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Evidence Guide: SIRXMKT002 - Use social media to engage customers

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

 

SIRXMKT002 - Use social media to engage customers

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

Prepare to use social media.

  1. Review organisational social media requirements and policies and procedures.
  2. Research various social media platforms, and identify and compare their audience, functionality and reach.
  3. Research emerging trends in social media platform use.
  4. Select social media platforms that meet brand needs and reach target customer.
  5. Source information and content from internal and external sources for use on social media platforms
  6. Develop content in line with target audience, brand cultures and social media requirements as required.
  7. Source or create a social media calendar.
Review organisational social media requirements and policies and procedures.

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Research various social media platforms, and identify and compare their audience, functionality and reach.

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Research emerging trends in social media platform use.

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Select social media platforms that meet brand needs and reach target customer.

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Source information and content from internal and external sources for use on social media platforms

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Develop content in line with target audience, brand cultures and social media requirements as required.

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Source or create a social media calendar.

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Use social media to enhance customer engagement.

  1. Create opportunities to attract and promote user-generated content.
  2. Respond to customers in a timely manner, directing them to relevant information as required.
  3. Identify potential brand damage, and take action to prevent escalation.
  4. Promptly respond to customer complaints and issues according to social media policies and procedures.
  5. Adhere to legal and ethical practices for social media use.
Create opportunities to attract and promote user-generated content.

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Respond to customers in a timely manner, directing them to relevant information as required.

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Identify potential brand damage, and take action to prevent escalation.

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Promptly respond to customer complaints and issues according to social media policies and procedures.

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Adhere to legal and ethical practices for social media use.

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Promote products and services.

  1. Identify social media marketing opportunities and curate and post content to promote products and services.
  2. Use social media to promote special offers, events and promotions as required.
  3. Post content according to social media policies and procedures.
Identify social media marketing opportunities and curate and post content to promote products and services.

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Use social media to promote special offers, events and promotions as required.

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Post content according to social media policies and procedures.

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Review social media use.

  1. Track social media activity using monitoring tools.
  2. Identify opportunities to improve customer experience, and recommend to relevant personnel.
  3. Update the look and feel of the social media account to maximise effectiveness.
  4. Report on social media engagement and reach to relevant personnel.
Track social media activity using monitoring tools.

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Identify opportunities to improve customer experience, and recommend to relevant personnel.

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Update the look and feel of the social media account to maximise effectiveness.

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Report on social media engagement and reach to relevant personnel.

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Evidence Guide

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 policies and procedures.

1.2.Research various social media platforms, and identify and compare their audience, functionality and reach.

1.3.Research emerging trends in social media platform use.

1.4.Select social media platforms that meet brand needs and reach target customer.

1.5.Source information and content from internal and external sources for use on social media platforms

1.6.Develop content in line with target audience, brand cultures and social media requirements as required.

1.7.Source or create a social media calendar.

2. Use social media to enhance customer engagement.

2.1.Create opportunities to attract and promote user-generated content.

2.2.Respond to customers in a timely manner, directing them to relevant information as required.

2.3.Identify potential brand damage, and take action to prevent escalation.

2.4.Promptly respond to customer complaints and issues according to social media policies and procedures.

2.5.Adhere to legal and ethical practices for social media use.

3. Promote products and services.

3.1.Identify social media marketing opportunities and curate and post content to promote products and services.

3.2.Use social media to promote special offers, events and promotions as required.

3.3.Post content according to social media policies and procedures.

4. Review social media use.

4.1.Track social media activity using monitoring tools.

4.2.Identify opportunities to improve customer experience, and recommend to relevant personnel.

4.3.Update the look and feel of the social media account to maximise effectiveness.

4.4.Report on social media engagement and reach to relevant personnel.

Required Skills and Knowledge

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 policies and procedures.

1.2.Research various social media platforms, and identify and compare their audience, functionality and reach.

1.3.Research emerging trends in social media platform use.

1.4.Select social media platforms that meet brand needs and reach target customer.

1.5.Source information and content from internal and external sources for use on social media platforms

1.6.Develop content in line with target audience, brand cultures and social media requirements as required.

1.7.Source or create a social media calendar.

2. Use social media to enhance customer engagement.

2.1.Create opportunities to attract and promote user-generated content.

2.2.Respond to customers in a timely manner, directing them to relevant information as required.

2.3.Identify potential brand damage, and take action to prevent escalation.

2.4.Promptly respond to customer complaints and issues according to social media policies and procedures.

2.5.Adhere to legal and ethical practices for social media use.

3. Promote products and services.

3.1.Identify social media marketing opportunities and curate and post content to promote products and services.

3.2.Use social media to promote special offers, events and promotions as required.

3.3.Post content according to social media policies and procedures.

4. Review social media use.

4.1.Track social media activity using monitoring tools.

4.2.Identify opportunities to improve customer experience, and recommend to relevant personnel.

4.3.Update the look and feel of the social media account to maximise effectiveness.

4.4.Report on social media engagement and reach to relevant personnel.

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 four social media platforms and select two platforms for use, appropriate to business needs and target customer

use the above two social media platforms to engage the customer by:

curating and posting written and visual content appropriate to the target customer

promote one organisational marketing activity

respond to two of the following types of customer social media posts:

customer reviews

user generated content

questions

complaints

troll

review effectiveness of social media platform across a one month period by:

reporting on social media activity

making at least one recommendation for continuous improvement of social media use.

Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:

organisational policies and procedures for social media use

rules and regulations and terms of use of specific social media platforms:

privacy

spamming

copyright

creative commons

social media trends:

trending platforms

consumer behaviour

trending content

various social media platforms:

demographic of primary users

key features and uses

integration into business activity

useability

privacy and security features

costs

legal and ethical practices for use of social media:

responsible use of platforms

responsible marketing practices

fair competition guidelines

duty of care

bullying and harassment policy

types of social media users and their impacts:

troll

angry customer

misguided customer

unhappy customer

complimentary customers

brand advocates

techniques for:

marketing the business using social media platforms:

promoting products

promoting special events

creating brand awareness

responding to customer posts on social media:

customer reviews

user generated content

questions

complaints

troll

social media tools, and their use, for:

monitoring

scheduling social media content

capturing engagement and reach data

commercial impact of social media platform both favourable and unfavourable:

importance of consumer reviews and user generated content

value of building a community of advocates on a social media platform

types of crisis issues or conflicts that can arise on social media locally, nationally and internationally

sources and types of social media content:

product information

images and photos

links to other websites

videos

text and graphics

current trends

Internet.