Course Title: Develop a social media strategy

Part A: Course Overview

Program: C5425 Diploma of Social Media Marketing

Course Title: Develop a social media strategy

Portfolio: Vocational Education

Nominal Hours: 30

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.

Terms

Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

MKTG9335C

City Campus

TAFE

525T Business & Enterprise

Face-to-Face or Internet

 Term2 2023,
Term1 2024

Course Contact: Nick Reynolds

Course Contact Phone: +61 3 9925 0791

Course Contact Email: nick.reynolds@rmit.edu.au



Course 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.

Pre-requisite Courses and Assumed Knowledge and Capabilities

There are no pre-requisites for this unit.



National Competency Codes and Titles

National Element Code & Title:

SIRXMKT006 Develop a social media strategy

Elements:

1. Determine social media requirements

2. Develop social media policies and procedures

3. Develop social media strategy.

4. Monitor social media use.

5. Review social media performance.

Learning Outcomes


Overview of Assessment

Performance Evidence

Evidence of the ability to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and:

  • research and compare at least three different social media platforms for organisational use and select platforms that best meet organisational social media requirements
  • for each platform identify:
  • key features
  • benefits
  • limitations
  • functionality
  • target audience and key users
  • terms of use
  • develop organisational policies and procedures for social media use detailing:
  • appropriate use of social media
  • appropriate content use and posting
  • complaints handling and crisis management
  • meeting legal and ethical responsibilities
  • privacy and security
  • develop a social media strategy for execution over a three-month period that details:
  • calendar of activities
  • resourcing requirements
  • content strategy
  • engagement strategy
  • activity and engagement tracking
  • key performance indicators and evaluation criteria
  • monitor and review social media data to review social media performance over a one month-period and make recommendations for future improvements.

Knowledge Evidence

Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:

  • key legal and ethical considerations as relevant to social media use:
  • Australian Consumer Law
  • copyright
  • privacy
  • codes of practice
  • data and personal security
  • trends in social media use and role in:
  • consumer engagement and feedback
  • generating sales
  • promotions and marketing
  • branding
  • social media platforms:
  • key features
  • benefits
  • limitations
  • functionality
  • target audience and key users
  • terms of use
  • key contents of organisational social media policies and procedures:
  • appropriate use of social media
  • appropriate content use and posting
  • complaints handling and crisis management
  • meeting legal and ethical responsibilities
  • privacy and security
  • techniques for achieving the following through social media use:
  • customer engagement
  • brand awareness
  • brand advocacy
  • increased sales
  • improved reach
  • role and benefits of user-generated content
  • role and key inclusions of a social media strategy:
  • calendar of activities
  • resourcing requirements
  • content strategy
  • engagement strategy
  • activity and engagement tracking
  • key performance indicators and evaluation criteria
  • action plan
  • tools and methods for tracking social media activity
  • types of social media issues and crisis:
  • potential impact
  • management strategies.

Assessment Conditions

Skills must be demonstrated in a service industries environment. This can be:

  • an industry workplace
  • a simulated industry workplace.

 

Assessment must ensure use of:

  • information technology hardware and software
  • online information systems
  • social media platforms
  • social media usage and activity reports.

 

Assessors must satisfy the Standards for Registered Training Organisations’ requirements for assessors.

 

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.