This unit describes the performance outcomes, skills and knowledge required to perform, conduct and optimise organic social media marketing campaigns with artificial intelligence (AI) and activities for an organisation to achieve marketing objectives without a paid advertising budget. 

It requires the ability to establish an organic presence on social media platforms such as Facebook, Instagram, LinkedIn, X, YouTube, TikTok, and Pinterest.

It also requires the ability to develop an organic social media marketing strategy and to create, schedule and analyse organic content. In particular, it requires the use of AI-assisted tools to improve content quality, consistency and performance 

The unit applies to individuals who manage and optimise organic social media marketing campaigns and activities for an organisation. This includes business owners who manage their own marketing activities, and employees, freelancers and marketing consultants who manage organic social media marketing activities for an organisation.

No occupational licensing, certification or specific legislative requirements apply to this unit at the time of publication.