Unit of Competency Mapping – Information for Teachers/Assessors – Information for Learners

BSBMKG527 Mapping and Delivery Guide
Plan social media engagement

Version 1.0
Issue Date: May 2024


Qualification -
Unit of Competency BSBMKG527 - Plan social media engagement
Description
Employability Skills
Learning Outcomes and Application This unit describes the skills and knowledge required to effectively engage with a preferred audience on social media.It applies to individuals working in a variety of marketing communications occupational roles who have responsibility for developing social media plans and facilitating social engagement.No licensing, legislative or certification requirements apply to this unit at the time of publication.
Duration and Setting X weeks, nominally xx hours, delivered in a classroom/online/blended learning setting.

Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the marketing communications field of work and include access to:

relevant legislation and regulations

communications equipment and technology

relevant workplace documentation and resources

case studies or, where possible, real situations

industry software packages and apps (where applicable).

Assessors of this unit must satisfy the requirements for assessors in applicable vocational education and training legislation, frameworks and/or standards.
Prerequisites/co-requisites
Competency Field
Development and validation strategy and guide for assessors and learners Student Learning Resources Handouts
Activities 		Slides
PPT 		Assessment 1 Assessment 2 Assessment 3 Assessment 4
Elements of Competency Performance Criteria              
Element: 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
       
Element: 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
       
Element: 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
       
Element: 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
       
Element: Monitor and evaluate social media engagement
  • Regularly review performance with a social analytics service
  • Monitor and identify gaps in performance against requirements and adjust as necessary
  • Evaluate and report on social media engagement effectiveness
       


Evidence Required

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.

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

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

1. Determine preferred audience

1.1 Identify and review relevant client or organisational requirements for product, brand or organisational engagement in social media

1.2 Identify and specify the characteristics of the target audience

1.3 Research online habits of the target audience

1.4 Recognise and plan social media engagement within current legislation, regulation and organisational policy

2. Profile expected behaviours

2.1 Model the typical journey of the target audience across device, platform, sites and applications

2.2 Identify common responses to triggers and interventions on social media sites and applications

2.3 Conduct market research with users on preferred and avoided behaviours on social media

2.4 Establish the attention span and retention characteristics of alternative content types and engagement patterns

3. Develop social engagement strategy

3.1 Select preferred social media platforms to meet client and audience requirements

3.2 Select content and engagement interventions relevant to the target audience

3.3 Establish metrics for successful performance on social media

3.4 Ensure strategy maintains integrity of brand, message and develops trust

3.5 Optimise the use of positive viral and other self-generating expansion techniques

4. Facilitate content and delivery

4.1 Ensure relevant content is produced and released to maximise attention of the target audience

4.2 Maintain focus on target audience engagement, conversations and personalised response

4.3 Review and apply third party tools to automate the engagement process when possible

4.4 Establish and apply performance indicators for posts, responses and updates

4.5 Maximise cross-platform, device, site and application engagement for effort using suitable tools and techniques

5. Monitor and evaluate social media engagement

5.1 Regularly review performance with a social analytics service

5.2 Monitor and identify gaps in performance against requirements and adjust as necessary

5.3 Evaluate and report on social media engagement effectiveness

Evidence of the ability to:

specify a target audience for social media engagement to meet client or organisational requirements

research online behaviours and identify typical responses and journeys

review and select social media platforms to meet requirements

ensure social media interactions maintain consistent message to brand and develop trust

monitor and react positively to changes in the social media space.

Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.

To complete the unit requirements safely and effectively, the individual must:

identify existing legislation and policy relevant to social media

compare current social media platforms against key industry functions

explain the typical response characteristics of users to common social media interventions

list the current major tools and techniques used to engage users on social media

explain the different performance measures used to evaluate social media engagement.

Submission Requirements

List each assessment task's title, type (eg project, observation/demonstration, essay, assignment, checklist) and due date here

Assessment task 1: [title]      Due date:

(add new lines for each of the assessment tasks)

Assessment Tasks

Copy and paste from the following data to produce each assessment task. Write these in plain English and spell out how, when and where the task is to be carried out, under what conditions, and what resources are needed. Include guidelines about how well the candidate has to perform a task for it to be judged satisfactory.

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

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

1. Determine preferred audience

1.1 Identify and review relevant client or organisational requirements for product, brand or organisational engagement in social media

1.2 Identify and specify the characteristics of the target audience

1.3 Research online habits of the target audience

1.4 Recognise and plan social media engagement within current legislation, regulation and organisational policy

2. Profile expected behaviours

2.1 Model the typical journey of the target audience across device, platform, sites and applications

2.2 Identify common responses to triggers and interventions on social media sites and applications

2.3 Conduct market research with users on preferred and avoided behaviours on social media

2.4 Establish the attention span and retention characteristics of alternative content types and engagement patterns

3. Develop social engagement strategy

3.1 Select preferred social media platforms to meet client and audience requirements

3.2 Select content and engagement interventions relevant to the target audience

3.3 Establish metrics for successful performance on social media

3.4 Ensure strategy maintains integrity of brand, message and develops trust

3.5 Optimise the use of positive viral and other self-generating expansion techniques

4. Facilitate content and delivery

4.1 Ensure relevant content is produced and released to maximise attention of the target audience

4.2 Maintain focus on target audience engagement, conversations and personalised response

4.3 Review and apply third party tools to automate the engagement process when possible

4.4 Establish and apply performance indicators for posts, responses and updates

4.5 Maximise cross-platform, device, site and application engagement for effort using suitable tools and techniques

5. Monitor and evaluate social media engagement

5.1 Regularly review performance with a social analytics service

5.2 Monitor and identify gaps in performance against requirements and adjust as necessary

5.3 Evaluate and report on social media engagement effectiveness

Copy and paste from the following performance criteria to create an observation checklist for each task. When you have finished writing your assessment tool every one of these must have been addressed, preferably several times in a variety of contexts. To ensure this occurs download the assessment matrix for the unit; enter each assessment task as a column header and place check marks against each performance criteria that task addresses.

Observation Checklist

Tasks to be observed according to workplace/college/TAFE policy and procedures, relevant legislation and Codes of Practice Yes No Comments/feedback
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 
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 
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 
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 
Regularly review performance with a social analytics service 
Monitor and identify gaps in performance against requirements and adjust as necessary 
Evaluate and report on social media engagement effectiveness 

Forms

Assessment Cover Sheet

BSBMKG527 - Plan social media engagement
Assessment task 1: [title]

Student name:

Student ID:

I declare that the assessment tasks submitted for this unit are my own work.

Student signature:

Result: Competent Not yet competent

Feedback to student

 

 

 

 

 

 

 

 

Assessor name:

Signature:

Date:

Assessment Record Sheet

BSBMKG527 - Plan social media engagement

Student name:

Student ID:

Assessment task 1: [title] Result: Competent Not yet competent

(add lines for each task)

Feedback to student:

 

 

 

 

 

 

 

 

Overall assessment result: Competent Not yet competent

Assessor name:

Signature:

Date:

Student signature:

Date: