Release 

Comments 

Release 1

This version first released with BSB Business Services Training Package Version 2.0.

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

Skill 

Performance 

Criteria 

Description 

Reading

1.1-1.4, 2.1, 2.2, 2.4, 4.2, 4.3, 5.1, 5.2

• Identifies and analyses complex texts to determine legislative, regulatory, organisational and client requirements
• Reviews a range of texts and reported information to understand the audience of the social media engagement
• Analyses reported information to gauge outcomes against job requirements

Writing

1.2, 1.4, 2.1, 2.3, 3.5, 4.1, 4.2, 5.3

• Integrates information from a number of sources to develop materials suitable for purpose and audience

Oral Communication

2.3, 5.3

• Presents information and seeks input using structure and language appropriate to audience; using questioning and listening to confirm understanding

Numeracy

2.4, 3.3, 4.4, 5.1, 5.2

• Analyses data from a range of sources to effectively understand audience, and define program success

Navigate the world of work

1.1, 1.4, 3.1, 5.2

• Adheres to legal and regulatory responsibilities, and job requirements relevant to each social media engagement

Interact with others

2.3, 4.2, 5.1, 5.3

• Selects and uses appropriate conventions and protocols when communicating with internal stakeholders and external suppliers or users to seek or share information

Get the work done

1.3, 1.4, 2.1, 2.3, 2.4, 3.1-3.5, 4.1-4.5, 5.1-5.3

• Plans and organises workload and processes to ensure compliance with organisational policies and procedures, and legislative requirements
• Responds rapidly and shows flexibility by taking advantage of the organic nature of social media where it is advantageous for organisation and client
• Draws insights from reported information, enabling increased understanding within the organisation and opportunities for improvement

Code and title  

current version 

Code and title 

previous version 

Comments 

Equivalence status 

BSBMKG527 Plan social media engagement

Not applicable

New unit

No equivalent unit

Release 

Comments 

Release 1

This version first released with BSB Business Services Training Package Version 2.0.