Reference no: EM133189392 , Length: word count:1400
BSBMKG546 Develop social media engagement plans
Task A - Knowledge questions
A1. Give examples of how organisations can use the following to engage people on social media:
• Using personalised responses
• Commenting
• Reacting to other people's content
Answer in 100-200 words.
A2. Describe what the following metrics are and how they can be used when evaluating social media engagement:
• Engagement Rate
• Audience Growth Rate
• Virality Rate
Ensure you explain how each metric can be calculated.
Answer in 80-200 words.
A3. Explain how communicating consistently on social media can help:
• An organisation's branding
• An organisation to gain the trust of its target audience
Answer in 100-200 words.
A4. Describe what the following are and how brands can use them engage their audiences:
• Instagram reels
• Social media stories
• Live videos
• Facebook chatbots
Use examples to support your answer.
Answer in 80-200 words.
A5. Identify at least one legislation relevant to social media. Briefly describe what the legislation is and how it impacts what marketers can do on social media.
Answer in 80-160 words.
B. Task B-Create social media engagement plans
Task B instructions
In Task B, you will research an organisation's target audience. Then develop plans to engage with them on two different social media platforms.
Read the "BSBMKG546 Case study information" document provided on Moodle, then answer the questions below.
B1. Describe what Joyful Wild aims to achieve by using social media.
Answer in 50-100 words.
B2. You now need to research how the Joyful Wild's target audience uses social media.
Summarise your research into a short report. Ensure your report addresses the questions below:
• Who is the organisation's target audience? Describe key characteristics of the audience such as their age, gender, location, interests, and any other defining qualities
• What social media platforms does the target audience use? Identify the social media platforms the target audience regularly uses. For example, do they use Instagram, TikTok, or LinkedIn?
• How does the target audience use each platform? For example, how often do they use each platform, when is the audience most active on the platform, and what do they aim to get out of using each platform?
• What kinds of content does the target audience engage with the most? Provide at least three examples to support your answer.
• When it comes to social media, what does the audience tend to avoid? For example, this could be certain platforms, content types or other behaviours.
Write your report using the headings and sections provided below.
Answer in 250-800 words.
B3.
THE SCENARIO:
Now you have researched the organisation's target audience, you need to share your findings with others. Set up a meeting with:
• Yourself, role playing being the Social Media Manager at Joyful Wild
• The Marketing Director at Joyful Wild, as role played by another student in your unit
NOTE: Your Trainer & Assessor will also observe this meeting and complete an observation checklist
WHAT YOU NEED TO DO BEFORE YOUR MEETING:
Organise a day and time for your meeting, in line with the availability of other students in your unit as well as your Trainer & Assessor. This meeting should take no more than5 minutes.
You are required to managethe meeting. Prior to the meeting ensure you have read the instructions below on what you'll be required to do during the meeting and prepare as necessary.
WHAT YOU NEED TO DO DURING YOUR MEETING:
Use the meeting to:
• Present a summary of your research into the target audience
• Seek feedback on your understanding of the target audience
Ensure you take note of what you discuss during the meeting.
WHAT YOU NEED TO DO AFTER YOUR MEETING:
Record notes of what was discussed during your meeting, including any feedback received.
Answer in 50-100 words.
B4. Now you have a clear understanding of the organisation's target audience, you are to create a social media engagement plan. This plan is to cover two different social media platforms.
Ensure your social media engagement plan includes the following sections and information:
• Selected social media platforms - Select two social media platforms to be used for engaging the target audience. Briefly describe why you have chosen these two platforms.
• Performance metrics - for each platform, outline at least two performance metrics you will use to assess engagement
• Engagement approaches - outline approaches you will use to engage the target audience on each platform
• Community management - describe:
o Three common comments/messages the target audience is likely to use on social media when interacting with the organisation
o Responses that can be used to response to the common comments/messages identified
o Techniques that will be used to keep comments and messages from the organisation consistent
• Automation - Describe any automation you will use. For example, automated publishing of content and automated responses to direct messages
• Contingency plans - outline at least two things that could go wrong with implementing your engagement plan. Then describe ways these circumstances could be responded to and managed.
• Related policies and procedures - describe organisational policies and procedures you will follow when engaging on social media
NOTE: Use the template below to create your report. Answer in 300-700 words.
C. Task C-Engage on social media
Task C instructions
Task C follows on from Task B.
In this task, you are to use the social media engagement plan you developed in Task B to plan and produce content. You are also to engage with the target audience on social media.
Ensure you have read the "BSBMKG546 Case study information" document provided on Moodle, then answer the questions below.
C1. For the two platforms you have selected, create a content schedule. Ensure each schedule outlines:
• The platform being used
• The day each piece of content will be published
• The time each piece of content will be published
• The format of the content (eg. story, fleet, feed post, reel)
• A description of the written, image and/or video elements of each piece of content
Create your schedules using the templates provided on the follow page.
NOTE: Each content schedule should cover a period of at least one week and detail at least three pieces of content. When considering the number of pieces of content to be published on each platform, consider best practices. Think about how many times a brand should post content per day and per week to drive the most engagement with its audience.
C2. You are to develop copy, images and/or videos for at least two items of content detailed in your content schedule (as created in Task C, Question C1). Detail this content below.
Make sure you include all elements of content required for the content form you have selected. For example, if creating content for an Instagram carousel post, you should provide at least two images and one caption.
C3.Identify which tool(s) you will use to schedule your content and explain how you will use them.
Answer in 50-100 words.
C4. Review the "Task C Scenario" provided in the Case Study Information document. Then describe how you will respond to each example.
Answer in 50-100 words.
D. Task D-Monitor engagement
Task D instructions
Task D follows on from Task C.
In this task, you are to review an organisation's social media engagement, then propose recommendations for improvement.
Ensure you have read the "BSBMKG546 Case study information" document provided on Moodle, then answer the questions below.
D1. You are to report on the organisation's recent social media performance. Ensure your report:
• Compares the organisation's social media results against key performance metrics.
• Describes what organisation has done successfully to generate social media engagement.
• Identifies at least two areas in which the organisation's social media engagement could be improved. Describe what actions should be taken to improve performance.
Answer using the template provided below.
Answer in 100-200 words.
D2. You now need to share the report you created in the previous question.
Prepare copy (text) for an email sharing the report withMackensie Williams, the Social Media Director at Joyful Wild. Ensure your email copy:
• Introduces the report and provides a brief summary of it
• Explains the report is attached to the email
• Uses professional language
Answer in 80-160 words.
D3.You have been asked to update the organisation's social media engagement plan to include a monitoring section. Prepare the text for this section.
Make sure the monitoring section outlines a plan for how the organisation can monitor its social media performance over the next 6 months. Ensure you describe:
• A social media analytics service that you recommend the organisation uses. Make sure you describe at least two benefits of using the service you recommend
• When performance should be monitored
• How often performance should be reported on
Answer in 80-160 words.
Attachment:- Develop social media engagement plans.rar