Unit of competency Outline

Date retreived
22/07/2026 11:31 AM AWST

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Develop a social media engagement plan

Develop a social media engagement plan

Unit of competency
National Code
BSBMKG537
State Code
OAE63
TGA Status
Replaced
DTWD Status
Replaced
Current Release Number
1.00
Current Release Date
27/09/2018
View on TGA
State Implementation and Classification
Approved Date
14/02/2019
Field of Education
080505 - Marketing
Original Release Date
14/02/2019
Nominal Hours
45
Description
This unit describes the skills and knowledge required to effectively plan engagement with a preferred target audience on social media.It applies to individuals working in a variety of marketing and communications occupational roles who have responsibility for developing social media plans and facilitating social engagement on behalf of a business or organisation.No licensing, legislative or certification requirements apply to this unit at the time of publication.
Notes
Elements and Performance Criteria
1. Identify preferred target 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 and document online habits of the target audience and deliver to appropriate personnel in accordance with organisational policies and procedures
2. Document expected behaviours of target audience
  • 2.1 Model the typical journey of the target audience across devices, platforms, sites and applications
  • 2.2 Identify common responses to triggers and interventions on social media platforms and applications
  • 2.3 Conduct market research with users on preferred and avoided behaviours on social media
  • 2.4 Evaluate market research to identify the attention span and retention characteristics of alternative content types and engagement patterns
  • 2.5 Document research results and deliver to appropriate personnel
3. Devise social media engagement strategy
  • 3.1 Select preferred social media platforms and applications to meet organisational/client and audience requirements
  • 3.2 Select content and engagement interventions relevant to the target audience, in line with organisational strategies
  • 3.3 Set measurable metrics for successful performance on social media, in line with organisational strategies
  • 3.4 Optimise the use of positive viral and other self-generating expansion techniques
  • 3.5 Identify any risks in the plan to integrity of brand and message, and trust of target audience
4. Facilitate content delivery
  • 4.1 Develop relevant content and schedule release to maximise attention of the target audience
  • 4.2 Engage with target audience on chosen social media platforms by offering personalised responses to target audience questions, comments and reactions
  • 4.3 Review and apply third party tools to automate the engagement process when possible
  • 4.4 Apply measurable metrics 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 Develop a plan for regular review of performance using a social analytics service
  • 5.2 Review and identify gaps in performance against requirements and adjust as necessary, in line with organisational plan
  • 5.3 Evaluate and report on social media engagement effectiveness, delivering to relevant personnel
No information
No information
Replaces
State Code National Code Title Type
AWF81 BSBMKG527 Plan social media engagement Unit of competency
Replaced By
State Code National Code Title Type
OCF35 BSBMKG546 Develop social media engagement plans Unit of competency