Application
This unit describes the skills and knowledge required to effectively engage with a preferred audience on social media.
It applies to individuals working in a variety of marketing communications occupational roles who have responsibility for developing social media plans and facilitating social engagement.
No licensing, legislative or certification requirements apply to this unit at the time of publication.
Elements and Performance Criteria
ELEMENT | PERFORMANCE CRITERIA |
Elements describe the essential outcomes. | Performance criteria describe the performance needed to demonstrate achievement of the element. |
1. Determine preferred audience | 1.1 Identify and review relevant client or organisational requirements for product, brand or organisational engagement in social media 1.2 Identify and specify the characteristics of the target audience 1.3 Research online habits of the target audience 1.4 Recognise and plan social media engagement within current legislation, regulation and organisational policy |
2. Profile expected behaviours | 2.1 Model the typical journey of the target audience across device, platform, sites and applications 2.2 Identify common responses to triggers and interventions on social media sites and applications 2.3 Conduct market research with users on preferred and avoided behaviours on social media 2.4 Establish the attention span and retention characteristics of alternative content types and engagement patterns |
3. Develop social engagement strategy | 3.1 Select preferred social media platforms to meet client and audience requirements 3.2 Select content and engagement interventions relevant to the target audience 3.3 Establish metrics for successful performance on social media 3.4 Ensure strategy maintains integrity of brand, message and develops trust 3.5 Optimise the use of positive viral and other self-generating expansion techniques |
4. Facilitate content and delivery | 4.1 Ensure relevant content is produced and released to maximise attention of the target audience 4.2 Maintain focus on target audience engagement, conversations and personalised response 4.3 Review and apply third party tools to automate the engagement process when possible 4.4 Establish and apply performance indicators for posts, responses and updates 4.5 Maximise cross-platform, device, site and application engagement for effort using suitable tools and techniques |
5. Monitor and evaluate social media engagement | 5.1 Regularly review performance with a social analytics service 5.2 Monitor and identify gaps in performance against requirements and adjust as necessary 5.3 Evaluate and report on social media engagement effectiveness |
Evidence of Performance
Evidence of the ability to:
specify a target audience for social media engagement to meet client or organisational requirements
research online behaviours and identify typical responses and journeys
review and select social media platforms to meet requirements
ensure social media interactions maintain consistent message to brand and develop trust
monitor and react positively to changes in the social media space.
Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.
Evidence of Knowledge
To complete the unit requirements safely and effectively, the individual must:
identify existing legislation and policy relevant to social media
compare current social media platforms against key industry functions
explain the typical response characteristics of users to common social media interventions
list the current major tools and techniques used to engage users on social media
explain the different performance measures used to evaluate social media engagement.
Assessment Conditions
Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the marketing communications field of work and include access to:
relevant legislation and regulations
communications equipment and technology
relevant workplace documentation and resources
case studies or, where possible, real situations
industry software packages and apps (where applicable).
Assessors of this unit must satisfy the requirements for assessors in applicable vocational education and training legislation, frameworks and/or standards.
Foundation Skills
This section describes language, literacy, numeracy and employment skills incorporated in the performance criteria that are required for competent performance.
Skill | Performance Criteria | Description |
Reading | 1.1-1.4, 2.1, 2.2, 2.4, 4.2, 4.3, 5.1, 5.2 | Identifies and analyses complex texts to determine legislative, regulatory, organisational and client requirements Reviews a range of texts and reported information to understand the audience of the social media engagement Analyses reported information to gauge outcomes against job requirements |
Writing | 1.2, 1.4, 2.1, 2.3, 3.5, 4.1, 4.2, 5.3 | Integrates information from a number of sources to develop materials suitable for purpose and audience |
Oral Communication | 2.3, 5.3 | Presents information and seeks input using structure and language appropriate to audience; using questioning and listening to confirm understanding |
Numeracy | 2.4, 3.3, 4.4, 5.1, 5.2 | Analyses data from a range of sources to effectively understand audience, and define program success |
Navigate the world of work | 1.1, 1.4, 3.1, 5.2 | Adheres to legal and regulatory responsibilities, and job requirements relevant to each social media engagement |
Interact with others | 2.3, 4.2, 5.1, 5.3 | Selects and uses appropriate conventions and protocols when communicating with internal stakeholders and external suppliers or users to seek or share information |
Get the work done | 1.3, 1.4, 2.1, 2.3, 2.4, 3.1-3.5, 4.1-4.5, 5.1-5.3 | Plans and organises workload and processes to ensure compliance with organisational policies and procedures, and legislative requirements Responds rapidly and shows flexibility by taking advantage of the organic nature of social media where it is advantageous for organisation and client Draws insights from reported information, enabling increased understanding within the organisation and opportunities for improvement |
Sectors
Business Development – Marketing