Part B: Course Detail

Teaching Period: Term2 2023

Course Code: MKTG9335C

Course Title: Develop a social media strategy

School: 525T Business & Enterprise

Campus: City Campus

Program: C5425 - Diploma of Social Media Marketing

Course Contact: Nick Reynolds

Course Contact Phone: +61 3 9925 0791

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


Name and Contact Details of All Other Relevant Staff

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.

Pre-requisites and Co-requisites

There are no pre-requisites for this unit.

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.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

SIRXMKT006 Develop a social media strategy

Element:

1. Determine social media requirements

Performance Criteria:

1.1. Review organisational strategic objectives and determine objectives and priorities for social media use. 

1.2. Source and analyse information about the target market, its social media use, behaviours and preferred platforms.

1.3. Identify and analyse emerging trends in social media platform use. 

1.4. Review and compare social media platforms and select those that meet organisational and target market needs. 

1.5. Identify opportunities for social media integration with existing systems and procedures. 

1.6. Identify opportunities to maximise business exposure through social media activity. 

1.7. Determine opportunities for building brand awareness and an online community through social media use.

Element:

2. Develop social media policies and procedures

Performance Criteria:

2.1. Establish scope of social media policies and procedures based on planned social media activity.

2.2. Establish guidelines for social media engagement and content use. 

2.3. Develop issue and crisis management guidelines and appropriate responses.

2.4. Integrate legal and ethical considerations into social media policies and procedures.

2.5. Ensure policies and procedures are customer-focused and align with organisational marketing plan and strategy.

Element:

3. Develop social media strategy.

Performance Criteria:

3.1. Determine strategies for social media content development, customer engagement and customer service. 

3.2. Develop and document a social media action plan detailing key responsibilities, resourcing requirements and timeframes. 

3.3. Prepare a social media calendar documenting planned social media activity in line with marketing strategy and promotional activities.

3.4. Establish key performance indicators and evaluation criteria for measuring success of social media activity.

3.5. Establish methods for tracking and analysing social media engagement, activity and reach. 

3.6. Ensure social media strategy aligns with organisational objectives and customer service standards.

Element:

4. Monitor social media use.

Performance Criteria:

4.1. Communicate social media strategy, action plan, calendar and policies and procedures with relevant personnel. 

4.2. Monitor social media issues and crisis management and take required action to ensure impacts are minimised and occurrence of future issues or crisis are minimised. 

4.3. Ensure tracking of social media engagement, activity and reach. 

4.4. Monitor posting of social media content and ensure alignment with social media strategy, policies and procedures.

Element:

5. Review social media performance.

Performance Criteria:

5.1. Analyse captured data to determine social media engagement, activity and reach. 

5.2. Evaluate social media activity against strategy and use performance indicators to evaluate success of social media use. 

5.3. Identify opportunities for future improvements in social media use and modify strategy and plans accordingly.

Learning Outcomes



Details of Learning Activities

Students will be undertaking a range of in-class activities throughout the semester. Classes will consist of lectures, tutorials and workshops to develop the require learning skills and apply them to the assessment task requirements.

 


Teaching Schedule

Week

Topic

Assessment

Section

1a

Module 1: Intro to Social Media Strategy

  • Recognise the value of a social media strategy and how it underpins your social media plan
  • Develop your own social media strategy
  • Conduct a social media audit to understand where you currently are with your social media activity
  • Know how to set social media objectives which are relevant and integrated with your marketing and business objectives
  • Identify your audience, understand where to find them, and know what they value
  • Choose the right platforms for your purpose and audience
  • Create your content strategy
  • Explore the different ways to be social across the various social media platforms to increase your audience engagement
  • Develop an action plan including budget, resources and compliance requirements

 

1b

Module 2: Start where you are

  • Conduct a social media audit
  • Review online presence
  • Assess profile consistency
  • Analyse performance
  • Examine competitors
  • Review SEO results
  • Determine brand identity

