Course Title: Develop social media engagement plans
Part B: Course Detail
Teaching Period: Term1 2024
Course Code: MKTG6114C
Course Title: Develop social media engagement plans
Important Information:
Please note that this course may have compulsory in-person attendance requirements for some teaching activities.
To participate in any RMIT course in-person activities or assessment, you will need to comply with RMIT vaccination requirements which are applicable during the duration of the course. This RMIT requirement includes being vaccinated against COVID-19 or holding a valid medical exemption.
Please read this RMIT Enrolment Procedure as it has important information regarding COVID vaccination and your study at RMIT: https://policies.rmit.edu.au/document/view.php?id=209.
Please read the Student website for additional requirements of in-person attendance: https://www.rmit.edu.au/covid/coming-to-campus
Please check your Canvas course shell closer to when the course starts to see if this course requires mandatory in-person attendance. The delivery method of the course might have to change quickly in response to changes in the local state/national directive regarding in-person course attendance.
See Canvas
School: 525T Business & Enterprise
Campus: City Campus
Program: C5406 - Diploma of Business
Course Contact: Jeremy Glover
Course Contact Phone: +61 3 9925 1485
Course Contact Email: jeremy.glover@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Course Leader: Joe Rosagrata
email: joe.rosagrata@rmit.edu.au
Nominal Hours: 50
Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.
Pre-requisites and Co-requisites
None
Course Description
This unit describes the skills and knowledge required to effectively develop social media engagement plans with a preferred target audience.
The unit 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.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBMKG546 Develop social media engagement plans |
Element: |
1. Prepare to develop social media strategy |
Performance Criteria: |
1.1 Identify client requirements and characteristics of target audience for social media strategy 1.2 Research and document characteristics and online habits of the target audience according to organisational policy 1.3 Identify and analyse common responses to triggers, interventions, and preferred and avoided behaviours on social media platforms and applications 1.4 Evaluate market research and identify the attention span and retention characteristics of alternative content types and engagement patterns 1.5 Document research results and deliver to appropriate personnel |
Element: |
2. Devise social media engagement strategy |
Performance Criteria: |
2.1 Select preferred social media platforms and applications according to organisation, client and audience requirements 2.2 Select content and engagement interventions for target audience according to client requirements 2.3 Establish metrics for social media performance according to organisational strategies 2.4 Identify and develop mitigation solution for risks to brand and message integrity and trust of target audience |
Element: |
3. Facilitate content delivery |
Performance Criteria: |
3.1 Develop relevant content and schedule release for maximising target audience attention 3.2 Engage with target audience on chosen social media platforms 3.3 Identify and implement relevant tools and automate the engagement process in applicable delivery areas 3.4 Apply identified metrics for posts, responses and updates |
Element: |
4. Monitor and evaluate social media engagement |
Performance Criteria: |
4.1 Develop plan for ongoing review of performance using a social media analytics service 4.2 Identify gaps in performance against requirements and adjust as necessary according to organisational plan 4.3 Evaluate and report on social media engagement effectiveness for delivery to relevant personnel |
Learning Outcomes
This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to effectively develop social media engagement plans with a preferred target audience.
Details of Learning Activities
A range of learning activities are planned for this course including self-paced and collaborative classroom-based activities.
The collaborative classroom-based activities will include group discussion, group problem solving activities and opportunities to practice your skills in a simulated/real workplace environment.
We expect you to participate and contribute in all scheduled learning activities.
Teaching Schedule
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| Week | Topic | Readings and Activities | Assessment |
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WEEK 1
Main Topic Name
Introduction |
Teacher, student introductions Assessments and Feedback Orientation programme. Assessment Tasks Groups (Team activity vs Assess) Workshop |
Canvas LMS Assessments review RMIT general orientation review RMIT Connect Reminder re Plagiarism Reminder re Appeals Extensions/Resubmissions (The rules) Reminder re submission requirements Getting help (enrolment accuracy) Competency explained Feedback in this course Library – Harvard Refs Basic report writing access |
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WEEK 2
Main Topic Name Develop a social media strategy |
Introduction to social media
Target Markets Analysis
Segments Creating a persona (profile)
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Resources/Readings: PPT Slides Behaviour on media platforms (What is a) Social media plan (an introduction) Digital media (short review)
Attitudes and Behaviours (consumption) (triggers and interventions) Communication tolerances and sensitivities Attention span and retention characteristics
Activities: Creating a persona (profile)
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WEEK 3
Main Topic Name
Develop a social media strategy |
Goals and Objectives (SMART) Objectives and Content Development
Social media strategy (plan) Stakeholder management
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Resources/Readings: PPT Slides Using Automation (Marketo) Developing content (creation)
Social Media Tools Stakeholder register and comms
Activities: Goals and Objectives (SMART
Reporting to stakeholders (stakeholders |
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WEEK 4
Main Topic Name
Develop a social media strategy |
Networks - selection (Social Media Platforms)
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Resources/Readings: PPT Slides
Networks (what to use?) Evaluation metrics for social media (intro) engagement What is a conversion?
