BSBMKG537 Develop a social media engagement plan

Release: 1

BSBMKG537 Develop a social media engagement plan

Modification History

Release	Comments
Release 1	This version first released with BSB Business Services Training Package Version 3.0.

Application

This unit describes the skills and knowledge required to effectively plan engagement with a preferred target audience on social media.

It applies to individuals working in a variety of marketing and communications occupational roles who have responsibility for developing social media plans and facilitating social engagement on behalf of a business or organisation.

No licensing, legislative or certification requirements apply to this unit at the time of publication.

Unit Sector

Business Development – Marketing

Elements and Performance Criteria

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

Foundation Skills

This section describes those language, literacy, numeracy and employment skills that are essential to performance but not explicit in the performance criteria.

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

Unit Mapping Information

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

Links

Companion Volume implementation guides are found in VETNet - https://vetnet.gov.au/Pages/TrainingDocs.aspx?q=11ef6853-ceed-4ba7-9d87-4da407e23c10