Assessor Resource

SITXEBS002
Develop, implement and monitor the use of social media in a business

Assessment tool

Version 1.0
Issue Date: March 2024


This unit describes the performance outcomes, skills and knowledge required to manage the development and implementation of social media in a business and monitor its effectiveness. It requires an understanding of social media tools and platforms in order to develop a social media plan, and supporting organisational policies for social media use. This unit does not address the skills and knowledge required to set up social media accounts or its day-to-day business use.

The unit is relevant to businesses operating in many industry contexts, including the tourism, travel, hospitality, events and other service industry sectors.

It applies to owners or managers of businesses who are responsible for the planning, development and monitoring of social media use in a business context.

No occupational licensing, certification or specific legislative requirements apply to this unit at the time of publication.

You may want to include more information here about the target group and the purpose of the assessments (eg formative, summative, recognition)



Evidence Required

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. Determine social media requirements.

1.1.Identify and profile target audience.

1.2.Research social media platforms and tools, strategies for use and relevance to organisation.

1.3.Select appropriate social media platforms and tools to meet organisational objectives.

2. Develop policies and procedures.

2.1.Develop organisational policies and procedures for social media use.

2.2.Establish guidelines for audience engagement and appropriate content.

2.3.Develop a social media crisis management plan, including approved responses, to deal with social media issues and incidents.

3. Develop a social media plan.

3.1.Identify strategies in relation to consumer and stakeholder engagement, marketing and customer service activities that are to be undertaken using social media.

3.2.Prepare a calendar documenting planned social media activity.

3.3.Establish metrics to measure success of social media activity.

3.4.Document social media plan outlining activity to be undertaken, timelines and targets.

4. Implement social media plan.

4.1.Identify and organise appropriate resources to implement social media plan.

4.2.Implement social media plan according to organisational policies and procedures.

4.3.Manage escalated complaints, conflicts and crisis situations according to social media plan.

4.4.Post approved responses to issues and incidents promptly.

5. Evaluate social media effectiveness.

5.1.Measure success of social media activities against social media plan targets.

5.2.Identify gaps and determine strategies to address performance issues.

5.3.Modify social media plan to support on-going business growth as required.

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 at least three different social media tools or platforms for organisational use and select a tool or platform that best meets the business needs

develop and implement organisational policies and procedures for the use of the above selected social media tools or platforms in a business that addresses:

guidelines for audience engagement

guidelines for appropriate use of social media

appropriate content

crisis management

develop a social media plan, to be executed over a two month period that:

addresses profiled target audiences

addresses consumer and stakeholder needs

outlines metrics and performance indicators for success

promotes the business

monitor and evaluate effectiveness of social media according to metrics and performance indicators devised above and identify strategies to address any gaps.

Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:

types of social media platforms and tools, and their operation

how various social media platforms and tools are used by customers and the general public

rules, regulations and terms of use of specific social media platforms and tools:

privacy legislation and confidentiality requirements

spamming

copyright and intellectual property considerations

creative commons

legal and ethical practices for use of social media:

responsible use of platforms and tools

responsible marketing practices

fair competition guidelines

duty of care

bullying and harassment policy

categories of online customer responders and how to deal with them:

troll

rager

misguided customer

unhappy customer

types of social media conflicts and complaints and appropriate responses

crisis management processes and chain of command

current tools that facilitate social media listening

reports for monitoring social media activity

value of building a community of advocates on a social media platform

importance of consumer reviews and user-generated content

policy and procedure development

organisational marketing and promotional plans.

Skills must be demonstrated in a business where management of social media is required. This can be:

an industry workplace

a simulated industry workplace set up for the purpose of skills assessment.

Assessment must ensure use of:

organisational social media plan

computers or mobile devices with internet access

social media platforms and tools

policies and terms of use of social media platforms and tools

social media monitoring tools

social media usage and activity reports

customers or stakeholders on social media with whom the individual can interact; these can be:

customers or stakeholders in an industry workplace; or

individuals who participate in role plays or simulated activities, set up for the purpose of assessment, in a simulated industry environment operated within a training organisation.

Assessors must satisfy the Standards for Registered Training Organisations’ requirements for assessors.


Submission Requirements

List each assessment task's title, type (eg project, observation/demonstration, essay, assingnment, checklist) and due date here

Assessment task 1: [title]      Due date:

(add new lines for each of the assessment tasks)


Assessment Tasks

Copy and paste from the following data to produce each assessment task. Write these in plain English and spell out how, when and where the task is to be carried out, under what conditions, and what resources are needed. Include guidelines about how well the candidate has to perform a task for it to be judged satisfactory.

ELEMENTS

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Determine social media requirements.

1.1.Identify and profile target audience.

1.2.Research social media platforms and tools, strategies for use and relevance to organisation.

1.3.Select appropriate social media platforms and tools to meet organisational objectives.

2. Develop policies and procedures.

2.1.Develop organisational policies and procedures for social media use.

2.2.Establish guidelines for audience engagement and appropriate content.

2.3.Develop a social media crisis management plan, including approved responses, to deal with social media issues and incidents.

