List the assessment methods to be used and the context and resources required for assessment. Copy and paste the relevant sections from the evidence guide below and then re-write these in plain English.
ELEMENTS | PERFORMANCE CRITERIA |
Elements describe the essential outcomes. | Performance criteria describe the performance needed to demonstrate achievement of the element. |
1. Prepare to use social media. | 1.1.Review organisational social media requirements and policies and procedures. 1.2.Research various social media platforms, and identify and compare their audience, functionality and reach. 1.3.Research emerging trends in social media platform use. 1.4.Select social media platforms that meet brand needs and reach target customer. 1.5.Source information and content from internal and external sources for use on social media platforms 1.6.Develop content in line with target audience, brand cultures and social media requirements as required. 1.7.Source or create a social media calendar. |
2. Use social media to enhance customer engagement. | 2.1.Create opportunities to attract and promote user-generated content. 2.2.Respond to customers in a timely manner, directing them to relevant information as required. 2.3.Identify potential brand damage, and take action to prevent escalation. 2.4.Promptly respond to customer complaints and issues according to social media policies and procedures. 2.5.Adhere to legal and ethical practices for social media use. |
3. Promote products and services. | 3.1.Identify social media marketing opportunities and curate and post content to promote products and services. 3.2.Use social media to promote special offers, events and promotions as required. 3.3.Post content according to social media policies and procedures. |
4. Review social media use. | 4.1.Track social media activity using monitoring tools. 4.2.Identify opportunities to improve customer experience, and recommend to relevant personnel. 4.3.Update the look and feel of the social media account to maximise effectiveness. 4.4.Report on social media engagement and reach to relevant personnel. |
Evidence of the ability to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and:
research four social media platforms and select two platforms for use, appropriate to business needs and target customer
use the above two social media platforms to engage the customer by:
curating and posting written and visual content appropriate to the target customer
promote one organisational marketing activity
respond to two of the following types of customer social media posts:
customer reviews
user generated content
questions
complaints
troll
review effectiveness of social media platform across a one month period by:
reporting on social media activity
making at least one recommendation for continuous improvement of social media use.
Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:
organisational policies and procedures for social media use
rules and regulations and terms of use of specific social media platforms:
privacy
spamming
copyright
creative commons
social media trends:
trending platforms
consumer behaviour
trending content
various social media platforms:
demographic of primary users
key features and uses
integration into business activity
useability
privacy and security features
costs
legal and ethical practices for use of social media:
responsible use of platforms
responsible marketing practices
fair competition guidelines
duty of care
bullying and harassment policy
types of social media users and their impacts:
troll
angry customer
misguided customer
unhappy customer
complimentary customers
brand advocates
techniques for:
marketing the business using social media platforms:
promoting products
promoting special events
creating brand awareness
responding to customer posts on social media:
customer reviews
user generated content
questions
complaints
troll
social media tools, and their use, for:
monitoring
scheduling social media content
capturing engagement and reach data
commercial impact of social media platform both favourable and unfavourable:
importance of consumer reviews and user generated content
value of building a community of advocates on a social media platform
types of crisis issues or conflicts that can arise on social media locally, nationally and internationally
sources and types of social media content:
product information
images and photos
links to other websites
videos
text and graphics
current trends
Internet.
Skills must be demonstrated in:
an industry workplace
a simulated industry environment.
Assessment must ensure access to:
relevant documentation:
organisational policies and procedures for social media use
legal and ethical use of social media
social media content calendar that details:
key events and promotions
milestones and relevant dates
content for release
files for use across social media platforms:
image files
text files
PDF files
audio files
video files
link associated files
computer or mobile device with Internet access
social media monitoring tools
social media platforms
customer postings on social media platforms
assessment activities that allow the individual to work with commercial speed, timing and productivity.
Assessors must satisfy the Standards for Registered Training Organisations’ requirements for assessors.