List the assessment methods to be used and the context and resources required for assessment. Copy and paste the relevant sections from the evidence guide below and then re-write these in plain English.
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.
Skills must be demonstrated in a service industries environment. This can be:
an industry workplace
a simulated industry workplace.
Assessment must ensure use of:
information technology hardware and software
online information systems
social media platforms
social media usage and activity reports.
Assessors must satisfy the Standards for Registered Training Organisations’ requirements for assessors.