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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 social media or online requirements.
   • Confirm core activities, customer base, organisational values and current direction.
   • Determine organisational objectives for use of social media and online platforms.
   • Assess the need for particular platform functions to service target audience and organisational requirements.
   • Select social media and online platforms suited to organisational objectives and target audience requirements.
2. Develop social media or online strategy.
   • Determine types and frequency of social media and online communications to match specific objectives.
   • Identify which social media and online platforms will be utilised for communications and audiences.
   • Establish key performance indicators and evaluation criteria to measure effectiveness of social media or online activities.
   • Identify methods to analyse performance and establish a schedule for regular analysis, evaluation and reporting.
   • Determine implementation budget, roles and responsibilities and allocate to personnel.
3. Develop content guidelines.
   • Determine guidelines for use of appropriate language and tone for outbound communications and customer interactions.
   • Develop standard responses for customer interactions.
   • Establish standards for use and formatting of text and images.
   • Determine parameters for appropriate and inappropriate content and what organisational and customer information can and cannot be published.
   • Establish content approvals process and designate levels of authority to personnel.
   • Communicate content guidelines to personnel.
4. Develop and document policies and procedures.
   • Develop policies for customers of organisational social media and online sites.
   • Develop organisational policies and procedures to guide activities of personnel.
   • Communicate policies, procedures and expectations to personnel and customers.
5. Implement strategy.
   • Develop action plans for implementing overall strategy and individual campaigns.
   • Prepare a schedule documenting planned social media and online activities.
   • Identify and communicate priorities, key responsibilities, targets and timelines.
   • Monitor organisation’s social media and online activity and drive implementation.
6. Evaluate strategy.
   • Assess reports on data analysis and evaluation.
   • Evaluate social media and online activity against strategy, key performance indicators and reports.
   • Determine and report on success of online presence in engaging customers for general and targeted purposes.
   • Monitor, regularly, changes to social media and online platform functionality to determine impacts on strategy.
   • Modify and continuously improve current and future strategies according to evaluation and changing platform functionality.