Google Links

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

Elements and Performance Criteria

1. Prepare to use social media.
   • Review organisational social media requirements and related policies and procedures.
   • Identify and confirm availability of resources required to comply with organisational objectives.
   • Confirm understanding of terms of use and policies for social media tools and platforms.
2. Prepare content for use on social media.
   • Source information and content from internal and external sources.
   • Develop content in line with target audience, brand culture and social media plan.
   • Source and use campaigns, promotions and community events that align with social media plan.
3. Use social media to enhance customer engagement.
   • Adhere to legal and ethical practices for use of social media according to social media plan.
   • Track social media activity using monitoring tools.
   • Respond to customers in a timely manner and direct them to relevant information as required.
   • Respond to negativity and complaints promptly and within scope of own role, using crisis management processes, policies and standard approved responses.
   • Identify potential incidents or points of conflict and escalate to relevant personnel as required.
   • Identify opportunities to improve individual customer experience.
4. Market and promote a business.
   • Curate and post content according to social media plan and content calendar.
   • Create opportunities to attract and promote user-generated content.
   • Monitor organisational metrics according to social media plan and report to relevant personnel.
   • Recommend improvements to marketing and promotion through social media engagement to relevant personnel.

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:

identify at least six content items suitable for use on a social media platform, demonstrating use of both internal content development and external content sourcing

use social media tools on at least five occasions to engage with different customers by:

asking questions to determine customer needs

responding to questions and complaints within timelines and according to organisational policy and procedures

referring customers to relevant information as needed

responding to customer reviews and other user-generated content

communicating effectively in writing to a variety of audiences

respond to customers from each of the following different social media customer responder categories, through at least two different social media platforms:

troll

rager

misguided customer

unhappy customer

market and promote a business using social media tools over a period of one month by:

managing a business account on at least one social media platform

following monthly content calendar to pre-plan a variety of content

curating content appropriate to business needs

monitoring and reporting on organisational measurement metrics according to social media plan.

---

Knowledge Evidence

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

key elements of an organisational social media plan

organisational policy and procedures for social media use

types of social media platform, tools and their operation

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

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 policies

categories of social media responders specified in the performance evidence and how to effectively engage with them

types of crisis issues or conflicts that can arise on social media locally, nationally and internationally

crisis management processes and chain of command

current tools that facilitate social listening/monitoring

current tools for social media scheduling

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

importance of consumer reviews and user-generated content

what makes good content for a social media community

sources of information for social media content:

compliments

complaints

images and photos

links to other websites

current trends

internet

how to and where to source photo content from the internet

importance of tone in online communication:

conversation

broadcasting

customer behaviour in relation to social media use

characteristics of a well written blog.

---