MCC4-20 4.2 51640

Student Assessment
Qualification details: BBS40820 - Certificate IV in Marketing and Communication
SBTA course reference: MCC4-20_4.2 Social Media Strategy
Units of competency: SIRXMKT006 - Develop a social media strategy

BSBWRT411 - Write complex documents
Student’s ID: JIRAPA MUENCHOM_51640
Assessor’s name:
ASSESSMENT TASK 1: PROJECT AND PRACTICAL ACTIVITIES

Assessment task instructions:
This is the first assessment task consisting 4 project and practical activities including case study, scenarios, communication and
project activities. You must complete both parts successfully to gain a “Satisfactory” outcome.
Purpose of the assessment task:
The purpose of the assessment task is to assess your skills in being able to compare at least three different social media platforms
for organisational use and select platforms that best meet organisational social media requirements and identify for each
platform key features, benefits, limitations, functionality, audience and terms of use
 Develop organisational policies and procedures for social media use
 Develop a social media strategy for execution over a three-month period
 Monitor and review social media data to review social media performance over a one-month period and make
recommendations for future improvements
 Plan, draft and finalise three different complex documents that convey the required information in a format suitable for the
intended audience and purpose according to organisational policies and procedures for document production including:
review and analyse a range of information sources, use business technology to apply formatting and incorporate graphics
and apply organisation style guide/house style.
Assessment conditions and resources:
Assessment will be conducted in a safe simulated environment where you will have access to organisational documentation and
policies and procedures, information and resources to all activities.
You have the following options to complete practical activities in this assessment task.
 use the combination of emails and MS TEAMS to collect feedback and information
 use TEAMS to invite and collect feedback and record any communication on TEAMS
 utilise your workplace colleagues or other suitable colleagues to seek feedback
 organise your team to attend the Academy, conduct a classroom consultation meeting
Note: You may use emails to supplement any consultation process.
All communication must be recorded and uploaded with this activity
 All relevant resources for this task are situated in your Supporting Materials folder
 Information on how to submit, upload, record, click: https://youtu.be/-B7QEWmM65U or ask assessor or contact
studentservices@sbta.com.au
 Your assessor will complete an Assessor Observation Checklist (AOC) for this task.
MCC4--20_4.2_SIRXMKT006_BSBWRT411_Assessment Tasks
Version 2_Dated: 22 April 2022
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Read the case study and complete all activities below.
Case study: Sunrise Cafe

The café located in Melbourne offers delicious homemade breakfast food from worldwide.
The owner, James Newman, is a breakfast enthusiast. He learned to make delicious breakfast dishes and is excited to share them
with a lot of people. Sunrise Cafe offers delicious continental breakfast food, such as:
 Fluffy pancakes
 Sausage platters
 Freshly brewed coffee
 High-quality loose tea leaves and many more
Our price starts at $10 for a complete breakfast.
Sunrise Cafe Business and Marketing Plans
Strategic Objectives:
1. To become the no. 1 breakfast place in Melbourne.
2. To raise total sales of $3,000,000 in the next two years.
3. Use social media platforms (Facebook, Instagram, and YouTube) to:
 Offer discounts and offers to the customers
 Heighten café awareness
 Convert social followers into qualified leads and new business
 Increase customer satisfaction and positive café perception
4. To achieve a customer satisfaction rate of 90%.
Unique Selling Point:
Our café offers the best tasting.
Product Products & Pricing
Sunrise Cafe offers delicious continental breakfast food, such as:
 Fluffy pancakes
 Sausage platters
 Freshly brewed coffee
 High-quality loose tea leaves and many more
Our price starts at $10 for a complete breakfast.
Menu includes:
 Fluffy pancake: $3
 Sausage platter: $6
 Freshly brewed coffee: $4
 Complete breakfast (Fluffy pancake + Sausage platter + Freshly brewed coffee): $10
Target Market
Our target market consists of customers of all ages who wish to try our delicious cooking.
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Competition
The company’s competition will be the following:
Food to Go
Food to Go is a café business famous for its mouth-watering burgers and Filipino style Lucban sausages. They always have a
long line of customers daily.
Dessert in the city
‘Dessert in the city’ is popular among kids and kids at heart. Their homemade ice creams and candies are a big hit.
SWOT Analysis
Strengths Weaknesses Opportunities Threats
The owner and cook is a Still new in the Increasing demand for new Two well-known competitors (Food to
breakfast expert business food/dishes Go, Dessert in the city)
The only cafe to offer No customer retention Can offer dine-in and delivery Economic downturn
continental breakfast food program services
Scenario 1:
You are Mark Newman, frontline sales and marketing staff member in Sunrise Cafe. The owner of the Sunrise Café wants you to
plan and evaluate the use of social media considering the organisation's strategic objective.
The Owner is the individual who supervises or is in charge of the café. The owner belongs to a higher rank or status and wants
you to:
 Determine social media requirements considering the strategic objectives of the organisation.
 Develop organisational policies and procedures for social media use
 Develop a social media strategy outlining social media goals, the tactics to achieve them, and the metrics that will be tracked
to measure the progress.
 Monitor and review social media data to review social media performance and make recommendations for future
To plan and evaluate the use of social media and develop associated documentation, you have the following
responsibilities:
 Examine the organisation's strategic objectives and set goals and priorities for social media use.
 Collect and analyse data on the target market's social media usage, behaviours, and preferred platforms.
 Identify and analyse emerging trends in social media platform usage.
 Examine and compare social media platforms before deciding on those that best meet the needs of your organisation and
target market.
 Identify opportunities for social media integration with existing systems and procedures.
 Identify opportunities to increase business exposure through social media activity.
 Determine opportunities for increasing brand awareness and building an online community through the use of social media.
 Based on planned social media activity, define the scope of social media policies and procedures.
 Establish social media engagement and content usage guidelines and establish and plan a document to guide the process
which should include:
o guidelines for the issue and crisis management, as well as appropriate responses and
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o Incorporate legal and ethical concerns into social media policies and procedures.
o Ensure that policies and procedures are customer-focused and that they are in line with the organisation's marketing
plan and strategy.
o Develop strategies for social media content creation, customer engagement, and customer service.
o Create and document a social media action plan that outlines key responsibilities, resourcing needs, and timeframes.
o Create a social media calendar that documents planned social media activity in accordance with the marketing strategy
and promotional activities.
o Define key performance indicators and evaluation criteria for determining the success of social media activity.
o Develop methods for monitoring and analysing social media engagement, activity, and reach.
o Ensure that the social media strategy is in line with the organisation's goals and customer service standards.
 Communicate with relevant stakeholders to ensure that the social media strategy, action plan, calendar, and policies and
procedures meet requirements of the organisation.
 Monitor social media issues and crisis management and take appropriate action to ensure that the impacts are minimised,
and the occurrence of future issues or disasters are minimised.
 Monitor social media engagement, activity, and reach.
 Monitor social media content posting to ensure compliance with social media strategy, policies, and procedures.
 Analyse the data collected to determine social media engagement, activity, and reach.
 Assess the success of social media use by comparing it to the strategy and using performance indicators.
 Identify opportunities for future advancements in social media use and adjust strategy and plans accordingly.
Activities:
In this assessment task, you are required to plan and evaluate the use of social media and; determine suitable social
media platforms, plan appropriate use of social media and evaluate the effectiveness of social media activity.
1.1. In this activity, the owner requires you to determine social requirements considering the strategic objectives and
priorities of the organisation and address the following points:
a. Examine the organisation's strategic objectives and set goals and priorities for social media use and
document development.
 Analyse the organisation’s strategic objectives given in the case study.
 Set any four (4) S.M.A.R.T. goals considering the organisation's strategic objectives
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 Determine priorities for each S.M.A.R.T. goal.

