Student Assessment

Qualification details: BBS40820 - Certificate IV in Marketing and Communication

SBTA course reference: MCC4-20_4.2 Social Media Strategy
SIRXMKT006 - Develop a social media strategy
Units of competency:
BSBWRT411 - Write complex documents
Student’s ID: 51511 Wimada Mueangwan
Assessor’s name: Shafiqul

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
[email protected]
 Your assessor will complete an Assessor Observation Checklist (AOC) for this task.

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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
SIRXMKT006 - Develop a social media strategy
Units of competency:
BSBWRT411 - Write complex documents
Student’s ID: 51511 Wimada Mueangwan
Assessor’s name: Shafiqul

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.
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

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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
SIRXMKT006 - Develop a social media strategy
Units of competency:
BSBWRT411 - Write complex documents
Student’s ID: 51511 Wimada Mueangwan
Assessor’s name: Shafiqul

‘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 business Increasing demand for new Two well-known competitors
breakfast expert food/dishes (Food to Go, Dessert in the city)

The only cafe to offer No customer retention program Can offer dine-in and delivery Economic downturn
continental breakfast food 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
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.

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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
SIRXMKT006 - Develop a social media strategy
Units of competency:
BSBWRT411 - Write complex documents
Student’s ID: 51511 Wimada Mueangwan
Assessor’s name: Shafiqul

 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
 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.
 Further, document the following using Template 1.
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.
 Further, document the following using Template 1.
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.

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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
SIRXMKT006 - Develop a social media strategy
Units of competency:
BSBWRT411 - Write complex documents
Student’s ID: 51511 Wimada Mueangwan
Assessor’s name: Shafiqul

 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
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
oTwo (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: 13/11/2023

Four (4) S.M.A.R.T. goals and 1. Establish good will within our target market so that at least seven
priorities of ten people within area (500 metres) rate our company as

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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
SIRXMKT006 - Develop a social media strategy
Units of competency:
BSBWRT411 - Write complex documents
Student’s ID: 51511 Wimada Mueangwan
Assessor’s name: Shafiqul

socially and environmentally responsible.

2. Increase brand recognition so that at least eight in ten people
within area (500 metres) recognise our brand in surveys
conducted by Sunrise café and Action Marketing.
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 All potentional customers are included but the target market has been
divided into three target markets or segments
Social media use of the target
market  Individual sit-down
Behaviours and preferred social  Individual takeaway
media platforms.
 Groups (organisations and business catering).

Three (3) emerging trends in 1. Instagram Stories for Strategic Marketing. (Use Instagram App
social media platforms to
2. Podcasts Taking the World by Storm ( Explain the products, useful
promote the products/items to
techniques)
the target customers
3. Video Reigns Supreme.
How can the organisation make
use of the emerging trends?

Three (3) Key features Benefits Limitations Functionality Target Terms of

social audience use
media and key
platforms users

Instagram  Instagram TV –  Online The Website Excellent High All users N/A
IGTV. Presence 24/7. Doesn't Quite
Look “Right”
 Geo- Tagged  Having a Ease-of- Use.
Content. website means Cookie- Cutter
customers are Template
 Instagram Hashtag. always able to Selection.
 Instagram Stories. find you –
anytime,
 Image & Video anywhere
Editing.

Facebook  The posts are useful  Ease of Limited Excellent High All users N/A
to activities connection. ECommerce
promotion. Functionality.
 Business
 Call to Actions. advantage
 Contact Information  Simple
advertising.
 Staff Photos and
Biographies  Relevant
content.
 Mobile Friendly or
Responsive Design.  Credibility

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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
SIRXMKT006 - Develop a social media strategy
Units of competency:
BSBWRT411 - Write complex documents
Student’s ID: 51511 Wimada Mueangwan
Assessor’s name: Shafiqul

 It Cuts Costs.
Market
Expansion.

Twitter  Is way to express  Consumer Missing Key Medium All users N/A
Opinions, ideas. Insights. Search Engine
Optimizati on
 Is a tool to confirm  Advertising. (SEO) Elements.
changes or business
decisions.  Competitors
Online
 Clear Description of
Your Business.  Information
Exchange.

Two (2) opportunities for social 1. Social media integration through access to information on
media integration with existing products, services, promotions, discounts, company practices and
systems and procedures policies: Information is readily available to potential customers
through internet sources such as websites and social media
Roadmap to perform social
(Instagram, twitter, Facebook, emails)
media integration with existing
systems and procedures 2. Some users have distrust with more traditional, wide-casting
media 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 1. The Sunrise Café will need to effectively differentiate itself from
increase business exposure the competition, or, if directly comparable, offer better value.
through social media activity
2. It is necessary that promotional activity must highlight our value
considering the target market
proposition and be distributed in a way that appeals to our target
Explanation of each opportunity market while also emphasizing our stated commitment to social
and how it will help the and environmental responsibility.
organisation to increase its
business exposure.

Two (2) opportunities for 1. Social media in marketing is related to online presence, online
increasing brand awareness and 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
How each opportunity identified
potential customers to receive loyalty rewards. As marketing
will help the organisation to
research indicates, consumers targeted through online social
increase brand awareness and
media are more likely to identify products and services with
build an online community?
positive qualities they attribute to electronic social media such as
trustworthiness, personalisation, responsiveness, immediacy, and
‘coolness’.

