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Elements and Performance Criteria
Elements describe the essential outcomes.
Performance criteria describe the performance needed to demonstrate achievement of the element.
1. Determine social media requirements.
1.1.Identify and profile target audience.
1.2.Research social media platforms and tools, strategies for use and relevance to organisation.
1.3.Select appropriate social media platforms and tools to meet organisational objectives.
2. Develop policies and procedures.
2.1.Develop organisational policies and procedures for social media use.
2.2.Establish guidelines for audience engagement and appropriate content.
2.3.Develop a social media crisis management plan, including approved responses, to deal with social media issues and incidents.
3. Develop a social media plan.
3.1.Identify strategies in relation to consumer and stakeholder engagement, marketing and customer service activities that are to be undertaken using social media.
3.2.Prepare a calendar documenting planned social media activity.
3.3.Establish metrics to measure success of social media activity.
3.4.Document social media plan outlining activity to be undertaken, timelines and targets.
4. Implement social media plan.
4.1.Identify and organise appropriate resources to implement social media plan.
4.2.Implement social media plan according to organisational policies and procedures.
4.3.Manage escalated complaints, conflicts and crisis situations according to social media plan.
4.4.Post approved responses to issues and incidents promptly.
5. Evaluate social media effectiveness.
5.1.Measure success of social media activities against social media plan targets.
5.2.Identify gaps and determine strategies to address performance issues.
5.3.Modify social media plan to support on-going business growth as required.