 Further, document the following using Template 1.
b. Collect and analyse data on the target market's social media usage, behaviours, and preferred platforms.
 Analyse the information given in the marketing plan of the organisation (given in the case study)
 Determine the target market.
 Conduct online research and analyse information about the following key aspects of the target
market including, social media use of the target market and behaviours and preferred social media
platforms.
c. Identify and analyse emerging trends in social media platform usage.
 Conduct online research and identify three (3) emerging trends in social media platforms to
promote the products/items to the target customers.
 Analyse each trend and determine how the organisation can make use of the emerging trends.
o Three (3) emerging trends in social media platforms to promote the products/items to the
target customers
o How can the organisation make use of the emerging trends?
d. Examine and compare three (3) social media platforms before deciding on those that best meet the needs
of your organisation and target market.
 Research and compare at least three (3) different social media platforms for organisational use and
select platforms that best meet organisational social media requirements.
 For each platform, identify the following and document using Template 1 and address the key
features, benefits, limitations, functionality, target audience, key users, and terms of use
e. Identify opportunities for social media integration with existing systems and procedures.
 Analyse the existing systems and procedures given in the organisation.
 Determine two (2) opportunities for social media integration with existing systems and procedures.
 Prepare a roadmap to perform social media integration with existing systems and procedures.
 Further, document:
o Two (2) opportunities for social media integration with existing systems and procedures
o Roadmap to perform social media integration with existing systems and procedures
f. Identify opportunities to increase business exposure through social media activity.
 Determine two (2) opportunities to increase business exposure through social media activity
considering the target market.
 Develop a Social Media Requirements Report.
 The following information must be included in the Report:
o Report name, report author, version, and date completed
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o Four SMART goals