Business Overview

2a

Module 3: Setting Social Media objectives

  • Recognise the importance of aligning your social media marketing goals with your overall business goals
  • Implement a top-down marketing strategy for your business
  • Define qualitative and quantitative marketing and create goals
  • Set S.M.A.R.T and B.H.A.G. Objectives
  • Create measurable KPIs

Social Media Trends

2b

Module 4: Identify your target audience

  • Understand the importance of identifying who you are talking to and why
  • Recognise why we need buyer segments
  • Create audience personas, looking at demographics, interests and buying behaviours
  • Identify the importance of accessing data sources and how to do this

Target Audience Analysis

3a

Module 5: Choosing the right platforms

  • Identify which platforms your audience are on
  • Understand the purpose of each platform and whether it serves your business needs
  • Recognise what type of content is suited to each platform
  • Consider the costs involved on each platform

Social Media Platform Selection

3b

Module 6: Content Strategy

  • Recognise the 5 steps involved in content creation
  • Implement these steps in your social media strategy
  • Link content creation to the buying stages
  • Recognise the factors involved in creating engaging content
  • Repurpose, resize and reframe content across various platforms

Identify the importance of a social schedule and how to approach it

User generated content

4a

Module 7: Being Social

  • identify different opportunities for collaboration
  • recognise the importance of influencers and how they can be  leveraged
  • take on the role of a community manager
  • recognise the importance of social listening.

Opportunities

4b

Module 8: Implementing the strategy

  • develop a comprehensive action plan
  • create a social media budget
  • identify the required resources for your strategy
  • recognise the legal and ethical requirements for social media
  • list relevant social media management tools.

Marketing Plan

 

Assessment Task completing workshop (AT1 Due)

AT1 Due

5a

Module 9: Analysing and reporting

  • Identify which metrics align with the audience/buyer stages

 

Social Media Activity Policy

 

Issues and Crisis Procedures

5b
  • Legal Requirements and Ethical Considerations

Legal Requirements and Ethical Considerations

6a
  • Policies and Procedure Alignment
  • Issue and Crisis Tracking
  • Distribution to Stakeholders

 

Policies and Procedure Alignment

Issue and Crisis Tracking

Distribution to Stakeholders

 

6b
  • Social Media Post Checklist
  • List the investment/costs associated with your strategy
  • Calculate return on investment and cost-per action

 

Social Media Post Checklist

ROI

7a
  • ABC Recruitment – Pillar content Strategy
  • ABC Recruitment – Facebook Page Insights

ABC Recruitment – Pillar content Strategy

 

ABC Recruitment – Facebook Page Insights

7b
  • Explain the difference between period and trend reports
  • Social Media Report

Social Media Report

 

Mid Semester break:  August 28 Sept 3

 

8a

Assessment task completion workshop (AT2 Due)

AT2 Due

8b

Resubmission / Rework (if required)

 


Learning Resources

Prescribed Texts


References


Other Resources

All learning resources are provided to the students and can be accessed and dowloaded via Canvas, our Learning Management System.

Resources include a Learner Guide, Slides and online activities.


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.

 


Assessment Tasks

Assessment Task 1 - Project 1

This is assessment task 1 of two (2) assessment tasks students need to complete for this unit SIRXMKT006.  Both assessment tasks need to be completed satisfactorily, to be deemed competent in the unit.

Assessment Task 1 requires the student to demonstrate their skills and knowledge by developing the social media strategy via an analysis of the organisations target audience and trends, defining the appropriate channels and overall content inclusions and calendar ensuring maximum customer engagement. 

Where 

You will be provided some class time to work on this assessment, however, it is expected that most of this assessment will be completed outside of class.   

 

How 

You will be assessed against the criteria listed in the marking guide in Section B of this task. To achieve a satisfactory result, you will need to address all criteria satisfactorily. 

 

Instructions on submitting your Product Assessment    

  • You must submit the assessment task via Canvas  
  • Students to name submission file as <student number _your name_ SIRXMKT006_Task Name. 
  • Use the document format: docx, doc or PDF  

 

Assessment Instructions

Note: The instructions to the assessments are also in a powerpoint version which are in the project template. For easy reference the slide numbers are located throughout the assessment instructions.

