SITXEBS002 Develop, implement and monitor the use of social media in a business Assessment 2

SITXEBS002 Develop, implement and monitor the use of social media in a business Assessment 2

Student name:

Why:

Managing the development and implementation of social media in a business and monitoring its effectiveness is an important aspect of an organisations social media strategy. Industry professionals need to be able to determine the social media requirements of an organisation, develop appropriate policies and procedures, develop & implement an overall social media plan and then evaluate the effectiveness of the strategies employed.

Assessment tasks

Complete the following one (1) task:

Task 1: Portfolio Social media policy

Task 2: Portfolio Social media plan

Resources

To complete this assessment refer to the following resources:

OLS Resource

Provided templates at end of assessment

Refer to the Assessment Checklist and the Marking criteria on the last pages for additional guidelines for completing this assessment.

What you need to do

Complete each task

Your assessment events must be submitted online via the Online Learning Support (OLS).

Complete each of your assessment events and save your files with the event name and your own name for example: Event1_john_smith.

Upload your assessment event files and any other additional attachments to the space provided in the TAFE Online Learning Support (OLS) learning platform.

Task 1: Portfolio Social media policy

This event requires you to submit a portfolio of evidence that demonstrates your ability to develop a social media policy and procedure.

This assessment is based on your own workplace. Your portfolio must include the following items:

Media matrix analysis

Social media policy

These items must address the criteria as listed in the table below.

You must meet the marking criteria below in order to successfully complete this assessment event.

1. Media matrix analysis Analyse the social media needs of the business and research social media tools and platforms to meet those needs. Use the Media Matrix Analysis (Template 1 - at end of assessment) to complete and submit your analysis.

In this item:

Describe the target audience.

Describe the social media business needs.

Outline the types of social media operations required.

Compare three (3) different social media platforms / tools in terms of meeting the identified needs of the business.

Recommend the best option platform and tool based on your analysis.

Explain your reasons for recommending the particular platform and tool

2. Social media policy Write or adapt a social media policy based on the recommended social media platform or tool as identified in your media matrix analysis. You can use the Social Media policy template (Template 2 at end of assessment) or your own word-processed document.

In this item:

Define a minimum of three guidelines for the responsible and appropriate use of the social media platform/tool.

Define a minimum of three guidelines for audience engagement.

Define a minimum of three guidelines for appropriate content.

Describe a minimum of two legal and ethical practices for each of the following:

responsible marketing

duty of care

fair competition

dealing with harassment and bullying

Develop a simple crisis management plan for dealing with three (3) common types of social media conflicts and complaints, including:

the process to follow

chain of command

appropriate responses

Summarise the platform/tool's terms of use for each of the following:

privacy and confidentiality

spamming

copyright and intellectual property

creative commons

Task 2: Portfolio Social media plan

This event requires you to submit a portfolio of evidence that demonstrates your ability to develop, implement and evaluate a social media plan.

This assessment builds on the previous event.Your portfolio must include the following items:

Social media plan

Monitoring and evaluation report

These items must address the criteria as listed in the table below.

Note:

The social media plan must be implemented over a two (2) month period and will require active posting on the social media platform/tool identified in assessment event 1 for at least one (1) week.

You must meet the marking criteria below in order to successfully complete this assessment event.

1. Social media plan Develop a social media plan using the social media plan template (see Template 3 at end of assessment)or your own word-processed document. This item must:

Explain the overall purpose of using the social media e.g. promoting the business, increasing sales, attracting customers etc.

Define the specific social media goals, including:

ideal metrics

performance indicators

Describe how the social media plan will address the profiled target audience.

Identify at least three (3) consumer and stakeholder needs and how these will be addressed.

Identify at least three (3) ways to engage consumers and stakeholders in line with your marketing strategy and identify any experts you consulted.

Identify all resources required to implement the plan, including:

human

technology

media

Develop a marketing and promotional calendar showing scheduling of planned social media activity for the two (2) month period, including:

dates and times

type of each activity

the message for each activity

target metrics for each activity e.g. number of likes, comments, shares

2. Monitoring and evaluation report Complete a Monitoring and evaluation report (Template 4 at end of assessment) recording your social media activity for one (1) week. This item must include:

An exported social media activity report from the specific platform/tool or a table showing daily activities for one (1) week including posts, follows, likes, shares etc.

Summarise the success of the social media activity measured against the social media plan targets.

Describe any escalated complaints, conflicts or crisis situations that occurred during the week of activity.

Provide a copy of any approved responses you posted e.g. screen shots

Discuss how you will modify your plan for Week 2 and the feedback you would provide to staff.

