Social media engagement

BSBMKG527 Plan social media engagement

This unit is about effectively engaging 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.

 

How you will be assessed

You will be assessed through:

• Assessor observation on the job
• Supervisor reference (if the assessor is not the supervisor)
• Review of your workplace documents (e.g. procedures)
• Interview/assignment based on the requirements below.

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Practical

You will be assessed in the workplace as a safe environment, demonstrating consistent performance of typical activities experienced in the marketing communications field of work. You will need access to:

1. relevant legislation and regulations
2. communications equipment and technology
3. relevant workplace documentation and resources
4. case studies or, where possible, real situations
5. industry software packages and apps (where applicable).

You need to show that you have:

1. Specified a target audience for social media engagement to meet client or organisational requirements
2. Researched online behaviours and identify typical responses and journeys
3. Reviewed and selected social media platforms to meet requirements
4. Ensured social media interactions maintain consistent message to brand and develop trust
5. Monitored and reacted positively to changes in the social media space.

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Interview/assignment questions

1. What existing legislation and policy is relevant to social media?
2. Compare current social media platforms against key industry functions
3. Explain common social media interventions. How do users typically respond to them?
4. List current major tools and techniques used to engage users on social media.
5. Explain the different performance measures used to evaluate social media engagement.
6. Which performance measures are most appropriate to your work?

Note: Your assessor may also ask you a variety of what if questions.

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Detailed requirements

1. Determine your preferred audience

1. Find out what is required of the engagement in social media, and review them. These may be from clients or your organisation, and might apply to product, brand or organisational engagement)
2. Identify and specify the characteristics of the target audience
3. Research the online habits of the target audience
4. Find out what current legislation, regulation and organisational policy will let you do
5. Recognise and plan social media engagement

 

2. Profile expected behaviours

1. Model the typical journey of the target audience across device, platform, sites and applications
2. Identify common responses to triggers and interventions on social media sites and applications
3. Conduct market research with users on preferred and avoided behaviours on social media
4. Establish the attention span and retention characteristics of alternative content types and engagement patterns

 

3. Develop social engagement strategy

1. Select your preferred social media platforms to meet client and audience requirements
2. Select content and engagement interventions relevant to the target audience
3. Establish metrics for successful performance
4. Check that your strategy maintains the integrity of the brand and the message, and develops trust
5. Optimise the use of positive viral and other self-generating expansion techniques

 

4. Facilitate content and delivery

1. Check that your content is produced and released to get maximum attention from the target audience
2. Keep focussed on engaging your target audience, conversations and personalised response
3. Review third party tools to automate the engagement process, and apply them when possible
4. Establish and apply performance indicators for posts, responses and updates
5. Maximise cross-platform, device, site and application engagement for effort using suitable tools and techniques

 

5. Monitor and evaluate social media engagement

1. Regularly review performance with a social analytics service
2. Monitor and identify performance gaps against requirements and many any necessary adjustments
3. Evaluate and report on the effectiveness of your social media engagement.

 

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