NTISthis.com

Evidence Guide: SIRXMKT006 - Develop a social media strategy

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

 

SIRXMKT006 - Develop a social media strategy

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

Determine social media requirements.

  1. Review organisational strategic objectives and determine objectives and priorities for social media use.
  2. Source and analyse information about the target market, its social media use, behaviours and preferred platforms.
  3. Identify and analyse emerging trends in social media platform use.
  4. Review and compare social media platforms and select those that meet organisational and target market needs.
  5. Identify opportunities for social media integration with existing systems and procedures.
  6. Identify opportunities to maximise business exposure through social media activity.
  7. Determine opportunities for building brand awareness and an online community through social media use.
Review organisational strategic objectives and determine objectives and priorities for social media use.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Source and analyse information about the target market, its social media use, behaviours and preferred platforms.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify and analyse emerging trends in social media platform use.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Review and compare social media platforms and select those that meet organisational and target market needs.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify opportunities for social media integration with existing systems and procedures.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify opportunities to maximise business exposure through social media activity.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Determine opportunities for building brand awareness and an online community through social media use.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Develop social media policies and procedures.

  1. Establish scope of social media policies and procedures based on planned social media activity.
  2. Establish guidelines for social media engagement and content use.
  3. Develop issue and crisis management guidelines and appropriate responses.
  4. Integrate legal and ethical considerations into social media policies and procedures.
  5. Ensure policies and procedures are customer-focused and align with organisational marketing plan and strategy.
Establish scope of social media policies and procedures based on planned social media activity.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Establish guidelines for social media engagement and content use.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Develop issue and crisis management guidelines and appropriate responses.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Integrate legal and ethical considerations into social media policies and procedures.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Ensure policies and procedures are customer-focused and align with organisational marketing plan and strategy.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Develop social media strategy.

  1. Determine strategies for social media content development, customer engagement and customer service.
  2. Develop and document a social media action plan detailing key responsibilities, resourcing requirements and timeframes.
  3. Prepare a social media calendar documenting planned social media activity in line with marketing strategy and promotional activities.
  4. Establish key performance indicators and evaluation criteria for measuring success of social media activity.
  5. Establish methods for tracking and analysing social media engagement, activity and reach.
  6. Ensure social media strategy aligns with organisational objectives and customer service standards.
Determine strategies for social media content development, customer engagement and customer service.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Develop and document a social media action plan detailing key responsibilities, resourcing requirements and timeframes.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Prepare a social media calendar documenting planned social media activity in line with marketing strategy and promotional activities.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Establish key performance indicators and evaluation criteria for measuring success of social media activity.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Establish methods for tracking and analysing social media engagement, activity and reach.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Ensure social media strategy aligns with organisational objectives and customer service standards.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Monitor social media use.

  1. Communicate social media strategy, action plan, calendar and policies and procedures with relevant personnel.
  2. Monitor social media issues and crisis management and take required action to ensure impacts are minimised and occurrence of future issues or crisis are minimised.
  3. Ensure tracking of social media engagement, activity and reach.
  4. Monitor posting of social media content and ensure alignment with social media strategy, policies and procedures.
Communicate social media strategy, action plan, calendar and policies and procedures with relevant personnel.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Monitor social media issues and crisis management and take required action to ensure impacts are minimised and occurrence of future issues or crisis are minimised.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Ensure tracking of social media engagement, activity and reach.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Monitor posting of social media content and ensure alignment with social media strategy, policies and procedures.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Review social media performance.

  1. Analyse captured data to determine social media engagement, activity and reach.
  2. Evaluate social media activity against strategy and use performance indicators to evaluate success of social media use.
  3. Identify opportunities for future improvements in social media use and modify strategy and plans accordingly.
Analyse captured data to determine social media engagement, activity and reach.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Evaluate social media activity against strategy and use performance indicators to evaluate success of social media use.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify opportunities for future improvements in social media use and modify strategy and plans accordingly.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Evidence Guide

ELEMENTS

PERFORMANCECRITERIA

Elements describe the essential outcomes.

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

1. Determine social media requirements.

1.1. Review organisational strategic objectives and determine objectives and priorities for social media use.

1.2. Source and analyse information about the target market, its social media use, behaviours and preferred platforms.

1.3. Identify and analyse emerging trends in social media platform use.

1.4. Review and compare social media platforms and select those that meet organisational and target market needs.

1.5. Identify opportunities for social media integration with existing systems and procedures.

1.6. Identify opportunities to maximise business exposure through social media activity.

1.7. Determine opportunities for building brand awareness and an online community through social media use.

2. Develop social media policies and procedures.

2.1. Establish scope of social media policies and procedures based on planned social media activity.

2.2. Establish guidelines for social media engagement and content use.

2.3. Develop issue and crisis management guidelines and appropriate responses.

2.4. Integrate legal and ethical considerations into social media policies and procedures.

2.5. Ensure policies and procedures are customer-focused and align with organisational marketing plan and strategy.

3. Develop social media strategy.

3.1. Determine strategies for social media content development, customer engagement and customer service.

3.2. Develop and document a social media action plan detailing key responsibilities, resourcing requirements and timeframes.

