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Follow the links below to find material targeted to the unit's elements, performance criteria, required skills and knowledge

Elements and Performance Criteria

1. Identify preferred target 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 and document online habits of the target audience and deliver to appropriate personnel in accordance with organisational policies and procedures
2. Document expected behaviours of target audience
   • Model the typical journey of the target audience across devices, platforms, sites and applications
   • Identify common responses to triggers and interventions on social media platforms and applications
   • Conduct market research with users on preferred and avoided behaviours on social media
   • Evaluate market research to identify the attention span and retention characteristics of alternative content types and engagement patterns
   • Document research results and deliver to appropriate personnel
3. Devise social media engagement strategy
   • Select preferred social media platforms and applications to meet organisational/client and audience requirements
   • Select content and engagement interventions relevant to the target audience, in line with organisational strategies
   • Set measurable metrics for successful performance on social media, in line with organisational strategies
   • Optimise the use of positive viral and other self-generating expansion techniques
   • Identify any risks in the plan to integrity of brand and message, and trust of target audience
4. Facilitate content delivery
   • Develop relevant content and schedule release to maximise attention of the target audience
   • Engage with target audience on chosen social media platforms by offering personalised responses to target audience questions, comments and reactions
   • Review and apply third party tools to automate the engagement process when possible
   • Apply measurable metrics for posts, responses and updates
   • Maximise cross-platform, device, site and application engagement for effort using suitable tools and techniques
5. Monitor and evaluate social media engagement
   • Develop a plan for regular review of performance using a social analytics service
   • Review and identify gaps in performance against requirements and adjust as necessary, in line with organisational plan
   • Evaluate and report on social media engagement effectiveness, delivering to relevant personnel