o Target market and what social media they use
o Behaviours and preferred social media platforms.
o Three (3) emerging trends in social media platforms to promote the products/items to the
target customers
o How can the organisation make use of the emerging trends?
o Three (3) social media platforms including; key features, limitations, benefits, functionality,
target audiences, terms of use
o Two (2) opportunities for social media integration with existing systems and procedures
o Roadmap to perform social media integration with existing systems and procedures
o Two (2) opportunities for increasing brand awareness and building an online community
through the use of social media and
o how each opportunity identified will help the organisation to increase brand awareness and
build an online community?
Note: your assessor will complete an Assessor Observation Checklist (AOC) for this activity.
Document version: Version 1 Completed: 09/11/2023
Four (4) S.M.A.R.T. goals and 1. Increase brand recognition so that at least eight in ten people within
priorities area (500 metres) recognise our brand in surveys conducted by
Sunrise café and Action Marketing.
2. Establish good will within our target market so that at least seven of
ten people within area (500 metres) rate our company as socially and
environmentally responsible.
3. Plan and evaluate the use of social networks and develop the
associated documentation.
4. Identify opportunities for the integration of social networks with
existing systems and procedures
Target market The target market (include all the people) but it has been divided into three
target markets or segments
Social media use of the target
market  Individual takeaway
Behaviours and preferred social  Individual sit-down
media platforms.
 Groups (organisations and business catering).
Three (3) emerging trends in social 1. Podcasts Taking the World by Storm ( Explain the products, useful
media platforms to promote the techniques)
products/items to the target
2. Video Reigns Supreme.
customers
3. Instagram Stories for Strategic Marketing. (Use Instagram App
How can the organisation make use
of the emerging trends?
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Three (3) Key features Benefits Limitations Functionality Target Terms of use
social audience
media and key
platforms users
Instagram  Instagram TV – IGTV.  Online The Website Excellent High All users N/A
Presence 24/7. Doesn't Quite Look
 Geo- Tagged Content. “Right” Ease-of-
 Having a Use. Cookie- Cutter
 Instagram Hashtag. website means Template Selection.
 Instagram Stories. customers are
always able to
 Image & Video Editing. find you –
anytime,
anywhere
Facebook  The posts are useful to  Ease of Limited Excellent High All users N/A
activities promotion. connection. ECommerce
Functionality.
 Call to Actions.  Business
advantage
 Contact Information
 Simple
 Staff Photos and advertising.
Biographies
 Relevant
 Mobile Friendly or content.
Responsive Design.
 Credibility
 It Cuts Costs.
Market
Expansion.
Twitter  Is way to express  Consumer Missing Key Search Medium All users N/A
Opinions, ideas. Insights. Engine Optimizati
on (SEO) Elements.
 Is a tool to confirm  Advertising.
changes or business
decisions.  Competitors
Online
 Clear Description of
Your Business.  Information
Exchange.
Two (2) opportunities for social 1. Access to information on products, services, promotions, discounts,
media integration with existing company practices and policies: Information is readily available to
systems and procedures potential customers through internet sources such as websites and
social media (Instagram, twitter, Facebook, emails)
Roadmap to perform social media
integration with existing systems 2. Distrust or skepticism towards more traditional, wide-casting media
and procedures such as newspapers, television and radio: Electronic narrow-casting –
delivering promotional messages through electronic social media and
word-of-mouth to specific groups of consumers – represents an
increasingly popular, effective and cost-effective method of reaching
specific target markets. Consumers targeted in this way are more likely
to identify products and services with positive qualities they attribute
to electronic social media such as trustworthiness, personalization,
responsiveness, immediacy, and ‘coolness’
Two (2) opportunities to increase 1. Sunrise café will need to effectively differentiate itself from the
business exposure through social competition, or, if directly comparable, offer better value.
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media activity considering the 2. Promotional activity must highlight our value proposition and be
target market distributed in a way that appeals to our target market while also
emphasizing our stated commitment to social and environmental
Explanation of each opportunity
responsibility.
and how it will help the
organisation to increase its business
exposure.
Two (2) opportunities for 1. Business social media is a good toll to related to online presence,
increasing brand awareness and online social networking presents such a compelling opportunity that it
building an online community should be discussed separately. In the interest of keeping costs to a
through the use of social media minimum and also developing a loyal following, Sunrise café will
encourage customers to interact with Sunrise Cafe and other potential
How each opportunity identified
customers to receive loyalty rewards. As marketing research indicates,
will help the organisation to
consumers targeted through online social media are more likely to
increase brand awareness and build
identify products and services with positive qualities they attribute to
an online community?
electronic social media such as trustworthiness, personalisation,
responsiveness, immediacy, and ‘coolness’.
2. Targeted consumer groups such as information collected at point of-
sale; through Facebook, Instagram, twitter. traffic monitoring; social
media monitoring; interviews; and surveys.
1.2. This activity requires you to develop organisational policies and procedures for the social media use of the
organisation. (Guide: 250+ words)
a. Based on planned social media activity, define the scope of social media policies and procedures and
develop a document called: Social Media Organisational Guidelines (policies and procedures).
Ensure your policies and guidelines document includes:
 Version and date complete
 Scope of the policies and procedures
 Legal and ethical responsibilities, and privacy and security
 Guidelines for the use of social media social, including media engagement
 Guidelines for content use and posting
 Style and Communication Guides
 Guidelines for complaints handling and crisis management and appropriate responses.
b. Prior to you developing the document you must:
 Review the purpose of the document and ensure that the design meets the organisational style and
policies and procedures for developing complex organisational documents.
 Determine the structure, categories and ensure the content of the document meets communication
requirements and is logically spaced.
 Double check and confirm the information is cohesive, satisfies the purpose of the document
c. Establish the guidelines below for social media engagement and include:
 appropriate use of social media
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 appropriate content use and posting

 complaints handling and crisis management and appropriate responses
d. Incorporate legal and ethical concerns into social media policies and procedures.
 Meeting legal and ethical responsibilities
 Privacy and security
ORGANISATIONAL POLICIES AND PROCEDURES FOR SOCIAL MEDIA USE

