Part B: Course Detail

Teaching Period: Term2 2024

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

Joseph Matthews

joseph.matthews@rmit.edu.au

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 participating in weekly lectures/tutorials, weekly activities, and out of class research activities.

Students will be applying their learning to a 'client' social media requirements, and developing a social media strategy based on these requirements.


Teaching Schedule

Week 1 12 Feb 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 

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
Week 2 19 Feb

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

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

Social media trends

Target Audience Analysis
Week 3 26 Feb

Module 6: Content Strategy

ü  Recognise the 5 steps involved in content creation

ü  Implement these steps in your social media strategy

ü  Link content creation to the buying stages

ü  Recognise the factors involved in creating engaging content

ü  Repurpose, resize and reframe content across various platforms

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

Social Media Platform Selection

User generated content
Week 4 4 March 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.

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.

AT1 Due

Opportunities

Marketing Plan
Week 5 11 March 5A: 

Module 9: Analysing and reporting

  • Identify which metrics align with the audience/buyer stages
  • 5B: Legal Requirements and Ethical Considerations

Social Media Activity Policy

 

Issues and Crisis Procedures

Legal Requirements and Ethical Considerations

Labour Day Public Holiday

Week 6 18 March 6A: 
  • 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
  • List the investment/costs associated with your strategy
  • Calculate return on investment and cost-per action
  • Social Media Post Checklist
  • List the investment/costs associated with your strategy
  • Calculate return on investment and cost-per action

Policies and Procedure Alignment

Issue and Crisis Tracking

Distribution to Stakeholders

Social Media Post Checklist

ROI
Week 7 25 March 7A: 
  • ABC Recruitment – Pillar content Strategy

ABC Recruitment – Facebook Page Insights

7B:  

  • Explain the difference between period and trend reports

Social Media Report

ABC Recruitment – Pillar content Strategy

 

ABC Recruitment – Facebook Page Insights

Social Media Report
Week 8 8 April

8A: Assessment task completion workshop (AT2 Due)

 AT2 Due
Week 9 15 April Resubmission / Rework (if required)

 


Learning Resources

Prescribed Texts


References


Other Resources

Lecture slides, learning content, templates, research materials are provided online via the learning management system.


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 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 Matrix

Assessment Task 1: Project 1

  • Due week 5 of semester 'block'

Assessment Task 2: Project 2

  • Due week 9 of semester 'block'

Course Overview: Access Course Overview