 

 To complete this task, you must download the Assessment Task 1 Project Template from the learning materials and populate all of the required sections. There are detailed notes in the notes section of each slide that have further instructions for the student.

 

With regards to the organisation, you may select:

  • an organisation you have access to, such as a business run by a friend or family;
  • an organisation you currently work for;
  • your own business; or
  • a hypothetical business you create for the purpose of the assessment.

 

If you select an organisation you have access to or currently work for, written permission is required from the appropriate stakeholder (such as the marketing manager), clearly stating that the organisation grants permission for you to develop and implement a content marketing strategy on its behalf.

 

You must also consult with your trainer/assessor to ensure the chosen business is suitable for the purpose of this Diploma.

 

 

   

Instructions to the student 

 

Slide 1.1

 

Slide 1.1 – Student Version

 

 

Slide 1.1 - Student Instructions

You are required to select an organisation in order to complete this Assessment. An organisation can be a business, charity, association, not-for-profit enterprise or Government body.

It is recommended that you select the same organisation used in the other social media units of competency from the Diploma of Social Media Marketing. If you do, you are permitted to re-use some answers.

If this is your first Assessment, or you would like to select a different organisation, follow the instructions below.

You may select your own organisation (for example, your own business or one you plan to start); an organisation you have access to, such as a business owned by a friend or family; or your current employer. Alternatively, you can create a hypothetical organisation for the purpose of this Assessment.

 

In a future Assessment task, you will be required to create content for the organisation and post it to a social media platform. For this reason, we recommend you choose your own organisation (if you have one) or create an organisation in an industry you are passionate about. For example, if you enjoy photography, create a photography services business. If you are passionate about social media, create a social media marketing consultancy. The more engaged you are with your chosen organisation, the more you will enjoy this Assessment.

 

If you select an organisation that you have access to, or your current employer, you must:

  1. Obtain written permission from the appropriate stakeholder (e.g. the Marketing Manager), clearly stating you are allowed to post content to the organisation’s social media platform(s) on its behalf.
  2. Include a copy of the written permission when you submit your Assessment.
  3. Obtain all necessary logins to the organisation’s social media platforms.

Prior to commencing this Assessment task, you must discuss your chosen organisation with your trainer.

Answer all questions on this slide.

Word count: maximum 50 per question.

 

 

 

Slide 1.2

 

Slide 1.2 – Student Version

 

 

 

Slide 1.2 - Student Instructions

Complete this template based on your chosen organisation.

If you have already completed it, we recommend you use the same two (2) objectives of the organisation and marketing objectives from slide 1.2 of the Assessment from NAT10904001 Plan, implement and manage content marketing. If not, follow the instructions below.

You are required to:

  • Record or write at least two (2) objectives that are strategically important to the organisation.
  • Record or write at least two (2) of the organisation’s marketing objectives.
  • Develop a marketing strategy by providing at least three (3) ways that your marketing department can achieve its marketing objectives.

You are also required to:

  • Provide at least two (2) social media objectives based on the objectives of the organisation. Review the objectives of the organisation and then prioritise the social media objectives in numerical order.
  • Provide at least (2) social media requirements for your organisation.
  • Provide at least (2) customer service standards for your organisation.

Word count per answer: maximum 20. Refer to part 3.2 and 7.17 of the learning materials for guidance.

 

 

Slide 1.3

 

Slide 1.3 – Student Version

Slide 1.3 - Student Instructions 

Complete this template based on your chosen organisation.

 

For your target audience, you are required to provide:

  • their industry, age range and country
  • at least two (2) links (URLs) to online sources to conduct research
  • at least one (1) statistic about their use of social media and at least two (2) statistics about their social media behaviour
  • an analysis of the statistics and how they may impact your organisation’s social media marketing (Word count: minimum 20, maximum 40)
  • at least two (2) social media platforms they use
  • at least two (2) social media needs.

 

Word count per answer: maximum 15. Refer to part 4.15 of the learning materials for guidance.