Scope of the policies and The same principles and guidelines found in [Employer] policies, as well as three
procedures fundamental beliefs, apply to your online activities. Finally, you are solely responsible
for what you post on the internet. Consider some of the risks and rewards involved
before creating online content. Keep in mind that any of your actions that have a
negative impact on your job performance or the performance of your co-workers.
Facebook Organizational policies and procedures:
All community standards must be followed by business accounts. These include posts
that are violent, threatening, harassing, or hateful. Business accounts may not post
nude, pornographic, or offensive graphic content, nor may they post or use the names
of fans without their permission.
 unity or other sexually suggestive content.
 Hate speech, credible threats or direct attacks on an individual or group.
 Content that contains self-harm or excessive violence.
 Fake or impostor profiles.
 Spam.
Instagram Organizational policies and procedures:
 Only Use a Trusted Third-Party Posting App.
 Don't Use Banned Hashtags.
 Don't Behave Like a Bot.
 Beware of Spreading Misinformation.
 Don't Break Instagram Content Rules.
 Understand Instagram's Forbidden Content.
 Know Instagram's Advertising Rules.
Twitter Organizational policies and procedures:
Hateful conduct: You may not promote violence against, threaten, or harass other
people on the basis of race, ethnicity, national origin, caste, sexual orientation, gender,
gender identity, religious affiliation, age, disability, or serious disease. Guidelines for
the use of social media social,
Guidelines for the use of  Respect financial disclosure laws. It is illegal to communicate or give a "tip"
social media social, on inside information to others so that they may buy or sell stocks or securities.
including media Such online conduct may also violate the Insider Trading Policy.
engagement  Do not create a link from your blog, website or other social networking site to
a [Employer] website without identifying yourself as a [Employer] associate.
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Guidelines for content use Post only appropriate and respectful content
and posting Maintain the confidentiality of [Employer] trade secrets and private or confidential
information. Trades secrets may include information regarding the development of
systems, processes, products, know-how and technology. Do not post internal reports,
policies, procedures or other internal business-related confidential communications.
Be truthful and precise
When posting information or news, always be honest and accurate, and if you make a
mistake, correct it as soon as possible. Keep an open mind.
Be considerate
Always be fair and courteous to your co-workers, customers, members, suppliers, and
anyone else who works for [Employer]. Also, keep in mind that speaking directly with
your co-workers or utilizing our Open-Door Policy are more likely to resolve work-
related complaints than posting complaints to a social media outlet.
However, if you choose to post complaints or criticism, avoid using statements,
photographs, video, or audio that could be interpreted as malicious, obscene,
threatening, or intimidating, that disparage customers, members, associates, or
suppliers, or that could constitute harassment or bullying.
Guidelines for complaints Plans for Crisis Communication - communication strategy and messaging
handling and crisis People, assets, and brands must all be protected through effective crisis
management and communication. Uncertainty and anger are created by organizations that wait to
appropriate responses. respond, hesitate, or lack visibility of action. This can have an impact on a company's
reputation and value. After a crisis, a Cofactor Crisis Communication Plan will enable
you to respond quickly, accurately, and confidently. Our plans include key messages,
media releases, and holding statements for the crisis scenarios that are most likely to
affect your organization.
Assessment of Crisis Preparedness
To respond effectively to issues and crises, it is critical to understand the gaps in your
organization's crisis response capability. Request that one of our experts assess your
organization's readiness to manage a crisis and make recommendations for
improvement.
Legal and ethical There are numerous dangers associated with using social media. The larger your team,
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responsibilities the more heightened those risks. Your social media policy must include specific
guidelines for dealing with sensitive issues, particularly those involving the law and
industry regulations.
Social media policy includes a series of rules for employees, including:
 Follow the Law
 Follow the Code of Conduct.
Privacy and security Balancing "Social" and "Security" Concerns Social media can help to increase brand
awareness and public engagement. It enables a less expensive form of advertising in a
non-traditional manner. There are numerous types of social media, ranging from blogs
to photo-sharing sites to instant messaging or video-sharing portals, among others.
Social media, like almost every other new technology, has its drawbacks. One
disadvantage of using social media is that it can put users at risk by opening insecure
pathways or tunnelling beneath traditional cybersecurity.
Safe on Instagram
 Use two-factor authentication to log in to Instagram safely.
 Choose who sees your posts with a private account.
 Block anyone you don't want to see your posts.
 Control the comments you want to see.
Safe on Facebook
 Keep your location data private.
 Stop data collection by Facebook's partners
 Guard your account from hackers.
 Make your profile harder to find.
 Limit who sees your photos and posts.
 Take some control over targeted ads.
Safe on Twitter
Twitter supports several types of two-factor authentication. These include sending a
unique code to the phone number linked to an account (Text message/SMS), using a
mobile app to generate a unique code (authentication app), or using a security key.
Best Practices for Social Media Security
best practices for dealing with social media threats:
1) Turn on MFA.
Multi-factor authentication is a security measure that requires users to provide
two or more authentication factors in order to access an application, account, or
virtual private network (VPN). This provides additional security layers to
combat more sophisticated cyberattacks even after credentials or identities
have been stolen, exposed, or sold by third parties.
2) Never reuse passwords.
Use a unique password for each account. If one account is hacked, this
prevents other accounts from being easily accessed. To keep track of multiple
passwords, use a password management tool. Make sure your passwords are
difficult to guess.
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1.3. This activity requires you to develop a social media strategy for execution over a three-month period. (Guide:
250+ words)
Follow the below guidelines to develop a social media strategy for execution over a 3-month period:
a. the social media strategy should address social media content creation, customer service, and engagement
b. develop a social media action plan including resource needs and timelines for at least four key actions
c. create a social media calendar using Google Sheets or other platforms that documents planned social
media activity in accordance with the marketing strategy and promotional activities. Take a screenshot of
the calendar prepared in Google sheets and document it in the strategy.
d. define key performance indicators (KPIs) and evaluation criteria for determining the success of social
media activity and document this in the strategy.
e. Develop two (2) methods for monitoring and analysing social media engagement, activity, and reach.
Explain each method and document these in the media strategy.
f. Develop the first version of the social media strategy, and draft the document. The strategy must align
with organisational objectives and customer service standards and organisational and business aspirations.
Review the following requirements and design and develop a social media strategy.
 Target audience for the social media strategy and establish the communication method and style
 Purpose and requirements of the document
 Organisational policies and procedures for social media use including a Style Guide of the
organisation
 Select a template from available Templates on MS Word document, plan draft and finalise the
social media strategy, the document
 All information available for social media content development, should address customer service
and engagement and;
o Social media action plan including key actions, responsibilities, resourcing requirement,
periods, and timeframes
o Calendar of activities
o Key performance indicators and evaluation criteria
o Content strategy
o Engagement strategy, activities, and tracking
SOCIAL MEDIA STRATEGY
Version Version 1 Dated: 09/11/2023
Strategies for social media Creative ways to increase community engagement on social media
content development,
customer engagement and  Use images - tell a story.
customer service  Share success stories from your customers.
 Use your like and share features to answer a question.
 Head for the emotions - Make them smile, make them laugh.
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 Show every side of your business.

