Course Title: Develop and apply social media strategy

Part B: Course Detail

Teaching Period: Term1 2017

Course Code: MKTG7878

Course Title: Develop and apply social media strategy

School: 650T Vocational Business Education

Campus: City Campus

Program: C6140 - Advanced Diploma of Business (Public Relations)

Course Contact: Julia Makin

Course Contact Phone: +61 3 9925 5175

Course Contact Email:

Name and Contact Details of All Other Relevant Staff

Federico Viola

Nominal Hours: 70

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


Course Description

This unit covers the performance outcomes, skills and knowledge required to apply knowledge of social media in a planning and strategic context. It includes planning for the establishment and maintenance of a social networking strategy.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

VU21659 Develop and apply social media strategy


1. Plan the use social media for public relations activity

Performance Criteria:

1.1 Analyse and evaluate the public relations activity to determine the most appropriate use of social media.

1.2 Align the use of social media with organisational goals and objectives and make a strategic case for its use.

1.3 Research and present documentation on the current legislation for use of social media protocols, policies and risks.


2. Implement and evaluate the use of social media for public relations practices

Performance Criteria:

2.1 Communicate social media selection and its uses to relevant personnel, including non-technical personnel and confirm understanding to ensure consistency of interpretation and application

2.2 Establish evaluation criteria to measure the effectiveness of the implementation of social media in public relation practices.

2.3 Evaluate and adhere to social media usage protocols and convey potential internal and external consequences of non-compliance to relevant personnel.

2.4 Incorporate regular maintenance and monitoring of usage and establish a reporting process for social media use refinement.


3. Review and evaluate social media

Performance Criteria:

3.1 Review social media usage process to ensure compliance with legislative and organisational policies and procedures.

3.2 Propose strategies for resolving non-compliant factors of social media use within organisation.

3.3 Document social media usage patterns and make recommendations for improvements when appropriate.

Learning Outcomes

This subject will provide an overview of how to create an apply a social media strategy. 

Details of Learning Activities

A range of learning activities will be covered in this course including:

Either working as an Individual or in small groups, you will be required to investigate and evaluate various social media strategies and understand the mechanisms in order to implement them in a public relations environment. A mixture of small, medium businesses as well as not-for-profit groups will be investigated.

There will be a WIL (Work Integrated Learning) client involved where students are required to present the information as well as write a report.

Teaching Schedule

Wk 1: Orientation Pinterest, Google Apps, Introduction to Assessment
Wk 2: Introducing Social Media Strategy: Overview of digital media
Wk 3: Customer Visit – Assessment 1 – Q&A
Wk 4: Understanding current legislation, social media protocols, policies and risks: Research, analyse and evaluate internal social media expectations, external expectations from the audience and the law
Wk 5: Project Management Plan: Document the process in order to ensure the Social Media Strategy can be implemented accordingly – Time to work on Assessment 1 and feedback
Wk 6: Client Visit during class time
Wk 7: Social Media & Social Media Plan: Understanding the different types of social media, its tools, conveying information to relevant personnel: Understanding the maintenance and monitoring of usage to refine the work Investigate, analyse and evaluate the different tools associated with social media.
Wk 8: Work on assessment (Assessment 2 due)
Wk 9: Contagious Content & Blogging: Understanding the importance of blogs and its impact on digital media: Investigate, analyse and evaluate which blogs make an impact and how eNewsletters work with Digital Media
Wk 10: Facebook Business Page, eNewsletters & other Social Media Set Up: Using different tools to create and setup these items.
Wk 11 : Graphics & Video: Understanding graphics and video and its importance in digital media Investigate, create, analyse and evaluate the different tools to create images to use on social media
Wk 12: Measurement: How to document social media usage patterns to make recommendations
Wk 13: Work on assessment (Assessment 3 due)
Wk 14: Presentations to Teacher
Wk 15: Presentations to Client
Wk 15: Resubmits

Learning Resources

Prescribed Texts


Other Resources

Overview of Assessment

Assessment may incorporate a variety of methods including technical requirements documentation, homework, assignments, group and/or individual projects, in class exercises, written and practical assessments, problem solving exercises, presentations, direct observation of actual and simulated work practice, presentation of a portfolio of evidence which may comprise documents, and/or photographs and/or video and audio files, review of products produced through work-based or course activities.

Students are advised that they are likely to be asked to personally demonstrate their assessment work to their teacher to ensure that the relevant competency standards are being met. Students will be provided with feedback throughout the course to check their progress.

Assessment Tasks

You are required to complete three assessment tasks. You must successfully complete all three tasks to be deemed competent in this class.

Assessment 1: Social Media Report - Individual (due week 5)
Purpose of this assessment is to critically analyse and present written documentation about a selected Social Media platform and tools for a PR campaign. Students will analyse the suitability and relate it to select niche target markets.

Assessment 2: Digital Strategy Report - Group (due week 8)
This assessment is designed to evaluate students’ knowledge and ability to analyse a business and determine the digital communications needs based on that analysis.
Students are to assume the role of digital consultant for a business organised by the teacher (WIL Project). They are to evaluate the available business information to determine which digital media presence and communication messages are most appropriate. Then they are to present the information in a report format to communicate their professional knowledge to the client.

Assessment 3: Social Media Activities - Group (due Week 13 - presentations to teacher week 14, presentations to client week 15).
This assessment is designed to evaluate students’ ability to implement their digital media strategy from Assessment 2 and put it into practice, including all the relevant applications presented during class.

Assessment Matrix

Assessment Task Due Date
Assessment Task 1 

Week 5 - Sunday at 11pm

Assessment Task 2 

Week 8 - Sunday at 11pm

Assessment Task 3 

Week 13 - Sunday at 11pm
Week 14 - Presentation to Teacher
Week 15 - Presentation to Client

Other Information

Find more detailed information in the course shell.

Course Overview: Access Course Overview