ELEMENTS

PERFORMANCE CRITERIA

Elements describe the essential outcomes

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

1. Determine social media or online requirements.

1.1. Confirm core activities, customer base, organisational values and current direction.

1.2. Determine organisational objectives for use of social media and online platforms.

1.3. Assess the need for particular platform functions to service target audience and organisational requirements.

1.4. Select social media and online platforms suited to organisational objectives and target audience requirements.

2. Develop social media or online strategy.

2.1. Determine types and frequency of social media and online communications to match specific objectives.

2.2. Identify which social media and online platforms will be utilised for communications and audiences.

2.3. Establish key performance indicators and evaluation criteria to measure effectiveness of social media or online activities.

2.4. Identify methods to analyse performance and establish a schedule for regular analysis, evaluation and reporting.

2.5. Determine implementation budget, roles and responsibilities and allocate to personnel.

3. Develop content guidelines.

3.1. Determine guidelines for use of appropriate language and tone for outbound communications and customer interactions.

3.2. Develop standard responses for customer interactions.

3.3. Establish standards for use and formatting of text and images.

3.4. Determine parameters for appropriate and inappropriate content and what organisational and customer information can and cannot be published.

3.5. Establish content approvals process and designate levels of authority to personnel.

3.6. Communicate content guidelines to personnel.

4. Develop and document policies and procedures.

4.1. Develop policies for customers of organisational social media and online sites.

4.2. Develop organisational policies and procedures to guide activities of personnel.

4.3. Communicate policies, procedures and expectations to personnel and customers.

5. Implement strategy.

5.1. Develop action plans for implementing overall strategy and individual campaigns.

5.2. Prepare a schedule documenting planned social media and online activities.

5.3. Identify and communicate priorities, key responsibilities, targets and timelines.

5.4. Monitor organisation’s social media and online activity and drive implementation.

6. Evaluate strategy.

6.1. Assess reports on data analysis and evaluation.

6.2. Evaluate social media and online activity against strategy, key performance indicators and reports.

6.3. Determine and report on success of online presence in engaging customers for general and targeted purposes.

6.4. Monitor, regularly, changes to social media and online platform functionality to determine impacts on strategy.

6.5. Modify and continuously improve current and future strategies according to evaluation and changing platform functionality.

Foundation skills essential to performance in this unit, but not explicit in the performance criteria are listed here, along with a brief context statement.

SKILLS

DESCRIPTION

Reading skills to:

interpret complex and unfamiliar information.

Writing skills to:

produce comprehensive plans, policies and procedures using clear and detailed language that can be easily understood by personnel operating at different levels of seniority

produce standard customer responses of varying complexity, using language suitable for purpose and audience.

Numeracy skills to:

interpret fundamental statistical information from performance reports to draw conclusions.

Initiative and enterprise skills to:

identify opportunities to engage customers and promote exposure of the organisation through online activities.

Planning and organising skills to:

coordinate multiple elements involved in developing and implementing online strategies in a logical and time efficient sequence

produce and use cohesive action plans to guide implementation of online strategies for self and team members.

Self-management skills to:

take responsibility for strategy development from initial planning through to implementation and evaluation

critically evaluate successes and failures of strategies to initiate improvements.