 Ask your audience for help.
Facebook
Social media strategy
Facebook marketing is a platform that offers a variety of highly targeted paid
advertisements and organic posts, allowing brands to put their products and
services in front of the massive audience.
Facebook has attracted a significant user base, which translates to ad revenue,
since companies desire to spend their ad budgets on platforms that receive the
most viewership, and with 2.91 billion active users monthly, it's hard to top
Facebook.
Instagram
Social media strategy
 Adjust Your Instagram Posting Schedule as You Grow
 Modify Your Organic Content Mix to Reflect Your Audience’s
Shifting
 Demographics and Preferences
 Maintain a Consistent Style as Your Content Mix Changes
Twitter
Social media strategy for your brand
 Audit your Twitter account.
 Find your Twitter voice.
 Use Twitter hashtags and trends.
 Utilize Twitter ads.
 Find out when to Tweet.
 Schedule Tweets ahead of time.
 Engage with your followers.
 Set measurable Twitter goals
The practice of using social media tools to resolve customer questions or
concerns is known as social media customer service. Because it allows
customers to reach your team on platforms they already use, social customer
support is extremely effective. A social content creator is someone who
creates and uploads content to social media platforms. They may create this
content for fun or as a professional content creator; otherwise,
Social media action plan Digital customer engagement strategy generates actionable insights that aid in
the advancement and improvement of the customer experience in a variety of
ways.
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A multi-channel digital engagement strategy increases customer loyalty and

brand awareness while also improving customer relationships, all of which
are beneficial to the bottom line.
Key actions Key responsibilities Resourcing Timeframes

requirements
 Get over art from  Follow then policies and Online material Around 9
publisher procedures. Sponsors. months. Every
week.
 Get amazon link to buy  Get the goals and objectives.
book
 Check the reports and reports
 Orders copies for with the team work.
giveaway
Calendar of activities Timeline during 9 months
Key performance indicators  Social media KPIs are the metrics used to determine if a business’s
(KPIs) and evaluation social media marketing strategy is effective.
criteria
 Your social media goals are what determine your metrics. For every
goal, you need a related metric, which will help determine if your
social strategy is hitting the mark or not.
 The engagement rate is a metric often used to track how actively
involved with your content your audience is and how effective your
brand campaigns are. Engaged consumers interact with brands
through interactions such as “likes,” comments and social sharing.
Content strategy Content strategy is the high-level planning, execution, promotion, and on-
going management of the content lifecycle to support key business initiatives.
Essentially, it’s your brand’s game plan for driving traffic, leads,
engagement, sales, and other business outcomes through content. A social
media content strategy narrates what you post on different social channels
while determining how to engage with your audience. All this not only saves
you time but also supports your overall social media management efforts.
Engagement strategy A social media engagement strategy is a plan that links social media tactics to
social network goals. The strategy summarizes what you intend to do and
how you intend to accomplish it. The more specific and detailed your
strategy, the more effective it will be.
Activity and engagement

tracking
Activities Timeline Responsible
Promotional campaigns and activity
Marketing plan completion June JIRAPA
Weekly magazine Thursdays weekly; JIRAPA
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advertising for following week
Monthly direct mail (DM) 1st Monday of each JIRAPA

month
DM campaign 1 1/7 JIRAPA
DM campaign 2 2/2 JIRAPA
Website maintenance Daily JIRAPA
Website content update in Daily JIRAPA

line with current
campaigns and offerings
Facebook campaign 1 1/7 JIRAPA
Facebook campaign 2 2/2 JIRAPA
Market/marketing research
Customer surveys and Quarterly JIRAPA

analysis
Yearly market research June of each year Action Marketing

update
Sales analysis Quarterly Action Marketing
1.4. This activity requires you to monitor and review social media data to analyse social media performance and
recommend improvements and identify any gaps missed and collect extra data as necessary.
Scenario 2:
Your manager advised you to implement the social media strategy and action plan you prepared. You are required to advertise the
business offers on three (3) different social media platforms during the implementation of social media and then you are to
monitor and review social media data to review social media performance over 1 month.
To do so, your manager asked you to:
 Create social media pages of the organisation on three (3) different platforms.
 Share the pages in the public domain.
 Create posts to share on social media platforms based on the social media strategy you developed.
 Share regular posts for at least each week for one month in accordance with the action plan you developed.
 Once your posts are live you are to monitor social media issues and crisis management and take the required action to
ensure impacts are minimised and the occurrence of future issues or crises are minimised.
 Track and collate social media engagement, activity, and reach data and outcomes by evaluating likes, comments, shares,
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Student Assessment

Assessor’s name:
and clicks on your social media posts.

