Elements and Performance Criteria
- Determine preferred audience
- Identify and review relevant client or organisational requirements for product, brand or organisational engagement in social media
- Identify and specify the characteristics of the target audience
- Research online habits of the target audience
- Recognise and plan social media engagement within current legislation, regulation and organisational policy
- Profile expected behaviours
- Model the typical journey of the target audience across device, platform, sites and applications
- Identify common responses to triggers and interventions on social media sites and applications
- Conduct market research with users on preferred and avoided behaviours on social media
- Establish the attention span and retention characteristics of alternative content types and engagement patterns
- Develop social engagement strategy
- Select preferred social media platforms to meet client and audience requirements
- Select content and engagement interventions relevant to the target audience
- Establish metrics for successful performance on social media
- Ensure strategy maintains integrity of brand, message and develops trust
- Optimise the use of positive viral and other self-generating expansion techniques
- Facilitate content and delivery
- Ensure relevant content is produced and released to maximise attention of the target audience
- Maintain focus on target audience engagement, conversations and personalised response
- Review and apply third party tools to automate the engagement process when possible
- Establish and apply performance indicators for posts, responses and updates
- Maximise cross-platform, device, site and application engagement for effort using suitable tools and techniques
- Monitor and evaluate social media engagement