Activities: Review Platforms (LinkedIn, YouTube, Pinterest) – twitter - re-tweets + followers -Facebook- Shares, likes + followers -Instagram - Likes + followers Snapchat (and others) |
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WEEK 5
Main Topic Name
Develop an engagement plan |
Project Management |
Resources/Readings: PPT Slides
Social media engagement & analytics (tools) Content calendar Scheduling tool (preparing messages and posts) content strategy (release)
Activities: Social media planning (develop)
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WEEK 6
Main Topic Name
Develop an engagement plan |
Social media analytics tools
Looking for imposter accounts
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Resources/Readings: PPT Slides Engagement strategies Imposter accounts (Look for…)
Identify gaps in performance and adjust review organisations (Use social media analytics service)
Activities: Using branded hashtags # Click throughs Mentions (tagged-untagged) Social media (tools eg, Hootsuite) https://blog.hootsuite.com/how-to-create-a-social-media-marketing-plan/ Blogs Social media audits (create table)
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WEEK 7
Main Topic Name
Develop an engagement plan |
Identifying Risk
Identifying gaps in the market
Behaviour on media platforms
Mitigation Risk solution
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Resources/Readings: PPT Slides Marketing Mix Review (4Ps Brief review) Gap analysis Target market (market analysis) – Demo/Psych/Beh/Geo/Usage (VALs2) Maslow needs (profile)
Mitigation Risk solution
Activities: Risk Assessment SWOT – PEST review market Competitor analysis
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WEEK 8
Main Topic Name
Develop an engagement plan |
Legal, policy and procedure
Branding |
Resources/Readings: PPT Slides Legislation and Policy and procedures (org) Legal & Ethical issues – (e.g. Privacy, Anti-spam, IP, ACL) National Standards - (Advertising standards, product safety stands, OHS etc) Codes of practice – 2 elements of code
Activities: Branding (consistent responses, comments and reactions |
Assessment 1 Due (Sun 11.59PM) |
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WEEK 9
Main Topic Name Develop an engagement plan |
Customer Journey and social media planning and scheduling |
Resources/Readings: PPT Slides Customer service Social media strategy - measure progress Goals and Objectives (SMART) (revised) AIDA sales funnel Activities: Customer journey (map)
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WEEK 10
Main Topic Name
Evaluate required Change to current operations |
Customer Journey and social media planning and scheduling
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Resources/Readings: PPT Slides Customer service Social media strategy - measure progress Goals and Objectives (SMART) (revised) AIDA sales funnel Scheduling
Activities: Customer journey (map) Personalised Responses
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WEEK 11
Main Topic Name
Evaluate required Change to current operations |
Metrics and communications |
Resources/Readings: PPT Slides UTM (URLs) Identify reach Social media listening (competitors) Metrics (How to set them) CRM Email marketing Text messages SEO/SEM Impressions CPC (cost-per-click) PPC (pay-per-click) A/B Testing
Activities: Researching (gathering data) Key word search (SEO SEM)
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WEEK 12
Main Topic Name
Evaluate required Change to current operations |
Evaluation planning Analytics |
Resources/Readings: PPT Slides Analytics software – review
Activities: Research – IBIS, and Other databases (Passport – Euromonitor)
Workshop (plan and develop strategy)
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WEEK 13
Main Topic Name
Evaluate required Change to current operations |
Student Check-In (presentations) |
Resources/Readings: PPT Slides
Activities: Presentations of Journey map |
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WEEK 14
Main Topic Name
Evaluate required Change to current operations |
Semester Review (Material) |
Resources/Readings: PPT Slides
Activities: Semester Review Assessment 2 Workshop
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WEEK 15
Main Topic Name Assessment Review |
Assessment 2 overview and workshop |
Resources/Readings: Assessment Document
Activities:
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Assessment 2 Due (Sun 11.59PM) |
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WEEK 16
Main Topic Name
Resubmission |
Assessment feedback and resubmits |
Assessment feedback and resubmits |
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Learning Resources
Prescribed Texts
References
Other Resources
You will need a laptop or another appropriate mobile device to participate in this course.
