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Evidence Guide: BSBMKG527 - Plan social media engagement

Student: __________________________________________________

Signature: _________________________________________________

Tips for gathering evidence to demonstrate your skills

The important thing to remember when gathering evidence is that the more evidence the better - that is, the more evidence you gather to demonstrate your skills, the more confident an assessor can be that you have learned the skills not just at one point in time, but are continuing to apply and develop those skills (as opposed to just learning for the test!). Furthermore, one piece of evidence that you collect will not usualy demonstrate all the required criteria for a unit of competency, whereas multiple overlapping pieces of evidence will usually do the trick!

From the Wiki University

 

BSBMKG527 - Plan social media engagement

What evidence can you provide to prove your understanding of each of the following citeria?

Determine preferred audience

  1. Identify and review relevant client or organisational requirements for product, brand or organisational engagement in social media
  2. Identify and specify the characteristics of the target audience
  3. Research online habits of the target audience
  4. Recognise and plan social media engagement within current legislation, regulation and organisational policy
Identify and review relevant client or organisational requirements for product, brand or organisational engagement in social media

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify and specify the characteristics of the target audience

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Research online habits of the target audience

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Recognise and plan social media engagement within current legislation, regulation and organisational policy

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Profile expected behaviours

  1. Model the typical journey of the target audience across device, platform, sites and applications
  2. Identify common responses to triggers and interventions on social media sites and applications
  3. Conduct market research with users on preferred and avoided behaviours on social media
  4. Establish the attention span and retention characteristics of alternative content types and engagement patterns
Model the typical journey of the target audience across device, platform, sites and applications

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify common responses to triggers and interventions on social media sites and applications

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Conduct market research with users on preferred and avoided behaviours on social media

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Establish the attention span and retention characteristics of alternative content types and engagement patterns

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Develop social engagement strategy

  1. Select preferred social media platforms to meet client and audience requirements
  2. Select content and engagement interventions relevant to the target audience
  3. Establish metrics for successful performance on social media
  4. Ensure strategy maintains integrity of brand, message and develops trust
  5. Optimise the use of positive viral and other self-generating expansion techniques
Select preferred social media platforms to meet client and audience requirements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Select content and engagement interventions relevant to the target audience

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Establish metrics for successful performance on social media

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Ensure strategy maintains integrity of brand, message and develops trust

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Optimise the use of positive viral and other self-generating expansion techniques

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Facilitate content and delivery

  1. Ensure relevant content is produced and released to maximise attention of the target audience
  2. Maintain focus on target audience engagement, conversations and personalised response
  3. Review and apply third party tools to automate the engagement process when possible
  4. Establish and apply performance indicators for posts, responses and updates
  5. Maximise cross-platform, device, site and application engagement for effort using suitable tools and techniques
Ensure relevant content is produced and released to maximise attention of the target audience

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Maintain focus on target audience engagement, conversations and personalised response

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Review and apply third party tools to automate the engagement process when possible

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Establish and apply performance indicators for posts, responses and updates

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Maximise cross-platform, device, site and application engagement for effort using suitable tools and techniques

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Monitor and evaluate social media engagement

  1. Regularly review performance with a social analytics service
  2. Monitor and identify gaps in performance against requirements and adjust as necessary
  3. Evaluate and report on social media engagement effectiveness
Regularly review performance with a social analytics service

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Monitor and identify gaps in performance against requirements and adjust as necessary

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Evaluate and report on social media engagement effectiveness

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Evidence Guide

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

Required Skills and Knowledge

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 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.

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.