Reference no: EM133786559

Develop a social media strategy

Knowledge Assessment

Question 1
Identify at least one provision from each legislation listed below that applies to using social media for business purposes.

Competition and Consumer Act 2010
Access Part 4C - Payment surcharges Division 5 Investigation power      
Privacy Act 1988
Access Part 6A - Dealing with personal information in emergencies and disasters Division 3 Provisions dealing with the use and disclosure of personal information      

Question 2
Answer the questions below based on the given document below.
Social Media and Online Commentary Codes of Conduct

Identify the three guidelines in working with copyrighted materials.
Access Guidelines for Brands (Commercial Use) Item 7

Identify the eight guidelines in using social media platforms for commercial use.

Question 3
Read the scenario about trends in social media related to consumer engagement.

Meghan opened a small diner downtown.
During the first week of opening the diner, Meghan had very little success in customer retention as people just seem to come and go without growing attachment to the business. Her friend Roxie suggested to use Facebook, a social media platform popular for promoting businesses, to build customer support.

Convinced of her friend's suggestion, Meghan started posting photos of the diner's menu on Facebook with the aim to build relationship and customer retention through social media engagements. She prioritised developing a positive relationship with platform users. Aside from posting photos and videos of her diner and its menu, Meghan sees to it that she responds to every message and comment she receives regarding her diner.

Answer the questions that follow.

Identify the role of Facebook in assisting Meghan to build her diner.

Identify the trend that Meghan capitalised on for promoting her diner.

Question 4

Read the scenario about trends in social media related to consumer feedback.Britney is an online seller, using social media platforms to sell all sorts of merchandise. However, during one of her livestreams in which she actively sells products to live viewers, her internet connection was repeatedly interrupted due to service provider issues. This instance recurred repeatedly over several weeks which had her frustrated with her internet service provider, UDC.Britney used Twitter, a social media platform where you can voice out anything that comes into mind, to lash out against UDC while using the hashtag ‘#UDCWorstInternetProvider'. To her surprise, she found out that the hashtag is a current trend as people who had the same experience with her used the platform to voice out their grievances over the matter.Answer the questions that follow.

Identify the role of Twitter in assisting Britney express her opinion over her internet provider.

Identify the trend that Britney found to align with her experience.

Question 5
Read the scenario about trends in social media related to generating sales.

Felix leads a team that sells garden tools. One of their new products, Hextech Garden Pro 5000, a motorised garden shovel that allows the user to shape lawns with high precision, will be released to the market in a few weeks.

To build momentum during release, Felix advised his team to follow a trend in promoting the product on TikTok, a video streaming social media platform. The team took advantage of the opportunity and initiated a trend of posting a video on TikTok of using the product to shape lawns into funny images. Users of the platform followed the trend which boosted the sales of the product.

Answer the questions that follow.

Following Felix's advice, identify the promotion initiated by the team.

Identify for what purpose did Felix's team used TikTok.

Question 6
Read the scenario about trends in social media related to promotions and marketing.

Tony just recently opened a bar but had trouble attracting guests to visit. As a marketing scheme, he decided to make YouTube videos to get the attention of potential guests.

As a form of promotion, he hired stuntmen who was filmed to be in an action-filled spy scene. At the end of each scene, the video shows the stuntmen celebrating at the bar right before flashing the bar's logo. People loved the idea which made him make more promotional video advertisements. Another one of his ads show a normal working guy having a rough day but ends the day relaxing in his bar.

The success of the video promotions proved to be an effective marketing scheme as people flooded Tony's bar every day.

Answer the questions that follow.

Briefly explain the marketing scheme that Tony use to get the attention of potential guests.

Identify at least two promotions that Tony made to promote his bar.

Question 7
Read the scenario about trends in social media related to branding.

Marx started his own clothing line just recently.

