Release 

Comments 

Release 1

This version first released with BSB Business Services Training Package Version 3.0.

ELEMENT 

PERFORMANCE CRITERIA 

Elements describe the essential outcomes.

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

1. Identify preferred target 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 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

2.1 Model the typical journey of the target audience across devices, platforms, sites and applications

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

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

2.4 Evaluate market research to identify the attention span and retention characteristics of alternative content types and engagement patterns

2.5 Document research results and deliver to appropriate personnel

3. Devise social media engagement strategy

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

3.2 Select content and engagement interventions relevant to the target audience, in line with organisational strategies

3.3 Set measurable metrics for successful performance on social media, in line with organisational strategies

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

3.5 Identify any risks in the plan to integrity of brand and message, and trust of target audience

4. Facilitate content delivery

4.1 Develop relevant content and schedule release to maximise attention of the target audience

4.2 Engage with target audience on chosen social media platforms by offering personalised responses to target audience questions, comments and reactions

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

4.4 Apply measurable metrics 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 Develop a plan for regular review of performance using a social analytics service

5.2 Review and identify gaps in performance against requirements and adjust as necessary, in line with organisational plan

5.3 Evaluate and report on social media engagement effectiveness, delivering to relevant personnel

Skill 

Description 

Reading

• 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

Writing

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

Oral Communication

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

Numeracy

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

Navigate the world of work

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

Interact with others

• 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

• 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 

BSBMKG537 Develop a social media engagement plan

BSBMKG527 Plan social media engagement

Update to title, elements, performance criteria and assessment requirements

Equivalent unit

Release 

Comments 

Release 1

This version first released with BSB Business Services Training Package Version 3.0.