Unit of competency Outline

Date retreived
22/07/2026 3:10 PM AWST

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Plan social media engagement

Plan social media engagement

Unit of competency
National Code
BSBMKG527
State Code
AWF81
TGA Status
Replaced
DTWD Status
Replaced
Current Release Number
1.00
Current Release Date
14/01/2016
View on TGA
State Implementation and Classification
Approved Date
05/07/2016
Field of Education
080505 - Marketing
Original Release Date
05/07/2016
Nominal Hours
45
Description
This unit describes the skills and knowledge required to effectively engage with a preferred audience on social media.It applies to individuals working in a variety of marketing communications occupational roles who have responsibility for developing social media plans and facilitating social engagement.No licensing, legislative or certification requirements apply to this unit at the time of publication.
Notes
Elements and Performance Criteria
1. Determine preferred audience
  • 1.1 Identify and review relevant client or organisational requirements for product, brand or organisational engagement in social media
  • 1.2 Identify and specify the characteristics of the target audience
  • 1.3 Research online habits of the target audience
  • 1.4 Recognise and plan social media engagement within current legislation, regulation and organisational policy
2. Profile expected behaviours
  • 2.1 Model the typical journey of the target audience across device, platform, sites and applications
  • 2.2 Identify common responses to triggers and interventions on social media sites and applications
  • 2.3 Conduct market research with users on preferred and avoided behaviours on social media
  • 2.4 Establish the attention span and retention characteristics of alternative content types and engagement patterns
3. Develop social engagement strategy
  • 3.1 Select preferred social media platforms to meet client and audience requirements
  • 3.2 Select content and engagement interventions relevant to the target audience
  • 3.3 Establish metrics for successful performance on social media
  • 3.4 Ensure strategy maintains integrity of brand, message and develops trust
  • 3.5 Optimise the use of positive viral and other self-generating expansion techniques
4. Facilitate content and delivery
  • 4.1 Ensure relevant content is produced and released to maximise attention of the target audience
  • 4.2 Maintain focus on target audience engagement, conversations and personalised response
  • 4.3 Review and apply third party tools to automate the engagement process when possible
  • 4.4 Establish and apply performance indicators for posts, responses and updates
  • 4.5 Maximise cross-platform, device, site and application engagement for effort using suitable tools and techniques
5. Monitor and evaluate social media engagement
  • 5.1 Regularly review performance with a social analytics service
  • 5.2 Monitor and identify gaps in performance against requirements and adjust as necessary
  • 5.3 Evaluate and report on social media engagement effectiveness
No information
No information
Replaced By
State Code National Code Title Type
OAE63 BSBMKG537 Develop a social media engagement plan Unit of competency