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Follow the links below to find material targeted to the unit's elements, performance criteria, required skills and knowledge

Elements and Performance Criteria

1. Determine preferred audience
   • Identify and review relevant client or organisational requirements for product, brand or organisational engagement in social media
   • Identify and specify the characteristics of the target audience
   • Research online habits of the target audience
   • Recognise and plan social media engagement within current legislation, regulation and organisational policy
2. Profile expected behaviours
   • Model the typical journey of the target audience across device, platform, sites and applications
   • Identify common responses to triggers and interventions on social media sites and applications
   • Conduct market research with users on preferred and avoided behaviours on social media
   • Establish the attention span and retention characteristics of alternative content types and engagement patterns
3. Develop social engagement strategy
   • Select preferred social media platforms to meet client and audience requirements
   • Select content and engagement interventions relevant to the target audience
   • Establish metrics for successful performance on social media
   • Ensure strategy maintains integrity of brand, message and develops trust
   • Optimise the use of positive viral and other self-generating expansion techniques
4. Facilitate content and delivery
   • Ensure relevant content is produced and released to maximise attention of the target audience
   • Maintain focus on target audience engagement, conversations and personalised response
   • Review and apply third party tools to automate the engagement process when possible
   • Establish and apply performance indicators for posts, responses and updates
   • Maximise cross-platform, device, site and application engagement for effort using suitable tools and techniques
5. Monitor and evaluate social media engagement
   • Regularly review performance with a social analytics service
   • Monitor and identify gaps in performance against requirements and adjust as necessary
   • Evaluate and report on social media engagement effectiveness

Performance Evidence

Evidence of the ability to:

specify a target audience for social media engagement to meet client or organisational requirements

research online behaviours and identify typical responses and journeys

review and select social media platforms to meet requirements

ensure social media interactions maintain consistent message to brand and develop trust

monitor and react positively to changes in the social media space.

Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.

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Knowledge Evidence

To complete the unit requirements safely and effectively, the individual must:

identify existing legislation and policy relevant to social media

compare current social media platforms against key industry functions

explain the typical response characteristics of users to common social media interventions

list the current major tools and techniques used to engage users on social media

explain the different performance measures used to evaluate social media engagement.

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