A current trend for clothing companies is hiring social media influencers to pose and advertise their designs in various social media platforms. Marx's clothing line hopes to promote expressing oneself and being more confident or comfortable with their individuality with his wacky, out of this world, feel good yet elegant designs. Following the trend done by other clothing companies, Marx hired comedians and theatre actors and actresses as they represent confidence in freedom of self-expression and representation. Additionally, people who likes having fun would find this branding relatable and would be more natural to support.
Answer the questions that follow.

Briefly explain the branding that Marx was going for.

Identify the people hired by Marx to promote his brand.

Briefly explain how the identified people hired by Marx would appropriately promote his branding.

Question 8

Complete the table below about social media platforms by identifying the following:
At least one example of the type of social media platform listed below
At least two key features of the example of social media platform identified
At least two benefits of using the identified example of social media platform
At least two limitations of using the identified example of social media platform
The function of the example of social media platform identified
The target audience of the example of social media platform identified
The platform users of the example of social media platform identified
The terms of use of the example of social media platform identified

Types of Social Media Platforms Example of Type of Social Media Platform Key Features Benefits Limitations Function Target Audience Platform Users Terms of Use
Social networking                                                
                 
Media sharing                                                
                 
Blogging

Question 9

Access your organisational policies and procedures for the following:
Appropriate use of social media
Appropriate content use and posting
Handling of complaints
Crisis management
Meeting legal responsibilities
Meeting ethical responsibilities
Privacy and security
Complete the table below regarding key contents of organisational social media policies and procedures:
Identify the policy statement related to social media use for each policies and procedure listed below.
Outline the procedures in implementing the identified policy statement.
You must submit a copy of the accessed organisational policies and procedures to your assessor.

Policies and Procedures Policy Statement Procedures in Implementing Identified Policy Statement
Appropriate use of social media            
Appropriate content use and posting            

Handling of complaints            
Crisis management            
Meeting legal responsibilities            
Meeting ethical responsibilities            
Privacy and security            

Question 10

Complete the table below about techniques in promoting organisation through social media:
Identify at least two techniques in achieving each business aspect through the use of social media.
Briefly explain how the identified technique can achieve each business aspect through the use of social media.

Business Aspect Technique How Technique Achieves Business Aspect
Customer engagement            
           
Brand awareness

Brand advocacy            
           
Increased sales            
           
Improved reach

Question 11

Complete the table below regarding the roles and benefits of user-generated content:
In 50 words or more, briefly explain the purpose of each user-generated content listed below in building an organisation's social media presence.
Identify at least two benefits for each user-generated content in building an organisation's social media presence.

User-Generated Content Purpose Benefit
Blog posts            
     
Video contents

Question 12

Complete the table below regarding social media strategy:
Briefly explain the purpose of each section of social media strategy listed.
Identify at least two contents of each section of social media strategy listed.

Section of Social Media Strategy Purpose Contents of Each Section of Social Media Strategy
Calendar of activities            
     
Resourcing requirements            
     
Content strategy            
     
Engagement strategy

Activity tracking            
     
Engagement tracking            
     
Key performance indicators and evaluation criteria            
     
Action plan

Question 13

Complete the table below regarding social media strategy:
Identify at least two tools in tracking social media activity.
Briefly explain how each identified tool is used in tracking social media activity.

Tools in Social Media Activity Tracking How Each Tool is Used to Track Social Media Activity

Question 14

Complete the table below regarding social media issues:
Briefly explain the impact of each social media issue listed below to the organisation.
Identify at least two strategies in handling each social media issue listed

Social Media Issues Impact to the Organisation Strategies in Handling Each Issue
Not having enough resources            
     
Failing to establish community of followers            
     
Ineffective tracking results

Question 15

Complete the table below regarding social media crisis:
Briefly explain the impact of each social media crisis listed below to the organisation.
Identify at least two strategies in handling each social media crisis listed

Social Media Crisis Impact to the Organisation Strategies in Handling Each Crisis
Multi-channel crisis            
     
Emerging crisis            
     
Industry crisis            
     
Practical Assessment

The Practical Assessment is a set of tasks that must be completed in the workplace, or a simulated workplace set up for the purpose of skills assessment.
To be assessed for this unit of competency, you must demonstrate your skills and knowledge to develop a social media strategy for organisational use.
The Practical Assessments in this workbook include:

Workplace Assessment
A series of tasks assessing the learner's practical knowledge and skills relevant to the unit of competency. This includes the learner completing workplace documents or similar as evidence of competent performance.