Checklist

I have:

Check the assessment marking criteria below

Clearly answer all questions

Refer to course information on the OLS regarding plagiarism and referencing

Check spelling and grammar

It is your responsibility to save a copy of your assessment for future reference

Marking Criteria:

This is an ungraded unit. Your result is based on the evidence you provide to meet the criteria for competence as specified in the unit of competency. You will receive a result of either Satisfactory or Unsatisfactory. If your result is Unsatisfactory you will be required to redo incorrect questions and resubmit your work.

Criteria assessed Comments Satisfactory Unsatisfactory

Task 1: Portfolio Social media policy 1. Media matrix analysis 1. Description of target audience 2. Description of social media business needs 3. Types of social media operations outlined 4. Three (3) social media platforms/tools compared 5. Best option recommended based on analysis 6. Explanation of reasons for platform recommended 2. Social media policy 1. Three (3) guidelines defined for responsible and appropriate use of social media tools 2. Three (3) guidelines defined for audience engagement 3. Three (3) guidelines defined for appropriate content 4. Two (2) legal and ethical practices described for:

Responsible marketing

Duty of care

Fair competition

Dealing with harassment and bullying 5. Simple crisis management tool developed for dealing with the given types of conflicts and complaints 6. Summary of platform terms of use for each of the listed items Task 2: Portfolio Social media plan 1. Social media plan 1. Explanation of overall purpose of using social media 2. Definition of social media goals

Ideal metrics

Performance indicators 3. Description of how social media plan will address the profiled target audience 4. Three (3) consumer and stakeholder needs identified 5. Three (3) ways to engage consumers and stakeholders in line with marketing strategy; identifying any experts that have been consulted 6. Identification of resources required to implement the plan including:

Human

Technology

media 7. Marketing and promotional calendar developed 2. Monitoring and evaluation report 1. Social media activity report completed for a 1-week period 2. Summary of success of social media activity measured against the planning targets 3. Description of any escalated complaints, conflicts or crisis situations 4. Copy of any approved responses provided 5. Discussion of any modifications to plan for Week 2 and feedback Overall result: With the satisfactory completion of the above tasks the student will be deemed competent in this assessment. Satisfactory Unsatisfactory (Resubmit Required)

Template 1 Media Matrix Analysis

[Title]Target audience profile Business needs Types of social media operations required Social media platform and tool Suitable to the audience Yes No Yes No Yes No

Appropriate for the purpose Yes No Yes No Yes No

Advantages Disadvantages Recommended best option platform and tool Reasons for choosing this option

Template 2 Social media policy template

Social media policy

Policy purpose:

e.g. The purpose of this Social Media Policy is to(add your text)

Policy authority:

e.g. This policy has been authorised by (add your text) and is available to all staff in (add your text). It has been developed in consultation with (add your text) and will be revised on a regular basis.

Policy application:

e.g. All staff, contractors and consultants must comply with this policy in their conduct of official business using social media for (add your text)

Expected update frequency:

e.g. Yearly

Policy location:

e.g. P:Plan2goPolicies XXXX

1. Responsible use of social media

Your text

2. Audience engagement

Your text

3. Appropriate content

Your text

4. Legal and ethical practices

4.1 Responsible marketing

Your text

4.2 Duty of care

Your text

4.3 Fair competition

Your text

4.4 Harassment and bullying

Your text

5. Crisis management plan

5.1 Process

Your text

5.2 Chain of command

Your text

5.3 Appropriate responses

Your text

6. Platform terms of use

6.1 Privacy and confidentiality

Your text

6.2 Spamming

Your text

6.3 Copyright and intellectual property

Your text

6.4 Creative commons

Your text

Template 3 Social media plan template

[Title]Purpose of this plan:

Your text

Specific social media goals:

Your text

Target audience:

Your text

Addressing consumer/stakeholder needs:

Your text

Consumer/stakeholder engagement:

Your text

Resources required:

Your text

Calendar

Date Type of activity Message Projected number of likes/comments/other

X/X/XX e.g. Facebook post on company page e.g. Video showcasing services e.g. 40 likes, 10 comments, 3 shares

Template 4 Monitoring and evaluation report

[Title]Social media activity for one (1) week

The table below is designed for Twitter. Adapt it to suit the metrics for your chosen social media platform/tool.

Day Current followers Tweets per week New followers Retweets Mentions

1 2 3 4 5 6 7 Evaluation

Summary of success measured against the plan:

Your text

Escalated complaints/conflicts/crises:

Your text

Approved responses posted:

Your text

Modifications recommended for Week 2:

Your text