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Elements and Performance Criteria

1. Determine social media requirements.
   • Review organisational strategic objectives and determine objectives and priorities for social media use.
   • Source and analyse information about the target market, its social media use, behaviours and preferred platforms.
   • Identify and analyse emerging trends in social media platform use.
   • Review and compare social media platforms and select those that meet organisational and target market needs.
   • Identify opportunities for social media integration with existing systems and procedures.
   • Identify opportunities to maximise business exposure through social media activity.
   • Determine opportunities for building brand awareness and an online community through social media use.
2. Develop social media policies and procedures.
   • Establish scope of social media policies and procedures based on planned social media activity.
   • Establish guidelines for social media engagement and content use.
   • Develop issue and crisis management guidelines and appropriate responses.
   • Integrate legal and ethical considerations into social media policies and procedures.
   • Ensure policies and procedures are customer-focused and align with organisational marketing plan and strategy.
3. Develop social media strategy.
   • Determine strategies for social media content development, customer engagement and customer service.
   • Develop and document a social media action plan detailing key responsibilities, resourcing requirements and timeframes.
   • Prepare a social media calendar documenting planned social media activity in line with marketing strategy and promotional activities.
   • Establish key performance indicators and evaluation criteria for measuring success of social media activity.
   • Establish methods for tracking and analysing social media engagement, activity and reach.
   • Ensure social media strategy aligns with organisational objectives and customer service standards.
4. Monitor social media use.
   • Communicate social media strategy, action plan, calendar and policies and procedures with relevant personnel.
   • Monitor social media issues and crisis management and take required action to ensure impacts are minimised and occurrence of future issues or crisis are minimised.
   • Ensure tracking of social media engagement, activity and reach.
   • Monitor posting of social media content and ensure alignment with social media strategy, policies and procedures.
5. Review social media performance.
   • Analyse captured data to determine social media engagement, activity and reach.
   • Evaluate social media activity against strategy and use performance indicators to evaluate success of social media use.
   • Identify opportunities for future improvements in social media use and modify strategy and plans accordingly.

Performance Evidence

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 and compare at least three different social media platforms for organisational use and select platforms that best meet organisational social media requirements

for each platform identify:

key features

benefits

limitations

functionality

target audience and key users

terms of use

develop organisational policies and procedures for social media use detailing:

appropriate use of social media

appropriate content use and posting

complaints handling and crisis management

meeting legal and ethical responsibilities

privacy and security

develop a social media strategy for execution over a three-month period that details:

calendar of activities

resourcing requirements

content strategy

engagement strategy

activity and engagement tracking

key performance indicators and evaluation criteria

monitor and review social media data to review social media performance over a one month-period and make recommendations for future improvements.

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Knowledge Evidence

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

key legal and ethical considerations as relevant to social media use:

Australian Consumer Law

copyright

privacy

codes of practice

data and personal security

trends in social media use and role in:

consumer engagement and feedback

generating sales

promotions and marketing

branding

social media platforms:

key features

benefits

limitations

functionality

target audience and key users

terms of use

key contents of organisational social media policies and procedures:

appropriate use of social media

appropriate content use and posting

complaints handling and crisis management

meeting legal and ethical responsibilities

privacy and security

techniques for achieving the following through social media use:

customer engagement

brand awareness

brand advocacy

increased sales

improved reach

role and benefits of user-generated content

role and key inclusions of a social media strategy:

calendar of activities

resourcing requirements

content strategy

engagement strategy

activity and engagement tracking

key performance indicators and evaluation criteria

action plan

tools and methods for tracking social media activity

types of social media issues and crisis:

potential impact

management strategies.

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