Task 1: Determine Organisational Social Media Objectives

ASSESSMENT INSTRUCTIONS
This task will require you to create a social media review to assess the organisation's social media objectives.
Use your workplace/organisation's template to complete this task, or use the Social Media Review template provided at the Bounce Fitness site.
To complete this task, you must:
Access and review workplace documents containing information on the following:
Organisational strategic objectives
Information on the organisation's target market
Reviews at least two organisational strategic objectives
Identify at least two of each of the following:
Objectives for social media use
Priorities for social media use
Identify the following information about the organisation's target market:
Demographic
At least three preferred social media platforms of the target market
Social media use
At least two social media behaviour
Analyse each information identified against objectives identified
Identify at least two emerging trends in social media
Analyse each identified emerging trends in social media against objective and priorities identified.
Log all sources accessed to complete this task
Create at least one social media review document with information from above

Review Workplace Assessment Task 1 - Assessor's Checklist before starting this task. This form outlines the following:
Resources you are required to access to complete the task.
All criteria your submission must address to satisfactorily complete this task.
Your assessor will discuss these resources with you, and the criteria outlined in this form prior to this assessment.
Submit the social media review document to your assessor.
Include any supplementary documents/sources used to complete the social media review document, including:
Workplace documents containing information on the following:
At least two organisational strategic objectives
Information on the organisation's target market

Task 2: Choose Social Media Platform

ASSESSMENT INSTRUCTIONS
This task will require you to complete a social media platform evaluation document to compare at least three social media platforms and choose one platform that matches the organisation's needs.
Use your workplace/organisation's template to complete this task, or use the Social Media Platform Evaluation template provided at the Bounce Fitness site.
To complete this task, you must:
Access and review the social media review document submitted in Workplace Assessment Task 1.
Identify at least two of each of the following:
Organisational needs
Target market needs
Organisational social media requirements
Review at least three social media platforms for organisational use
Social media platforms to be reviewed for organisational use must be the same social media platforms identified in Workplace Assessment Task 1.
Research for the following for each platform identified:
At least two key features
At least two benefits
At least two limitations
Functionality of platform
Target audience
Key users
Terms of use

Compare all information identified for each platform.
Select at least one social media platform that best meet the identified needs.
Create at least one social media platform evaluation with information from above.
Record all information collected in a social media platform evaluation document
Review Workplace Assessment Task 2 - Assessor's Checklist before starting this task. This form outlines the following:
Resources you are required to access to complete the task.
All criteria your submission must address to satisfactorily complete this task.
Your assessor will discuss these resources with you, and the criteria outlined in this form prior to this assessment.
Submit the following to your assessor:
Social media platform evaluation document
Evidence of Researching Information for Social Media Platforms
Evidence must be at least one of the following:
Email correspondence
Meeting minutes
Video recording of the learner doing research

Task 3: Determine Social Media Activity

ASSESSMENT INSTRUCTIONS
This task will require you to create a social media opportunity evaluation document to determine opportunities relevant to organisational social media use.
Use your workplace/organisation's template to complete this task, or use the Social Media Opportunity Evaluation template provided at the Bounce Fitness site.
To complete this task, you must:
Access and review the following:
Social media review document submitted in Workplace Assessment Task 1.
Social media platform evaluation document submitted in Workplace Assessment Task 2.
Workplace documents containing information on the organisation's existing systems
Business policies and procedures
Identify at least two of each of the following:
Existing systems of the organisation
Business procedures
Identify at least two opportunities for each of the following using the social media platform identified in Workplace Assessment Task 2:
Integrating social media with existing systems
Integrating social media with existing business procedures
Maximising business exposure
Building brand awareness
Building online community