 Analyse the data captured and evaluate them against the performance indicators from your social media strategy.
 Review improvements content of the social media posting, ensure they align with the social media strategy, policies, and
procedures, and then modify strategy and plans based on the evaluation conducted.
Once the one month is over you must report to the owner and discuss the success and improvements of the social media posts and
strategy.
a. Communicate with the owner about the social media strategy, action plan, calendar, policies, procedures , and
guidelines. Review and complete the following:
 Select the most suitable communication method and process with the owner and discuss the
following 2 points:
o Organisational policies and procedures for social media use, including:
c Guidelines for the use of social media social, including media engagement
c Guidelines for content use and posting
c Guidelines for complaints handling and crisis management and appropriate
responses.
c Meeting legal and ethical responsibilities
c Privacy and security
o The Social media strategy the action plan and calendar – version 1 (the draft)
c Confirm with the owner that the document meets the requirements
c Check the document, review gramma, data spelling, and style to ensure it is accurate,
and check all requirements are met
c Apply basic design elements so they suits the audience and finalise the document
o Obtain approval to develop content and social media posts
Note: you may be able to select your suitable colleagues (e.g. workplace or another student) or ask your
trainer or assessor to assist you with selecting someone.
Insert the feedback from the owner and any adjustments here
Obtain approval to develop content and social media posts
From: sunrisemanager@gmail.com, CEO sunrise café.
To: teamSunrise@gmail.com
Date: 09/11/2023
Good afternoon Sunrise team,

Our team has worked hard to visualize and improve the market and future projection of the ideal company
for your Sunrise café business. We would like to request your approval for our project proposal so that we
can continue to innovate and collect the information properly and be able to use it for the social media
resources and posts of the company.
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Over the past two weeks, we've spent a great deal of time researching the myriad ways to approach this
project and identifying the ideal solution. Therefore, the best format is a report in which all the information
collected is stipulated and analyzed. So, we've come up with a really exciting project and we hope you'll
share our excitement as we look forward.
Below is a brief summary of our proposal social media, including scope, social media metrics. Project
report (INFORMATION DATA) These are some aspects of the proposal that we are most excited to
achieve. We hope that these highlights will accurately demonstrate the objective and vision of our project
Please let us know if there is any other information you need regarding our proposal to help you make a
decision and we look forward to an approved decision that is favourable to Sunrise café.
Thanks in Advance
Best regrad
JIRAPA MUENCHOM
b. Develop content for social media and monitor social media use and complete the following activities:
 Review purpose, audience, requirements of the organisation
 Review Style Guide and all guidelines
 Create social media pages of the organisation on three (3) different platforms
 Share the pages in the public domain
 Create posts to share on social media platforms
 Share regularly posts for 2 weeks
 Monitor posting of social media content and ensure alignment with social media strategy, policies ,
and procedures.
 Monitor social media issues and crisis management practices and processes, and act to ensure any
impacts and occurrences are minimised and occurred in the future.
 Track social media engagement, activity, and reach and evaluate likes, comments, shares, and
clicks for your posts.
c. Submit the following evidence as evidence of your work

 Social media pages were created on three (3) different platforms.
 Screenshot of pages shared on public domains.
 Screenshot of each post created one month.
 Screenshot of each post after one week of posting. The screenshot must include likes, comments,
shares, and clicks on social media posts.
 Screenshot of social media issues that took place.
Platform 1 Evidence of your work - screenshots. If you choose to save individual snapshots and
upload these in Teams with your assessment, ensure to name each uploaded item with
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Name of platform the assessment task number and name of the task in this space.
Platform 2
Facebook
https://web.facebook.com/SunriseCafe.NSW?_rdc=2&_rdr
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Platform 3
Instagram
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d. Complete the following table and ensure your address: (Guide: 200+ words)
 Social media issues that occurred during the implementation of the social media strategy
 Crisis management steps implemented
 Actions taken to ensure impacts are minimised, and occurrence of future issues or crisis are
minimised.
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 How did you ensure that the social media content posted on the social media pages align with
social media strategy, policies and procedures?
MONITOR SOCIAL MEDIA USE
Social media issues that occurred  Too much content

during the implementation of the
social media strategy  Jealousy and constant competition.
 Cancel culture.
 Not enough fact-checking.
 Diagnosis without experience.
Cyberbullying
On the internet, people can say whatever they want and get away with it.
This has resulted in cyberbullying, in which people use electronic
communication to send intimidating or threatening messages.
Cyberbullying is a serious issue that can cause a great deal of stress in the
victim, leading to a decline in mental health. There have also been cases
where cyberbullying has resulted in suicide and death.
Distraction and Productivity Drop
Many studies have found that the more time people spend on social media,
the less time they have to focus on their work. It reduces productivity and
increases procrastination.
Furthermore, if your most productive hours are spent on social media, you
will use
Crisis management steps implemented 5 Steps to Manage Social Media During a Crisis
1. Create a Social Media Crisis Policy.
2. Pause All Campaigns and Scheduled Posts.
3. Assess the Impact (aka read the room)
4. Formulate a Timely Response.
5. Create Actionable Steps to Address the Problem.
Actions are taken to ensure impacts are In the light of Security and Crisis Management, it is recommended to
minimised, and occurrence of future establish security and safety partnerships with other operators. This should
issues or crises are minimised. especially be done if they are operating within the same system (e.g.
different operators in one city), using the same infrastructure (stations,
tracks) or addressing the same authorities. The cooperation should include:
 A high-level cooperation/agreement to cooperate.
 Exchange of information on threats, etc.
 Development of joint emergency plans (where joint infrastructures,
resources, stakeholders are affected).
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 Joint exercises. The cooperation could include