 

 

Slide 1.4

 

Slide 1.4 – Student Version

 

 

 

Slide 1.4 - Student Instructions

Complete this template based on your chosen organisation.

 

You are required to identify trends in social media relevant to the current calendar year. The trends may relate to how social media is used, or which social media platforms are chosen by users.

 

For each trend:

  • Provide at least one (1) link (URL) to demonstrate your research.
  • Explain how the trend may be relevant to your organisation’s social media strategy.

 

Word count for relevance to strategy: maximum 20. Refer to part 1.8  of the learning materials for guidance.

 

 

Slide 1.5

 

Slide 1.5 – Student Version

 

 

Slide 1.5 – Student Instructions

Complete this template based on your chosen organisation.

Choose three (3) social media platforms that may be useful to your organisation.

For each social media platform, identify:

  • at least two (2) benefits
  • at least two (2) limitations
  • at least two (2) key features
  • the target audience and key users (if they are different)
  • a link (URL) to the Terms of Use.

Word count per answer: maximum 10. Refer to Module 5 and part 8.24 of the learning materials for guidance.

 

Rank the social media platform’s functionality from 1 to 4 (1 = very hard to use, 2 = hard to use, 3 = easy to use, 4 = very easy to use).

Select at least two (2) social media platforms that best meet the objectives of the organisation (slide 1.2 of this Assessment) and the needs of the target audience (slide 1.3 of this Assessment). Explain why you have selected the platform compared to the other options.

Word count: minimum 10, maximum 20. Refer to part 5.4, 5.5, 5.6, 5.7 and 5.8 of the learning materials for guidance.

 

 

 

Slide 1.6

 

Slide 1.6 – Student Version

 

 

Slide 1.6 - Student Instructions

Through the use of social media, identify:

  • at least two (2) opportunities to increase reach
  • at least two (2) opportunities to build brand awareness
  • at least two (2) opportunities to grow an online community
  • at least two (2) opportunities to integrate with systems and/or procedures.

Word count per opportunity: maximum 20. Refer to part 1.4  of the learning materials for guidance.

 

 

 

Slide 1.7

 

Slide 1.7 – Student Version

 

 

Slide 1.7 - Student Instructions

Complete this template based on your chosen organisation.

Define user generated content and the primary social media platforms it used on.

Word count: minimum 20, maximum 50. Refer to part 6.9 of the learning materials for guidance.

 

Describe at least three (3) benefits of a brand pursuing a user generated content strategy.

Word count per benefit: minimum 5, maximum 20. Refer to part 6.9 of the learning materials for guidance.

 

Provide a screenshot of one (1) social media account that is encouraging users to create UGC.

 

 

Slide 2.1

 

Slide 2.1 – Student Version

 

 

Slide 2.1 - Student Instructions

Complete this template based on your chosen organisation.

The strategy must:

  • Reflect the organisation’s objectives from slide 1.2 of this Assessment.
  • Be developed for implementation over a three (3) month period.

If you have already completed it, we recommend that you use the Pillar Content Strategy from slide 1.8 of the Assessment from NAT10904001 Plan, implement and manage content marketing. If not, follow the instructions below.

Select two (2) marketing objectives to be included in the Pillar Content Strategy. You may use the marketing objectives identified earlier in the Assessment.

Write at least one (1) pillar content topic that aims to achieve the marketing objective. Pillar content is larger, long-form content that can be reformatted into many short-form pieces of content suited to the social media platform they are posted to.

For each pillar content topic:

  • Specify the long-form content format.
  • Define the frequency of the content distribution. For example, once a week.
  • Define the schedule of the content distribution. For example, if always-on, Fridays, and if campaign-based, Jan 1st to Jan 31st.
  • Choose at least four (4) distribution channels for short-form content derived from the pillar content, of which at least three (3) must be social media platforms.
  • Assign one (1) metric to evaluate the effectiveness of each content topic over the three (3) month period. For example, your metric could be ‘Likes’.
  • Assign one (1) numerical key performance indicator (KPI) target for each metric. For example, your KPI target could be ‘100 per post’.

Refer to part 6.30 of the learning materials for guidance.

