Unit of competency Outline

Date retreived
23/07/2026 11:02 PM AWST

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Develop a social media strategy

Develop a social media strategy

Unit of competency
National Code
SIRXMKT006
State Code
BBB68
TGA Status
Current
DTWD Status
Approved
Current Release Number
1.00
Current Release Date
16/08/2017
View on TGA
State Implementation and Classification
Approved Date
14/12/2017
Field of Education
080505 - Marketing
Original Release Date
14/12/2017
Nominal Hours
45
Description
This unit describes the performance outcomes, skills and knowledge required to plan and evaluate the use of social media. It requires the ability to determine suitable social media platforms, plan appropriate use and evaluate the effectiveness of social media activity. This unit applies to individuals working in a diverse range of sectors and business contexts. They operate independently, under limited supervision from others, and are responsible for making a range of operational decisions.No occupational licensing, certification or specific legislative requirements apply to this unit at the time of publication.
Notes
Elements and Performance Criteria
1. Determine social media requirements.
  • 1.1. Review organisational strategic objectives and determine objectives and priorities for social media use.
  • 1.2. Source and analyse information about the target market, its social media use, behaviours and preferred platforms.
  • 1.3. Identify and analyse emerging trends in social media platform use.
  • 1.4. Review and compare social media platforms and select those that meet organisational and target market needs.
  • 1.5. Identify opportunities for social media integration with existing systems and procedures.
  • 1.6. Identify opportunities to maximise business exposure through social media activity.
  • 1.7. Determine opportunities for building brand awareness and an online community through social media use.
2. Develop social media policies and procedures.
  • 2.1. Establish scope of social media policies and procedures based on planned social media activity.
  • 2.2. Establish guidelines for social media engagement and content use.
  • 2.3. Develop issue and crisis management guidelines and appropriate responses.
  • 2.4. Integrate legal and ethical considerations into social media policies and procedures.
  • 2.5. Ensure policies and procedures are customer-focused and align with organisational marketing plan and strategy.
3. Develop social media strategy.
  • 3.1. Determine strategies for social media content development, customer engagement and customer service.
  • 3.2. Develop and document a social media action plan detailing key responsibilities, resourcing requirements and timeframes.
  • 3.3. Prepare a social media calendar documenting planned social media activity in line with marketing strategy and promotional activities.
  • 3.4. Establish key performance indicators and evaluation criteria for measuring success of social media activity.
  • 3.5. Establish methods for tracking and analysing social media engagement, activity and reach.
  • 3.6. Ensure social media strategy aligns with organisational objectives and customer service standards.
4. Monitor social media use.
  • 4.1. Communicate social media strategy, action plan, calendar and policies and procedures with relevant personnel.
  • 4.2. Monitor social media issues and crisis management and take required action to ensure impacts are minimised and occurrence of future issues or crisis are minimised.
  • 4.3. Ensure tracking of social media engagement, activity and reach.
  • 4.4. Monitor posting of social media content and ensure alignment with social media strategy, policies and procedures.
5. Review social media performance.
  • 5.1. Analyse captured data to determine social media engagement, activity and reach.
  • 5.2. Evaluate social media activity against strategy and use performance indicators to evaluate success of social media use.
  • 5.3. Identify opportunities for future improvements in social media use and modify strategy and plans accordingly.
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