 Mutual support in crisis or emergency situations (e.g. By providing
transport for security personnel, equipment)
How did you ensure that the social  Examine the date: What should I post? Examine the calendar! It
media content posted on the social hosts a variety of holidays, awareness weeks, and events every
media pages aligns with social media month, if not every day or week. Find the ones that are relevant to
strategy, policies, and procedures? your company and figure out how to connect with your audience on
those occasions. It is not only timely, but also one-of-a-kind.
 Crowdsource: Your social networks are a goldmine of content
opportunities, so use them when you need a break. Request photo
entries for a contest or retweet your responses to a poll.
 Quotations and Questions: Questions and quotations are always good
for shareability and engagement.
e. Review social media performance.

 Analyse captured data (likes, comments, shares, and clicks on social media posts) to determine
social media engagement, activity, and reach and document the information.
 Assess the success of social media use by comparing it to the social media strategy and using
performance indicators (developed in Activity 2.3).
o Evaluate the actual outcomes of the social media activities against the social media strategy
and performance indicators.
o Determine two (2) opportunities for future improvement based on the analysis conducted.
 Document the outcomes of the assessment of the success of social media use and the two (2)
opportunities for future improvement below.
EVALUATION OF SOCIAL MEDIA PERFORMANCE
Outcomes of the assessment of the In general, some outcomes of social media for the company were:
success of social media use
 Improve knowledge retention and comprehension.
 Motivate students and increase class participation.
 Create community by connecting students to one another and to the
global community.
 Learn how to be an effective member of an online community.
Two (2) opportunities for future  Directly target customers with marketing campaigns.
improvement
 Promote new products or services. Build brand awareness.
 Personally, interact with existing and potential customers.
 Referrals from your social media activity to sales.
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f. Modify strategy and plans accordingly. (Guide: copy and paste improved versions)
 Evaluate all outcomes above and
 Modify the social media strategy and action plans prepared in Activity 2.3 based on the
opportunities for future improvement identified.
 Save the revised social media strategy and action plans as version 2 and upload them into your
portal or copy the updated documents in the space below.
Copy and paste revised documents in this space.

New version
An effective result was generated in innovating with social networks and in this way to obtain followers and
monitor the visit of the followers every time an update was made, the company used creative ways to
increase the commitment of the community in social networks. this was a positive result.
On the other hand, using consecutive images and in the form of a story was positive for young people
between the ages of 10 and 60.
 Use images: tell a story.
 Share success stories from your customers.
 Use your Like and Share features to answer a question.
On the other hand, a result that I need to change and it was negative was this one in which it is intended to
show the client with data.
 Show all aspects of your company.
 Ask your audience for help.
In this case, the client does not know how to analyze the statistical data, formulas or graphs of the company.
They are not very useful data for the client. therefore, it was best to remove this post.
ASSESSMENT TASK 2: REVIEW KNOWLEDGE QUESTIONS

Assessment task instructions:
This is the second assessment task consisting 12 written questions. You must complete both parts successfully to gain a
“Satisfactory” outcome.
Purpose of the assessment task:
The purpose of the assessment task is to assess your knowledge in the following:
 Key legal and ethical considerations as relevant to social media use
 Trends in social media use and role and social media platforms
 Key contents of organisational social media policies and procedures
 Techniques for achieving the following through social media use
 Role and benefits of user-generated content and role and key inclusions of a social media strategy
 Tools and methods for tracking social media activity and types of social media issues and crisis
 Organisational style / house guide, formatting and impact on red-ability and cohesion and appearance, categorising and
sequencing, communication rules for written English, key word processing features
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 Organisational policies and procedures relating to marketing and written communication, including purpose of the
document grammar, spelling a style accuracy checks and basic design elements
Assessment conditions and resources:
Assessment will be conducted in a safe simulated environment where you will have access to documentation, information and
office resources to complete all questions and organisational style.
Questions:
2.1. Research and explain the following key legal and ethical considerations as relevant to social media use.
(Guide: 30+ words for each)
a) Australian consumer law.
b) Copyright.
c) Privacy.
d) Social media codes of practice.
e) Data and personal security
2.2. Research and discuss the following trends in social media use and role in the following: (Guide: 40+ words for
each)
a) Consumer engagement and feedback.
b) Generating sales.
c) Promotions and marketing.
2.3. Research and explain the following regarding social media platforms: (Guide: 100+ words)
a) key features
b) benefits
c) limitations
d) functionality
e) target audience and key users
f) terms of use
2.4. Explain the following key contents of organisational social media policies and procedures: (Guide: 40+ words
each)
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a) privacy and security

b) appropriate use of social media
c) appropriate content use and posting
d) complaints handling and crisis management
e) meeting legal and ethical responsibilities
2.5. Explain the techniques for achieving the following through social media use: (Guide: 40+ words each)
a) customer engagement
b) brand awareness
c) brand advocacy
d) increased sales
e) improved reach
2.6. Research benefits of user generated content and address the following points: (Guide: 40+ words for each)
a) Mention three (3) benefits of user-generated content (UGC)?
b) Discuss the role of user-generated content.
2.7. Explain the following role and key inclusions of social media strategy in 30+ words each.
a) Calendar of activities.
b) Resourcing requirements
c) Content strategy
d) Engagement strategy
e) Activity and engagement tracking
f) Key performance indicators and evaluation criteria
g) Action plan
2.8. Research and address the following points: (Guide: 80+ words)
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a) What is social media monitoring?