Overview of Assessment
In order to achieve competency in this unit, you must provide:
Performance Evidence
The candidate must demonstrate the ability to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including evidence of the ability to:
- develop, review and update a social media engagement plan for an organisation or work area.
In the course of the above, the candidate must:
- specify a target audience for social media engagement according to client or organisational requirements
- set measurable metrics for determining success
- research online behaviours and characteristics of target audience and identify typical responses and journeys
- review and select social media platforms and applications to meet requirements
- develop and schedule release of relevant content that aligns to strategy
- develop a plan for social media interactions including requirements for consistent messaging and automate engagement process where possible
- monitor and react positively to changes in the social media space.
Knowledge Evidence
The candidate must be able to demonstrate knowledge to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including knowledge of:
- features of existing legislation and policy relevant to social media
- features of existing social media platforms and their relevance to key industry functions
- benefits of consistent messaging in social media, including branding and the development of trust
- methods of engaging target audience on social media including:
- offering personalised responses to target audience questions
- comments
- reactions
- typical response characteristics of users to common social media interventions
- features of existing tools and techniques used to engage users on social media
- performance measures commonly used to evaluate social media engagement
- relevant organisational strategies, policies, and procedures.
Assessment Conditions
Skills in this unit must be demonstrated in a workplace or simulated environment where the conditions are typical of those in a working environment in this industry.
This includes access to:
- legislation and regulations for business social media engagement
- workplace documentation and resources relevant to performance evidence.
Feedback
Feedback will be provided throughout the semester in class and/or online discussions. You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. Finally, you can email or arrange an appointment with your teacher to gain more feedback on your progress.
You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.
Assessment Tasks
AT1 - Assessment task one - Plan Social Media Strategy
Date and Time Due: Week 9 Sun 11:59 pm
This assessment will assess your skills and knowledge in preparing for a social media strategy which includes devising the social media engagement strategy and developing engaging social media content across a range of platforms.
This assessment may be delivered based on the organisation as required. If a real business is available, this should be used for your assessment, otherwise the case study provided will be used. All details for this assessment will be provided on Canvas as a class resource.
In this task you are required to develop a social media strategy that includes relevant and engaging content to support the development of content relevant for the task required. To do this, you are required to answer the questions listed below (Questions 1-6) in a word document. For questions 7-9 you are to respond to the questions using the supporting templates (Q7- Buying Persona Template PowerPoint, Q8 - Customer Journal Map Document, Q9 - project plan template in Appendix 4).
AT2 - Assessment task two - Create Social Media Engagement Strategy
Date and Time Due: Week 15 Sun 11:59 pm
This assessment task is to be completed using the case study provided or a real business. All details for this assessment will be provided on Canvas as a class resource.
In this task you are to develop social media and supporting digital content and incorporates the strategic recommendations outlined in Assessment Task 1.
This Assessment Task comprises of two parts:
Part A – Prepare Strategy
Part B – Review and Present Strategy
To complete this Assessment Task, you will need to refer to the documentation from Assessment Task 1.
Assessment Matrix
The assessment matrix that maps all the assessments is available on Canvas.
Other Information
Submission Requirements
You should:
• Ensure that you submit assessments on or before the due date via Canvas.
• Always retain a copy of your assessment tasks. (hard copy and soft copy)
• When you submit work for assessment at RMIT University you need to use the Assessment task document that includes a declaration and statement of authorship.
• Each page of your assessment should include a footer with your name, student number, the title of the assessment, unit code and title and page numbers.
Late Submission Procedures
You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.
Extension of Time. If you are prevented from submitting an assessment item on time by circumstances outside your control, you may apply in advance to your teacher for an extension to the due date of up to seven calendar days.
More information: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/extensions-of-time-for-submission-of-assessable-work
Form to use is found in the section "How to apply."
Special Consideration. Where more than seven days is needed, you must apply for Special Consideration. Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination.
More information: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/special-consideration
Resubmission (VE Programs)
If you are found to be Not Yet Competent in a course assessment task (or you do not submit the assessment tasks/attend the assessment) you will be allowed one resubmission. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission in Canvas.
If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.
Adjustments to Assessment
In certain circumstances students may be eligible for an assessment adjustment.
More information: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/adjustments-to-assessment
Marking Guide (Competency):
You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying. You will receive feedback on each assessment task that will inform you about your progress and how well you are performing.
- CA Competency Achieved
- NYC Not Yet Competent
- DNS Did Not Submit for assessment
Course Overview: Access Course Overview