Identify at least two social media activities to address opportunities identified
Create at least one social media opportunity evaluation with information from above
Review Workplace Assessment Task 3 - Assessor's Checklist before starting this task. This form outlines the following:
Resources you are required to access to complete the task.
All criteria your submission must address to satisfactorily complete this task.
Your assessor will discuss these resources with you, and the criteria outlined in this form prior to this assessment.
Submit the social media platform evaluation document to your assessor.
Include any supplementary documents/sources used to complete the social media platform evaluation document, including:
Workplace documents containing information on the organisation's existing systems
Business policies and procedures

Task 4: Establish Social Media Policies and Procedures

ASSESSMENT INSTRUCTIONS
This task will require you to develop policies and procedures to be considered in conducting each social media activity identified in Workplace Assessment Task 3.
Use your workplace/organisation's template to complete this task, or use the Social Media Activity Policies and Procedures template provided at the Bounce Fitness site.
To complete this task, you must:
Access and review the following:
Social media opportunity evaluation document submitted in Workplace Assessment Task 3.
Organisational documents, including:
Marketing plan
Marketing strategy
Customer service standards
Legal requirements related to social media use
Ethical requirements related to social media use
Develop policies and procedures on conducting each social media activity identified in Workplace Assessment Task 3, by identifying the following:
At least two legal requirements
At least two ethical requirements
At least two provisions of each requirements identified
Scope of social media activity policies and procedures
Social media guidelines on the following:
Social media engagement
Social media content use
Social media posting
Appropriate use of social media
Meeting legal and ethical requirements
Privacy and security

Trouble management guidelines on the following:
Issue management
Crisis management
Complaint handling
Ensure that developed policies and procedures are:
Customer-focused
Aligned with the following:
Organisational marketing plan
Organisational marketing strategy
Record all information collected in a social media activity policies and procedures document
Review Workplace Assessment Task 4 - Assessor's Checklist before starting this task. This form outlines the following:
Resources you are required to access to complete the task.
All criteria your submission must address to satisfactorily complete this task.
Your assessor will discuss these resources with you, and the criteria outlined in this form prior to this assessment.
Submit at least two social media activity policies and procedures document to your assessor - one for each social media activity.
Include any supplementary documents/sources used to complete the social media activity policies and procedures document, including:
Organisational documents, including:
Marketing plan
Marketing strategy
Customer service standards
Legal requirements related to social media use
Ethical requirements related to social media use

Task 5: Develop Social Media Strategy

ASSESSMENT INSTRUCTIONS
This task will require you to develop a social media strategy in conducting each social media activity identified in Workplace Assessment Task 3.
Use your workplace/organisation's template to complete this task, or use the Social Media Strategy template provided at the Bounce Fitness site.
To complete this task, you must:
Access and review the following:
Social media review document submitted in Workplace Assessment Task 1.
Social media opportunity evaluation document submitted in Workplace Assessment Task 3.
Social media activity policies and procedures document submitted in Workplace Assessment Task 4.
Documents containing information on customer service standards
Document submitted must be the same documents submitted as supplementary evidence in Workplace Assessment Task 4.
Develop a social media strategy in implementing each social media activity over a three-month period, by identifying the following:
At least one strategy for each of the following:
Social media content development
Customer engagement
Customer service
The following for each strategy:
At least two key responsibilities
At least two resourcing requirements
Timeframes


Social media calendar, which includes:
Strategies to be implemented
Schedule of the social media activity
At least three dates of monitoring instances
Each instance must be one month apart and must be done consecutively over the span of three months
Promotional activities to be conducted
Determine measurement of success for the social media activity, including:
At least two key performance indicators
Evaluation criteria
Identify at least one method of tracking the social media activity, including:
Engagement
Activity
Reach
Identify at least one method of analysing each tracking method identified.
Ensure that the social media strategy developed align with the following:
Organisational objectives
Customer service standards
Record all information collected in a social media strategy document for at three monitoring instances - one for each month.
Review Workplace Assessment Task 5 - Assessor's Checklist before starting this task. This form outlines the following:
Resources you are required to access to complete the task.
All criteria your submission must address to satisfactorily complete this task.
Your assessor will discuss these resources with you, and the criteria outlined in this form prior to this assessment.
Submit at least two social media strategy documents to your assessor - one for each social media activity.