 

Slide 2.2

 

Slide 2.2 – Student Version

Slide 2.2 - Student Instructions

Complete this template based on your chosen organisation.

The pillar content from slide 2.1 of this Assessment will not be the only content that you post to your chosen social media platforms. In this slide, you are required to outline other content topics that form part of your social media strategy. Note that in NAT10904002 Plan, conduct and optimise organic social media marketing you will develop a more detailed strategy for each social media platform, so only list the content topics you intend to post.

 

To complete this slide, follow these instructions:

Enter all social media platforms list in the ‘distribution channels’ column of in the Pillar Content Strategy (slide 2.1 of this Assessment).

 

For each social media platform:

  • Specify the number of times you intend to post to each placement each week. For example, for Instagram you may write Feed 7, Stories 21, Reels 3.
  • In addition to the pillar content topic, write a list of at least three (3) more content topics. For example, ‘customer testimonials’. Note that you are permitted to use the same content topics on multiple social media platforms.

 

Finally, decide whether or not you intend to use paid social media advertising formats by writing Yes or No. Note that in NAT10904003 Plan, manage and optimise paid social media advertising campaigns you will also develop a more detailed strategy, so for the purposes of this slide you are only required to notify management of your intention to use paid ads or not.

 

Refer to part 6.31 of the learning materials for guidance.

Slide 2.3

 

Slide 2.3 – Student Version

 

 

Slide 2.3 - Student Instructions

Complete this template based on your chosen organisation.

Develop some engagement and customer service strategies for your organisation.

The strategy must:

  • Reflect the organisation’s objectives and customer service standards from slide 1.2 of this Assessment.
  • Be developed for implementation over a three (3) month period.\

 

  1. Write at least two (2) strategies for engaging the target audience on social media.

 

  1. Write at least two (2) strategies for providing customer service on social media.

Refer to part 6.29 of the learning materials for guidance.

Word count per strategy: maximum 20.

 

3. For each engagement and customer service strategy:

  • Write a list of resources that are required.
  • Assign one (1) metric to evaluate the effectiveness of each strategy over the three (3) month period. For example, your metric could be ‘Blog articles shared on social media’.
  • Assign one (1) numerical key performance indicator (KPI) target for each metric. For example, your KPI target could be ‘1 per week’.

Word count per metric: maximum 10. Refer to part 3.13 and 6.33  of the learning materials for guidance.

 

 

Slide 2.4

 

Slide 2.4 – Student Version

 

 

Slide 2.4 - Student Instructions

Complete this template based on your chosen organisation.

Review the objectives of the organisation and customer service standards from your Marketing Plan in slide 1.2 of this Assessment.

 

Answer the following questions:

  1. How does your content strategy from slide 2.1 of this Assessment help achieve the two (2) objectives of your organisation?
  2. How do your engagement strategies from slide 2.3 of this Assessment help achieve the two (2) objectives of your organisation?
  3. Describe how your customer service strategies from slide 2.3 are aligned to the two (2) customer service standards of the organisation?

 

Word count per answer: minimum 20, maximum 50. Refer to part 6.28, 6.29 and 6.30 of the learning materials for guidance.

 

 

Slide 2.5

 

Slide 2.5 – Student Version

 

 

Slide 2.5 - Student Instructions

Complete this template based on your chosen organisation.

If you have already completed it, we recommend that you use the Action Plan from slide 2.2 of the Assessments for NAT10904001 Plan, implement and manage content marketing. If not, follow the instructions below.

 

Enter two (2) content topics from your Pillar Content Strategy in slide 2.1 of this Assessment.

For each content topic, define one(1) content asset. At least one (1) content asset must be image based and at least one (1) content asset must be video based. When defining your two content assets, be aware that you will be required to create the content later in the Assessment.

 

Create an action plan for each content asset:

  • Outline at least three (3) tasks required to create the content asset.
  • Specify the team member who is responsible for completing the task.
  • Specify the day the task must be completed by.
  • Set the day the content asset will be published online in accordance with the timing in the Content Marketing Strategy.