b) What are social media analytics?
c) Explain the following tools and methods for monitoring for tracking social media activity.
 Hootsuite
 Sprout Social
 Agora Pulse
2.9. Research social medial crisis and impacts and address the following points: (Guide: 40+ words each)
a) Discuss any three (3) different types of social media crisis and their potential impacts.
b) Explain three (3) crisis management strategies.
2.10. Research each heading in the table below and explain each heading to demonstrate your understanding of each.
(Guide: 150+ words)
Heading What? Why?
What is organisational or
house Style Guide and
why would an organisation
have a Style guide?
What is formatting and why

would formatting have an
impact on the readability,
cohesion, and appearance of a
document?
What is categorising and

logical sequencing when
developing a marketing report
or a business plan.
Why would you separate an
organisational report?
List 5 different written

communication methods
which can be used at work?
And explain why each would
be chosen.
List 5 organisational policies
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and procedures and or

guidelines that you would
need to be reviewed when
developing important written
communication for
organisational purposes and
explain why for each.
What is the process for

checking:
 Sustainability of
document
 Grammar and spelling
 Style and accuracy and
punctuation
 Relevance to the audience
… and why are these needed?
2.11. Review etiquette and rules and conversion for written English and provide 3 (three) do and don’ts when using
written English. (Guide: 25+ words)
Do’s Don’ts
2.12. Open word processing software and list and briefly explain how to use15 features and key text elements
including basic document design, which you can use to develop complex texts and documents. (Guide: 50+
words)
Features How are these used, why and when?
Page 27 of 27

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Student Assessment

Qualification details: BBS40820 - Certificate IV in Marketing and Communication

SBTA course reference: MCC4-20_4.2 Social Media Strategy

Units of competency: SIRXMKT006 - Develop a social media strategy

Student’s ID: JIRAPA MUENCHOM_51640

ASSESSMENT TASK 1: PROJECT AND PRACTICAL ACTIVITIES

SBTA course reference: MCC4-20_4.2 Social Media Strategy

Units of competency: SIRXMKT006 - Develop a social media strategy

Student’s ID: JIRAPA MUENCHOM_51640

Read the case study and complete all activities below.

Case study: Sunrise Cafe

SBTA course reference: MCC4-20_4.2 Social Media Strategy

Units of competency: SIRXMKT006 - Develop a social media strategy

Student’s ID: JIRAPA MUENCHOM_51640

Strengths Weaknesses Opportunities Threats

SBTA course reference: MCC4-20_4.2 Social Media Strategy

Units of competency: SIRXMKT006 - Develop a social media strategy

Student’s ID: JIRAPA MUENCHOM_51640

SBTA course reference: MCC4-20_4.2 Social Media Strategy

Units of competency: SIRXMKT006 - Develop a social media strategy

Student’s ID: JIRAPA MUENCHOM_51640

 Determine priorities for each S.M.A.R.T. goal.

SBTA course reference: MCC4-20_4.2 Social Media Strategy

Units of competency: SIRXMKT006 - Develop a social media strategy

Student’s ID: JIRAPA MUENCHOM_51640

o Four SMART goals

Document version: Version 1 Completed: 09/11/2023

SBTA course reference: MCC4-20_4.2 Social Media Strategy

Units of competency: SIRXMKT006 - Develop a social media strategy

Student’s ID: JIRAPA MUENCHOM_51640

SBTA course reference: MCC4-20_4.2 Social Media Strategy

Units of competency: SIRXMKT006 - Develop a social media strategy

Student’s ID: JIRAPA MUENCHOM_51640

SBTA course reference: MCC4-20_4.2 Social Media Strategy

Units of competency: SIRXMKT006 - Develop a social media strategy

Student’s ID: JIRAPA MUENCHOM_51640

 appropriate content use and posting

ORGANISATIONAL POLICIES AND PROCEDURES FOR SOCIAL MEDIA USE

SBTA course reference: MCC4-20_4.2 Social Media Strategy

Units of competency: SIRXMKT006 - Develop a social media strategy

Student’s ID: JIRAPA MUENCHOM_51640

SBTA course reference: MCC4-20_4.2 Social Media Strategy

Units of competency: SIRXMKT006 - Develop a social media strategy

Student’s ID: JIRAPA MUENCHOM_51640

SBTA course reference: MCC4-20_4.2 Social Media Strategy

Units of competency: SIRXMKT006 - Develop a social media strategy

Student’s ID: JIRAPA MUENCHOM_51640

SOCIAL MEDIA STRATEGY

Version Version 1 Dated: 09/11/2023

SBTA course reference: MCC4-20_4.2 Social Media Strategy

Units of competency: SIRXMKT006 - Develop a social media strategy

Student’s ID: JIRAPA MUENCHOM_51640

 Show every side of your business.

SBTA course reference: MCC4-20_4.2 Social Media Strategy

Units of competency: SIRXMKT006 - Develop a social media strategy

Student’s ID: JIRAPA MUENCHOM_51640

A multi-channel digital engagement strategy increases customer loyalty and

Key actions Key responsibilities Resourcing Timeframes

Calendar of activities Timeline during 9 months

Activity and engagement

Promotional campaigns and activity

Marketing plan completion June JIRAPA

Weekly magazine Thursdays weekly; JIRAPA