Task 6: Monitor Social Media Activity

ASSESSMENT INSTRUCTIONS
This task will require you to conduct the social media activity following the social media strategy developed in Workplace Assessment Task 5 and monitor the performance for at least three instances.
Use your workplace/organisation's template to complete this task, or use the Social Media Activity Monitoring template provided at the Bounce Fitness site.
To complete this task, you must:
Access and review the following:
Social media activity policies and procedures document submitted in Workplace Assessment Task 4.
Social media strategy document submitted in Workplace Assessment Task 5.
Share information of the following identified in Workplace Assessment Task 5 to at least one relevant personnel:
Each social media strategy
Each social media action plan
Social media calendar
Social media policies and procedures
Relevant personnel refer to the corresponding organisational staff involved in conducting each social media activity.
Identifies the following to be used for activity monitoring:
Technology
Technology refers to the software application used to access the social media platform.
Device
Identify at least one action plan to resolve and minimise occurrence of the following:
Issue identified
Crisis identified


Monitor the following related to each social media activity for at least three instances over three months:
At least one social media issue
At least one social media crisis
Social media engagement
Activity
Reach
Content posts according to policies and procedures
Apply each action plan identified to resolve and mitigate each trouble.
Record all information collected in a social media activity monitoring document
Review Workplace Assessment Task 6 - Assessor's Checklist before starting this task. This form outlines the following:
Resources you are required to access to complete the task.
All criteria your submission must address to satisfactorily complete this task.
Your assessor will discuss these resources with you, and the criteria outlined in this form prior to this assessment.
Submit the following to your assessor:
Social media activity monitoring document
Evidence of communication with relevant personnel
Evidence must be at least one of the following:
Email correspondence
Meeting minutes
Video recording of the meeting conducted
When using this as evidence, ensure to inform the relevant stakeholders of the purpose of the recording before doing so.
Evidence of taking action to resolve and mitigate trouble identified
Evidence must be at least one of the following:
Email correspondence
Meeting minutes
Video recording of the learner taking action to resolve and mitigate each trouble identified

Task 7: Evaluate Social Media Activity

ASSESSMENT INSTRUCTIONS
This task will require you to evaluate the performance of the social media activity monitored in Workplace Assessment Task 6 and identify areas for improvement.
Use your workplace/organisation's template to complete this task, or use the Social Media Activity Evaluation template provided at the Bounce Fitness site.
To complete this task, you must:
Access and review the following:
Social media strategy document submitted in Workplace Assessment Task 5.
Social media activity monitoring document submitted in Workplace Assessment Task 6.
Organisational documents, including:
Marketing plan
Marketing strategy
Document submitted must be the same documents submitted as supplementary evidence in Workplace Assessment Task 4.
Analyse the following information about each social media performance based on each monitoring instance completed in Workplace

Assessment Task 6:
Social media engagement
Activity
Reach
Identify each social media activities overall performance in terms of social media engagement, activity and reach.
Evaluate each social media activity performance against the performance indicators established in the social media strategy document submitted in Workplace Assessment Task 5.
Identify level of success achieved by each social media activity based using success indicators identified in Workplace Assessment Task 5.
Identify at least two opportunities for future improvement in using the social media platform used for each social media activity. .


Identify at least two recommended revisions for each area of improvement identified.
Modify the organisational marketing strategy and marketing plan by implementing each identified recommendation.
Review Workplace Assessment Task 7 - Assessor's Checklist before starting this task. This form outlines the following:
Resources you are required to access to complete the task.
All criteria your submission must address to satisfactorily complete this task.
Your assessor will discuss these resources with you, and the criteria outlined in this form prior to this assessment.
Submit the following to your assessor:
Social media activity evaluation document
Modified organisational marketing strategy
Modified organisational marketing plan