confusion, organisations are having to adapt and evolve to meet customer demand on social media. Upskilling your team members enables your organisation to continue to deliver the same level of service on social media that your audience has come to expect from you.

Have you been upskilling colleagues to join the social media team? Let us know @SoCrowd!