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Elements and Performance Criteria

1. Determine social media requirements.
   • 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.
2. Develop policies and procedures.
   • 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.
3. Develop a social media plan.
   • 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.
4. Implement social media plan.
   • 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.
5. Evaluate social media effectiveness.
   • 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.

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 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.

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Knowledge Evidence

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.

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