Word count per task required: maximum 20. Refer to part 8.17 of the learning materials for guidance

 

 

 

Slide 2.6

 

Slide 2.6 – Student Version

 

 

Slide 2.6 - Student Instructions

Complete this template based on your chosen organisation.

 

  1. Using the content assets from the Action Plan on slide 2.5 of this Assessment, create a social media calendar for three (3) months showing the abbreviated date (for example ‘3 Jun’) and name of the content asset.
  2. Devise at least two (2) promotions the organisation could run to achieve its marketing objectives in slide 1.2 of this Assessment. Select a date you intend to share each promotion on social media and add it to the calendar. Ensure that the posts about your promotions do not conflict with the date your content assets are published.

 

Refer to part 6.27 and 6.28 of the learning materials for guidance.

 

 

Slide 2.7

 

Slide 2.7 – Student Version

Slide 2.7 - Student Instructions

Complete this template based on your chosen organisation.

Insert at least two (2) of the social media platforms you selected in slide 2.2 of this Assessment.

 

For each social media platform, provide at least two (2) tactics your organisation can use to:

  • create brand awareness
  • improve reach
  • increase sales
  • increase engagement
  • grow brand advocacy.

 

Refer to part 3.14, 9.1, 9.2, 9.3, 9.4, 9.5 of the learning materials for guidance.

 

 

 

Slide 2.8

 

Slide 2.8 – Student Version

Slide 2.8 - Student Instructions

Complete this template based on your chosen organisation.

 

To ensure that social media data is tracked and analysed, set up a reporting process for your organisation.

 

Insert the two (2) social media platforms you selected in slide 2.7 of this Assessment.

For each social media platform:

  • Describe at least two (2) methods to track and analyse social media data. Each method must be able to track reach, activity and engagement.
  • Provide the name of at least two (2) paid social media software tools that can track and analyse social media activity.
  • Provide the frequency that your organisation must report on reach, activity and engagement, as well as the job title of the person responsible for preparing and distributing the report.

 

Assessment Task 2 - Project 2

This is assessment task 2 of two (2) assessment tasks students need to complete for this unit SIRXMKT006.  Both assessment tasks need to be completed satisfactorily, to be deemed competent in the unit.

 

Assessment Task 2 requires the student to review and identify the potential Issues, legal requirements and ethical considerations and develop / align policies and procedure surrounding the proposed strategy. The student is required to develop, and release content based on a checklist developed in accordance with the policies developed.

 

Where 

You will be provided some class time to work on this assessment, however, it is expected that most of this assessment will be completed outside of class.   

 

How 

You will be assessed against the criteria listed in the marking guide in Section B of this task. To achieve a satisfactory result, you will need to address all criteria satisfactorily. 

 

Instructions on submitting your Product Assessment    

  1. You must submit the assessment task via Canvas  
  2. Students to name submission file as <student number _your name_ SIRXMKT006_Task Name. 
  3. Use the document format: docx, doc or PDF  

 

Assessment Instructions

Note: The instructions to the assessments are also in a powerpoint version which are in the project template. For easy reference the slide numbers are located throughout the assessment instructions.

 

 To complete this task, you must download the Assessment Task 1 Project Template from the learning materials and populate all of the required sections. There are detailed notes in the notes section of each slide that have further instructions for the student.

 

With regards to the organisation, you may select:

  1. an organisation you have access to, such as a business run by a friend or family;
  2. an organisation you currently work for;
  3. your own business; or
  4. a hypothetical business you create for the purpose of the assessment.

 

If you select an organisation you have access to or currently work for, written permission is required from the appropriate stakeholder (such as the marketing manager), clearly stating that the organisation grants permission for you to develop and implement a content marketing strategy on its behalf.

 

You must also consult with your trainer/assessor to ensure the chosen business is suitable for the purpose of this Diploma.

 

 

  

Instructions to the student 

 

Slide 1 

 

 

Slide 2 

 

  

Slide 3 

 

 

  

Slide 3.1 

 

Slide 3.1 – Student Version 

 

 

 

Slide 3.1 - Student Instructions 

Complete this template based on your chosen organisation. 

