Application
This unit describes the performance outcomes, skills and knowledge required to establish a social media presence in a business. It requires an understanding of the use of social media tools and platforms to enhance customer engagement and market a business.
The unit is relevant to businesses operating in many industry contexts, including the tourism, travel, hospitality, events and other service industry sectors.
It applies to individuals using social media for business at an operational level under limited supervision.
No occupational licensing, certification or specific legislative requirements apply to this unit at the time of publication.
Elements and Performance Criteria
ELEMENTS | PERFORMANCE CRITERIA |
Elements describe the essential outcomes. | Performance criteria describe the performance needed to demonstrate achievement of the element. |
1. Prepare to use social media. | 1.1.Review organisational social media requirements and related policies and procedures. 1.2.Identify and confirm availability of resources required to comply with organisational objectives. 1.3.Confirm understanding of terms of use and policies for social media tools and platforms. |
2. Prepare content for use on social media. | 2.1.Source information and content from internal and external sources. 2.2.Develop content in line with target audience, brand culture and social media plan. 2.3.Source and use campaigns, promotions and community events that align with social media plan. |
3. Use social media to enhance customer engagement. | 3.1.Adhere to legal and ethical practices for use of social media according to social media plan. 3.2.Track social media activity using monitoring tools. 3.3.Respond to customers in a timely manner and direct them to relevant information as required. 3.4.Respond to negativity and complaints promptly and within scope of own role, using crisis management processes, policies and standard approved responses. 3.5.Identify potential incidents or points of conflict and escalate to relevant personnel as required. 3.6.Identify opportunities to improve individual customer experience. |
4. Market and promote a business. | 4.1.Curate and post content according to social media plan and content calendar. 4.2.Create opportunities to attract and promote user-generated content. 4.3.Monitor organisational metrics according to social media plan and report to relevant personnel. 4.4.Recommend improvements to marketing and promotion through social media engagement to relevant personnel. |
Evidence of Performance
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.
Evidence of Knowledge
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.
Assessment Conditions
Skills must be demonstrated in a business where use of social media is required. This can be:
an industry workplace
a simulated industry workplace set up for the purpose of skills assessment.
Assessment must ensure use of:
content calendar that lists:
key events
milestones and relevant dates
content for release
files for use in social media:
images
text files
PDFs
audio files
video files
link associated files
organisational social media plan
computer or mobile device with internet access
social media monitoring tools
social media platforms and tools
social media platform and tool policies and terms of use
customers or stakeholders on social media with whom the individual can interact; these can be:
customers or stakeholders in an industry workplace; or
individuals who participate in role plays or simulated activities, set up for the purpose of assessment, in a simulated industry environment operated within a training organisation.
Assessors must satisfy the Standards for Registered Training Organisations’ requirements for assessors.
Foundation Skills
Foundation skills essential to performance, but not explicit in the performance criteria are listed here, along with a brief context statement. | |
SKILLS | DESCRIPTION |
Reading skills to: | interpret basic technical terminology in relation to social media platforms and tools. |
Writing skills to: | use correct spelling and grammar in social media posts and interactions communicate effectively to diverse audiences with honesty and transparency. |
Numeracy skills to: | interpret social media usage and activity reports. |
Initiative and enterprise skills to: | act on opportunities for enhanced customer experience presented by social media interactions. |
Self-management skills to: | manage time spent online for maximum efficiency. |
Technology skills to: | upload images, text files, PDF files, audio files, video files and link associated files import and export software functions conduct online research for appropriate content. |
Sectors
Cross-Sector
Competency Field
E-Business