3.3. Prepare a social media calendar documenting planned social media activity in line with marketing strategy and promotional activities.

3.4. Establish key performance indicators and evaluation criteria for measuring success of social media activity.

3.5. Establish methods for tracking and analysing social media engagement, activity and reach.

3.6. Ensure social media strategy aligns with organisational objectives and customer service standards.

4. Monitor social media use.

4.1. Communicate social media strategy, action plan, calendar and policies and procedures with relevant personnel.

4.2. Monitor social media issues and crisis management and take required action to ensure impacts are minimised and occurrence of future issues or crisis are minimised.

4.3. Ensure tracking of social media engagement, activity and reach.

4.4. Monitor posting of social media content and ensure alignment with social media strategy, policies and procedures.

5. Review social media performance.

5.1. Analyse captured data to determine social media engagement, activity and reach.

5.2. Evaluate social media activity against strategy and use performance indicators to evaluate success of social media use.

5.3. Identify opportunities for future improvements in social media use and modify strategy and plans accordingly.

Required Skills and Knowledge

ELEMENTS

PERFORMANCECRITERIA

Elements describe the essential outcomes.

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

1. Determine social media requirements.

1.1. Review organisational strategic objectives and determine objectives and priorities for social media use.

1.2. Source and analyse information about the target market, its social media use, behaviours and preferred platforms.

1.3. Identify and analyse emerging trends in social media platform use.

1.4. Review and compare social media platforms and select those that meet organisational and target market needs.

1.5. Identify opportunities for social media integration with existing systems and procedures.

1.6. Identify opportunities to maximise business exposure through social media activity.

1.7. Determine opportunities for building brand awareness and an online community through social media use.

2. Develop social media policies and procedures.

2.1. Establish scope of social media policies and procedures based on planned social media activity.

2.2. Establish guidelines for social media engagement and content use.

2.3. Develop issue and crisis management guidelines and appropriate responses.

2.4. Integrate legal and ethical considerations into social media policies and procedures.

2.5. Ensure policies and procedures are customer-focused and align with organisational marketing plan and strategy.

3. Develop social media strategy.

3.1. Determine strategies for social media content development, customer engagement and customer service.

3.2. Develop and document a social media action plan detailing key responsibilities, resourcing requirements and timeframes.

3.3. Prepare a social media calendar documenting planned social media activity in line with marketing strategy and promotional activities.

3.4. Establish key performance indicators and evaluation criteria for measuring success of social media activity.

3.5. Establish methods for tracking and analysing social media engagement, activity and reach.

3.6. Ensure social media strategy aligns with organisational objectives and customer service standards.

4. Monitor social media use.

4.1. Communicate social media strategy, action plan, calendar and policies and procedures with relevant personnel.

4.2. Monitor social media issues and crisis management and take required action to ensure impacts are minimised and occurrence of future issues or crisis are minimised.

4.3. Ensure tracking of social media engagement, activity and reach.

4.4. Monitor posting of social media content and ensure alignment with social media strategy, policies and procedures.

5. Review social media performance.

5.1. Analyse captured data to determine social media engagement, activity and reach.

5.2. Evaluate social media activity against strategy and use performance indicators to evaluate success of social media use.

5.3. Identify opportunities for future improvements in social media use and modify strategy and plans accordingly.

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 and compare at least three different social media platforms for organisational use and select platforms that best meet organisational social media requirements

for each platform identify:

key features

benefits

limitations

functionality

target audience and key users

terms of use

develop organisational policies and procedures for social media use detailing:

appropriate use of social media

appropriate content use and posting

complaints handling and crisis management

meeting legal and ethical responsibilities

privacy and security

develop a social media strategy for execution over a three-month period that details:

calendar of activities

resourcing requirements

content strategy

engagement strategy

activity and engagement tracking

key performance indicators and evaluation criteria

monitor and review social media data to review social media performance over a one month-period and make recommendations for future improvements.

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

key legal and ethical considerations as relevant to social media use:

Australian Consumer Law

copyright

privacy

codes of practice

data and personal security

trends in social media use and role in:

consumer engagement and feedback

generating sales

promotions and marketing

branding

social media platforms:

key features

benefits

limitations

functionality

target audience and key users

terms of use

key contents of organisational social media policies and procedures:

appropriate use of social media

appropriate content use and posting

complaints handling and crisis management

meeting legal and ethical responsibilities

privacy and security

techniques for achieving the following through social media use:

customer engagement

brand awareness

brand advocacy

increased sales

improved reach

role and benefits of user-generated content

role and key inclusions of a social media strategy:

calendar of activities

resourcing requirements

content strategy

engagement strategy

activity and engagement tracking

key performance indicators and evaluation criteria

action plan

tools and methods for tracking social media activity

types of social media issues and crisis:

potential impact

management strategies.