3. Develop a social media plan.

3.1.Identify strategies in relation to consumer and stakeholder engagement, marketing and customer service activities that are to be undertaken using social media.

3.2.Prepare a calendar documenting planned social media activity.

3.3.Establish metrics to measure success of social media activity.

3.4.Document social media plan outlining activity to be undertaken, timelines and targets.

4. Implement social media plan.

4.1.Identify and organise appropriate resources to implement social media plan.

4.2.Implement social media plan according to organisational policies and procedures.

4.3.Manage escalated complaints, conflicts and crisis situations according to social media plan.

4.4.Post approved responses to issues and incidents promptly.

5. Evaluate social media effectiveness.

5.1.Measure success of social media activities against social media plan targets.

5.2.Identify gaps and determine strategies to address performance issues.

5.3.Modify social media plan to support on-going business growth as required.

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 at least three different social media tools or platforms for organisational use and select a tool or platform that best meets the business needs

develop and implement organisational policies and procedures for the use of the above selected social media tools or platforms in a business that addresses:

guidelines for audience engagement

guidelines for appropriate use of social media

appropriate content

crisis management

develop a social media plan, to be executed over a two month period that:

addresses profiled target audiences

addresses consumer and stakeholder needs

outlines metrics and performance indicators for success

promotes the business

monitor and evaluate effectiveness of social media according to metrics and performance indicators devised above and identify strategies to address any gaps.

Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:

types of social media platforms and tools, and their operation

how various social media platforms and tools are used by customers and the general public

rules, regulations and terms of use of specific social media platforms and tools:

privacy legislation and confidentiality requirements

spamming

copyright and intellectual property considerations

creative commons

legal and ethical practices for use of social media:

responsible use of platforms and tools

responsible marketing practices

fair competition guidelines

duty of care

bullying and harassment policy

categories of online customer responders and how to deal with them:

troll

rager

misguided customer

unhappy customer

types of social media conflicts and complaints and appropriate responses

crisis management processes and chain of command

current tools that facilitate social media listening

reports for monitoring social media activity

value of building a community of advocates on a social media platform

importance of consumer reviews and user-generated content

policy and procedure development

organisational marketing and promotional plans.

Skills must be demonstrated in a business where management of social media is required. This can be:

an industry workplace

a simulated industry workplace set up for the purpose of skills assessment.

Assessment must ensure use of:

organisational social media plan

computers or mobile devices with internet access

social media platforms and tools

policies and terms of use of social media platforms and tools

social media monitoring tools

social media usage and activity reports

customers or stakeholders on social media with whom the individual can interact; these can be:

customers or stakeholders in an industry workplace; or

individuals who participate in role plays or simulated activities, set up for the purpose of assessment, in a simulated industry environment operated within a training organisation.

Assessors must satisfy the Standards for Registered Training Organisations’ requirements for assessors.

Copy and paste from the following performance criteria to create an observation checklist for each task. When you have finished writing your assessment tool every one of these must have been addressed, preferably several times in a variety of contexts. To ensure this occurs download the assessment matrix for the unit; enter each assessment task as a column header and place check marks against each performance criteria that task addresses.

Observation Checklist

Tasks to be observed according to workplace/college/TAFE policy and procedures, relevant legislation and Codes of Practice Yes No Comments/feedback
Identify and profile target audience. 
Research social media platforms and tools, strategies for use and relevance to organisation. 
Select appropriate social media platforms and tools to meet organisational objectives. 
Develop organisational policies and procedures for social media use. 
Establish guidelines for audience engagement and appropriate content. 
Develop a social media crisis management plan, including approved responses, to deal with social media issues and incidents. 
Identify strategies in relation to consumer and stakeholder engagement, marketing and customer service activities that are to be undertaken using social media. 
Prepare a calendar documenting planned social media activity. 
Establish metrics to measure success of social media activity. 
Document social media plan outlining activity to be undertaken, timelines and targets. 
Identify and organise appropriate resources to implement social media plan. 
Implement social media plan according to organisational policies and procedures. 
Manage escalated complaints, conflicts and crisis situations according to social media plan. 
Post approved responses to issues and incidents promptly. 
Measure success of social media activities against social media plan targets. 
Identify gaps and determine strategies to address performance issues. 
Modify social media plan to support on-going business growth as required. 

Forms

Assessment Cover Sheet

SITXEBS002 - Develop, implement and monitor the use of social media in a business
Assessment task 1: [title]

Student name:

Student ID:

I declare that the assessment tasks submitted for this unit are my own work.

Student signature:

Result: Competent Not yet competent

Feedback to student

 

 

 

 

 

 

 

 

Assessor name:

Signature:

Date:


Assessment Record Sheet

SITXEBS002 - Develop, implement and monitor the use of social media in a business

Student name:

Student ID:

Assessment task 1: [title] Result: Competent Not yet competent

(add lines for each task)

Feedback to student:

 

 

 

 

 

 

 

 

Overall assessment result: Competent Not yet competent

Assessor name:

Signature:

Date:

Student signature:

Date: