Unit of competency Outline

Date retreived
23/07/2026 10:21 AM AWST

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Develop and manage social media and online strategies

Develop and manage social media and online strategies

Unit of competency
National Code
SIRXOSM006
State Code
OBG13
TGA Status
Current
DTWD Status
Approved
Current Release Number
1.00
Current Release Date
12/09/2019
View on TGA
State Implementation and Classification
Approved Date
27/11/2019
Field of Education
080505 - Marketing
Original Release Date
27/11/2019
Nominal Hours
35
Description
This unit describes the performance outcomes, skills and knowledge required to develop and implement the overall strategy for an organisation’s online presence and for individual strategies for targeted campaigns.It requires the ability to develop social media and online content guidelines, policies and procedures to implement and evaluate strategies.It applies to individuals who work at a senior level who operate independently, can have responsibility for others and are responsible for making a range of operational and strategic decisions.This unit applies to self-employed individuals, and owners and employees of any type of micro, small, medium or large organisation that utilises social media and online tools for customer engagement including commercial, not-for-profit and government organisations.No occupational licensing, certification or specific legislative requirements apply to this unit at the time of publication.
Notes
Elements and Performance Criteria
1. Determine social media or online requirements.
  • 1.1. Confirm core activities, customer base, organisational values and current direction.
  • 1.2. Determine organisational objectives for use of social media and online platforms.
  • 1.3. Assess the need for particular platform functions to service target audience and organisational requirements.
  • 1.4. Select social media and online platforms suited to organisational objectives and target audience requirements.
2. Develop social media or online strategy.
  • 2.1. Determine types and frequency of social media and online communications to match specific objectives.
  • 2.2. Identify which social media and online platforms will be utilised for communications and audiences.
  • 2.3. Establish key performance indicators and evaluation criteria to measure effectiveness of social media or online activities.
  • 2.4. Identify methods to analyse performance and establish a schedule for regular analysis, evaluation and reporting.
  • 2.5. Determine implementation budget, roles and responsibilities and allocate to personnel.
3. Develop content guidelines.
  • 3.1. Determine guidelines for use of appropriate language and tone for outbound communications and customer interactions.
  • 3.2. Develop standard responses for customer interactions.
  • 3.3. Establish standards for use and formatting of text and images.
  • 3.4. Determine parameters for appropriate and inappropriate content and what organisational and customer information can and cannot be published.
  • 3.5. Establish content approvals process and designate levels of authority to personnel.
  • 3.6. Communicate content guidelines to personnel.
4. Develop and document policies and procedures.
  • 4.1. Develop policies for customers of organisational social media and online sites.
  • 4.2. Develop organisational policies and procedures to guide activities of personnel.
  • 4.3. Communicate policies, procedures and expectations to personnel and customers.
5. Implement strategy.
  • 5.1. Develop action plans for implementing overall strategy and individual campaigns.
  • 5.2. Prepare a schedule documenting planned social media and online activities.
  • 5.3. Identify and communicate priorities, key responsibilities, targets and timelines.
  • 5.4. Monitor organisation’s social media and online activity and drive implementation.
6. Evaluate strategy.
  • 6.1. Assess reports on data analysis and evaluation.
  • 6.2. Evaluate social media and online activity against strategy, key performance indicators and reports.
  • 6.3. Determine and report on success of online presence in engaging customers for general and targeted purposes.
  • 6.4. Monitor, regularly, changes to social media and online platform functionality to determine impacts on strategy.
  • 6.5. Modify and continuously improve current and future strategies according to evaluation and changing platform functionality.
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