 

A Social Media Activity Policy should contain guidelines for use of social media, creating and posting content and social media engagement. 

 

Based on your Social Media Strategy from part 2 of this Assessment: 

  • Provide at least two (2) guidelines for each type of social media activity. 
  • Provide at least one reason why each type of social media activity is included in your Social Media Activity policy. 

 

Word count per answer: maximum 20. Refer to part 8.33 of the learning materials for guidance. 

  

Slide 3.2 

 

Slide 3.2 – Student Version 

 

 

 

Slide 3.2 - Student Instructions  

Complete this template based on your chosen organisation. 

Issues and Crisis Procedures must form part of your organisation’s Social Media Policies and Procedures. 

 

For each type of social media issue or crisis, provide at least one (1) negative consequence of not handling the issue/crisis appropriately. 

 

Word count per consequence: maximum 10 words.  

 

Provide at least two (2) guidelines on how to manage each issue or crisis. 

 

Word count per guideline: maximum 10 words. Refer to part 8.34, 8.35 of the learning materials for guidance. 

 

Provide an example response to genuine feedback, negative comments and complaints. For legal threats and social media backlashes, provide the resource(s) who will prepare the response. 

 

Word count per response: minimum 10 words, maximum 30 words. Refer to part 8.34, 8.35 of the learning materials for guidance. 

  

Slide 3.3 

 

Slide 3.3 – Student Version 

 

 

 

Slide 3.3 - Student Instructions   

Complete this template based on your chosen organisation. 

 

Legal Requirements and Ethical Considerations must form part of your organisation’s Social Media Policies and Procedures. 

 

For each legal requirement or ethical consideration: 

  • Develop at least one (1) policy for your organisation. You may choose to adopt a policy recommended by a Government or industry body. If you do so, provide the link (URL) to the policy you intend to adopt. 
  • Provide at least one (1) procedure to ensure your organisation will adhere to its policy. 

 

Word count per answer: maximum 30. Refer to part 8.20, 8.21, 8.22, 8.23, 8.24, 8.25, and 8.33 of the learning materials for guidance.  

Slide 3.4 

 

Slide 3.4 – Student Version 

 

 

 

Slide 3.4 Student Instructions  

Complete this template based on your chosen organisation. 

Provide at least one (1) benefit to your target audience of each of your Social Media Policies.  

 

If you are unable to determine a benefit, review and amend your policies and procedures until you can. 

 

Next, review your Marketing Plan on slide 1.2 of Assessment Task 1. Describe at least one (1) way in which each policy or procedure aligns to the Marketing Plan. 

 

Word count per answer: minimum 10, maximum 30. Refer to part 8.36 of the learning materials for guidance. 

  

Slide 3.5 

 

Slide 3.5 – Student Version 

 

 

 

Slide 3.5 Student Instructions  

Complete this template based on your chosen organisation. 

 

Imagine that your organisation is experiencing a social media issue or crisis. In less than 24 hours, content that your organisation posted has already been shared 20 times and there are over 100 negative comments. 

 

Your Marketing Director has requested that you monitor the social media issue or crisis and provide them with an update each day. 

 

Starting Friday, populate the issues and crisis tracking template: 

  • Populate the day that you updated the tracking sheet. 
  • Provide a hypothetical status of the issue or crisis for that day. Consider whether the issue or crisis is getting better or worse, or whether it has been resolved. 
  • Describe at least one (1) action taken each day to minimise the impact of the issue or crisis. 
  • Describe at least one (1) recommendation each day to reduce the impact of the issue or crisis in the future. 

 

Word count per action taken and recommendation: minimum 5, maximum 30. Refer to part 8.34, 8.35 of the learning materials for guidance. 

  

Slide 3.6 

 

Slide 3.6 – Student Version 

 

  

 

Slide 3.6 - Student Instructions 

Complete this template based on your chosen organisation. 

 

Now that you have finalised your organisation’s Social Media Strategy and Policies and Procedures, share the reports with all relevant stakeholders in your organisation. 

