Unit of Competency Mapping – Information for Teachers/Assessors – Information for Learners

SIRXMKT006 Mapping and Delivery Guide
Develop a social media strategy

Version 1.0
Issue Date: April 2024


Qualification -
Unit of Competency SIRXMKT006 - Develop a social media strategy
Description
Employability Skills
Learning Outcomes and Application This unit describes the performance outcomes, skills and knowledge required to plan and evaluate the use of social media. It requires the ability to determine suitable social media platforms, plan appropriate use and evaluate the effectiveness of social media activity. This unit applies to individuals working in a diverse range of sectors and business contexts. They operate independently, under limited supervision from others, and are responsible for making a range of operational decisions.No occupational licensing, certification or specific legislative requirements apply to this unit at the time of publication.
Duration and Setting X weeks, nominally xx hours, delivered in a classroom/online/blended learning setting.

Skills must be demonstrated in a service industries environment. This can be:

an industry workplace

a simulated industry workplace.

Assessment must ensure use of:

information technology hardware and software

online information systems

social media platforms

social media usage and activity reports.

Assessors must satisfy the Standards for Registered Training Organisations’ requirements for assessors.
Prerequisites/co-requisites
Competency Field Marketing
Development and validation strategy and guide for assessors and learners Student Learning Resources Handouts
Activities 		Slides
PPT 		Assessment 1 Assessment 2 Assessment 3 Assessment 4
Elements of Competency Performance Criteria              
Element: 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.
       
Element: 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.
       
Element: 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.
       
Element: 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.
       
Element: 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.
       


Evidence Required

List the assessment methods to be used and the context and resources required for assessment. Copy and paste the relevant sections from the evidence guide below and then re-write these in plain English.

ELEMENTS

PERFORMANCECRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Determine social media requirements.

1.1. Review organisational strategic objectives and determine objectives and priorities for social media use.

1.2. Source and analyse information about the target market, its social media use, behaviours and preferred platforms.

1.3. Identify and analyse emerging trends in social media platform use.

1.4. Review and compare social media platforms and select those that meet organisational and target market needs.

1.5. Identify opportunities for social media integration with existing systems and procedures.

1.6. Identify opportunities to maximise business exposure through social media activity.

1.7. Determine opportunities for building brand awareness and an online community through social media use.

2. Develop social media policies and procedures.

2.1. Establish scope of social media policies and procedures based on planned social media activity.

2.2. Establish guidelines for social media engagement and content use.

2.3. Develop issue and crisis management guidelines and appropriate responses.

2.4. Integrate legal and ethical considerations into social media policies and procedures.

2.5. Ensure policies and procedures are customer-focused and align with organisational marketing plan and strategy.

3. Develop social media strategy.

3.1. Determine strategies for social media content development, customer engagement and customer service.

3.2. Develop and document a social media action plan detailing key responsibilities, resourcing requirements and timeframes.

3.3. Prepare a social media calendar documenting planned social media activity in line with marketing strategy and promotional activities.

3.4. Establish key performance indicators and evaluation criteria for measuring success of social media activity.

3.5. Establish methods for tracking and analysing social media engagement, activity and reach.

3.6. Ensure social media strategy aligns with organisational objectives and customer service standards.

4. Monitor social media use.

4.1. Communicate social media strategy, action plan, calendar and policies and procedures with relevant personnel.

4.2. 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.

4.3. Ensure tracking of social media engagement, activity and reach.

4.4. Monitor posting of social media content and ensure alignment with social media strategy, policies and procedures.

5. Review social media performance.

5.1. Analyse captured data to determine social media engagement, activity and reach.

5.2. Evaluate social media activity against strategy and use performance indicators to evaluate success of social media use.

5.3. Identify opportunities for future improvements in social media use and modify strategy and plans accordingly.

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.

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.

Submission Requirements

List each assessment task's title, type (eg project, observation/demonstration, essay, assignment, checklist) and due date here

Assessment task 1: [title]      Due date:

(add new lines for each of the assessment tasks)

Assessment Tasks

Copy and paste from the following data to produce each assessment task. Write these in plain English and spell out how, when and where the task is to be carried out, under what conditions, and what resources are needed. Include guidelines about how well the candidate has to perform a task for it to be judged satisfactory.

ELEMENTS

PERFORMANCECRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Determine social media requirements.

1.1. Review organisational strategic objectives and determine objectives and priorities for social media use.

1.2. Source and analyse information about the target market, its social media use, behaviours and preferred platforms.

1.3. Identify and analyse emerging trends in social media platform use.

1.4. Review and compare social media platforms and select those that meet organisational and target market needs.

1.5. Identify opportunities for social media integration with existing systems and procedures.

1.6. Identify opportunities to maximise business exposure through social media activity.

1.7. Determine opportunities for building brand awareness and an online community through social media use.

2. Develop social media policies and procedures.

2.1. Establish scope of social media policies and procedures based on planned social media activity.

2.2. Establish guidelines for social media engagement and content use.

2.3. Develop issue and crisis management guidelines and appropriate responses.

2.4. Integrate legal and ethical considerations into social media policies and procedures.

2.5. Ensure policies and procedures are customer-focused and align with organisational marketing plan and strategy.

3. Develop social media strategy.

3.1. Determine strategies for social media content development, customer engagement and customer service.

3.2. Develop and document a social media action plan detailing key responsibilities, resourcing requirements and timeframes.

3.3. Prepare a social media calendar documenting planned social media activity in line with marketing strategy and promotional activities.

3.4. Establish key performance indicators and evaluation criteria for measuring success of social media activity.

3.5. Establish methods for tracking and analysing social media engagement, activity and reach.

3.6. Ensure social media strategy aligns with organisational objectives and customer service standards.

4. Monitor social media use.

4.1. Communicate social media strategy, action plan, calendar and policies and procedures with relevant personnel.

4.2. 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.

4.3. Ensure tracking of social media engagement, activity and reach.

4.4. Monitor posting of social media content and ensure alignment with social media strategy, policies and procedures.

5. Review social media performance.

5.1. Analyse captured data to determine social media engagement, activity and reach.

5.2. Evaluate social media activity against strategy and use performance indicators to evaluate success of social media use.

5.3. Identify opportunities for future improvements in social media use and modify strategy and plans accordingly.

Copy and paste from the following performance criteria to create an observation checklist for each task. When you have finished writing your assessment tool every one of these must have been addressed, preferably several times in a variety of contexts. To ensure this occurs download the assessment matrix for the unit; enter each assessment task as a column header and place check marks against each performance criteria that task addresses.

Observation Checklist

Tasks to be observed according to workplace/college/TAFE policy and procedures, relevant legislation and Codes of Practice Yes No Comments/feedback
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. 
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. 
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. 
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. 
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. 

Forms

Assessment Cover Sheet

SIRXMKT006 - Develop a social media strategy
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SIRXMKT006 - Develop a social media strategy

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