 

Create a list of at least four (4) stakeholders that you will distribute the reports to. 

Next, draft a professional email to the stakeholders: 

  • Explain what the Social Media Strategy contains (social media strategy, action plan and calendar). 
  • Outline what the Policies and Procedures contain (social media activity policy, issues and crisis procedures, and legal and ethical considerations). 
  • State that the Social Media Strategy and Policies and Procedures are attached to the email. 

 

Word count for email: minimum 20 words, maximum 100 words. Refer to part 9.17 and 9.18 of the learning materials for guidance. 

  

Slide 3.7 

 

Slide 3.7 – Student Version 

 

  

 

Slide 3.7 - Student Instructions  

Complete this template based on your chosen organisation. 

 

If you have already completed it, we recommend that you use the image based content asset from slide 2.7 of the Assessment from NAT10904001 Plan, implement and manage content marketing. If not, follow the instructions below. 

 

Create one (1) piece of image-based content from your Action Plan on slide 2.5 of this Assessment. The image must contains some text overlay. Insert the complete image on the left side of this template. The content you develop for this template must be created by you. 

Prior to posting the content to social media, management will usually monitor the content creation process to ensure that it aligns to the organisation’s Social Media Strategy and Policies and Procedures. Complete the checklist by answering Yes or No to each question. If the answer to any question is No, edit the content until it adheres to the Strategy and Policies and Procedures. 

 

Refer to part 6.33, 8.20, 8.21, 8.22, 8.23of the learning materials for guidance. 

  

Slide 4.1 

 

Slide 4.1 – Student Version 

 

 

 

Slide 4.1 - Student Instructions  

For this part of the Assessment, you are required to review the social media performance of a fictional case study organisation, ABC Recruitment. 

 

The company provides recruitment services to the telecommunications industry in Australia and New Zealand. It markets large clients like Telstra, Optus and Vodafone, as well as individuals working in the telecommunications industry who are seeking new job opportunities.   

 

ABC Recruitment’s Pillar Content Strategy involves posting to social media three (3) times per week: 

  • On Mondays, the company shares the top job that they currently have available. This post is an image with a text caption. They company hopes this will compel potential candidates to follow their account. Therefore, the metric and KPI target they have chosen is 100 followers per month. 
  • On Wednesdays, the company posts industry news. This is a 2-4 minute video where the company founder shares major telecommunications industry developments and perspectives. The metric and KPI target is 10,000 three-second video views per month. 
  • On Fridays, the company shares a blog article on how to attract and retain top telecommunications employees. They want to position themselves as the expert in their industry and hope to drive web traffic to their blog. The metric and KPI target they select is 20 post clicks per post. 

 

No action is required from you on this slide. Use it as a reference when completing future slides. Slide 4.2 

 

Slide 4.2 – Student Version 

 

 

 

Slide 4.2 - Student Instructions  

This slide contains data from ABC Recruitment’s Facebook Page for a period of 1 month. 

No action is required from you on this slide. Use it as a reference when completing future slides. 

 

 

  

Slide 4.3 

 

Slide 4.3 – Student Version 

 

 

 

Slide 4.3 - Student Instructions  

Complete this template based on the fictional organisation ABC Recruitment. 

You are required to compile a Social Media Report to evaluate the success of ABC Recruitment’s social media marketing activity. 

For each of the content topics from ABC Recruitment’s Content Strategy on slide 4.1 of this Assessment: 

  • Provide the metric and KPI from the Content Strategy. 
  • Provide the KPI result by analysing the data from Facebook Insights, shown on slide 4.2 of this Assessment. 
  • Based on the KPI result, evaluate whether the content strategy has been effective or not. 
  • Propose at least two (2) improvement opportunities. 

Recommend at least one (1) change to the strategy. If the KPI result was higher than the KPI target, you may recommend ‘No change to strategy’. 

 

 


Assessment Matrix

There are two assessments for this unit, both of which must be completed satisfactorily to achieve a grade of 'Competent' for the unit.

Assessment Task 1: Project 1

Assessment Task 2: Project 2

 

Course Overview: Access Course Overview