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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
SIRXMKT006 - Develop a social media strategy
Units of competency:
BSBWRT411 - Write complex documents
Student’s ID: 51511 Wimada Mueangwan
Assessor’s name: Shafiqul

2. Consumer groups are targets in ways 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
 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
Document version: Version 1 Completed: 13/11/2023
Scope of the policies and The same principles and guidelines found in [Employer] policies, as well as
procedures three 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.

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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
SIRXMKT006 - Develop a social media strategy
Units of competency:
BSBWRT411 - Write complex documents
Student’s ID: 51511 Wimada Mueangwan
Assessor’s name: Shafiqul

Organisational policies and procedures for Facebook

Business accounts must follow all community standards s. 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.
 Fake or impostor profiles.
 sexually suggestive content.
 Hate speech, credible threats or direct attacks on an individual or group.
 Content that contains self-harm or excessive violence.
 Spam.
Organisational policies and procedures for Instagram:
 Beware of Spreading Misinformation.
 Only Use a Trusted Third-Party Posting App.
 Don't Use Banned Hashtags.
 Don't Behave Like a Bot.
 Don't Break Instagram Content Rules.
 Understand Instagram's Forbidden Content.
 Know Instagram's Advertising Rules.
Organisational policies and procedures for Twitter:
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  Financial disclosure laws. It is illegal to communicate or give a "tip" on
social media social, inside information to others so that they may buy or sell stocks or
including media securities. Such online conduct may also violate the Insider Trading
engagement Policy.
 It is not allowed to create a link from your blog, website or other social
networking site to a [Employer] website without identifying yourself as a
[Employer] associate.
3 Rules of Enagement
Disclose
Protect
Use Common Sense
Guidelines for content Post only appropriate and respectful content
use 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.
Precision and truth
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.

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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
SIRXMKT006 - Develop a social media strategy
Units of competency:
BSBWRT411 - Write complex documents
Student’s ID: 51511 Wimada Mueangwan
Assessor’s name: Shafiqul

Manners
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 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 Preparedness for Crisis
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
responsibilities team, 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.
Instagram Safety
 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.
Facebook Safety

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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
SIRXMKT006 - Develop a social media strategy
Units of competency:
BSBWRT411 - Write complex documents
Student’s ID: 51511 Wimada Mueangwan
Assessor’s name: Shafiqul

 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.
Twitter Safety
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.
Social Media Security Best Practices
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.

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.

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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
SIRXMKT006 - Develop a social media strategy
Units of competency:
BSBWRT411 - Write complex documents
Student’s ID: 51511 Wimada Mueangwan
Assessor’s name: Shafiqul

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

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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
SIRXMKT006 - Develop a social media strategy
Units of competency:
BSBWRT411 - Write complex documents
Student’s ID: 51511 Wimada Mueangwan
Assessor’s name: Shafiqul

SOCIAL MEDIA STRATEGY

Version 1 Dated: 13/11/2023

Some creative ways to increase community engagement on social media

 Use images - tell a story.
 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.
 Show every side of your business.
 Ask your audience for help.
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
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.
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

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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
SIRXMKT006 - Develop a social media strategy
Units of competency:
BSBWRT411 - Write complex documents
Student’s ID: 51511 Wimada Mueangwan
Assessor’s name: Shafiqul

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,

It is known that igital customer engagement strategy generates actionable insights that aid in the advancement
and improvement of the customer experience in a variety of ways.
Use of 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 responsibilities Resourcing Timeframes

requirements

 Follow policies and procedures. Online material Around 9 months. Every week.
Sponsors.
 Get the goals and objectives.
 Check the reports and reports
with the team work.

Timeline during 9 months

 Social media KPIs are the metrics used to determine if a business’s social media marketing strategy is
effective.
 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 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.

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.

Activities Timeline Responsible

Promotional campaigns and activity

Marketing plan completion June Wimada

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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
SIRXMKT006 - Develop a social media strategy
Units of competency:
BSBWRT411 - Write complex documents
Student’s ID: 51511 Wimada Mueangwan
Assessor’s name: Shafiqul

Weekly magazine Thursdays weekly; Wimada

advertising for following week

Monthly direct mail (DM) 1st Monday of each Wimada

month

DM campaign 1 1/7 Wimada

DM campaign 2 2/2 Wimada

Website maintenance Daily Wimada

Website content update in Daily Wimada

line with current
campaigns and offerings

Facebook campaign 1 1/7 Wimada

Facebook campaign 2 2/2 Wimada

Market/marketing research

Customer surveys and Quarterly Wimada

analysis

Yearly market research June of each year Action Marketing

update

Sales analysis Quarterly Action Marketing

o
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.

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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
SIRXMKT006 - Develop a social media strategy
Units of competency:
BSBWRT411 - Write complex documents
Student’s ID: 51511 Wimada Mueangwan
Assessor’s name: Shafiqul

 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, 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
From: [email protected]
To: [email protected]
13/22/23
Dear Manager,
We have developed organisational policies and procedures for the Sunrise social media campaign. For
Facebook, these include policies against fake or impostor profiles, sexually suggestive content,
hate speech, credible threats or direct attacks on an individual or group, content that contains
self-harm or excessive violence and spam.
For Instagram they include policies against spreading misinformation, only using a trusted third-party

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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
SIRXMKT006 - Develop a social media strategy
Units of competency:
BSBWRT411 - Write complex documents
Student’s ID: 51511 Wimada Mueangwan
Assessor’s name: Shafiqul

posting app, not using banned hash tags, not acting like a bot, not breaking Instagram content
rules, understanding Instagram’s forbidden content and know Instagram’s advertising rules.
For Twitter, they include 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.
Our social media action plan and strategy will incorporate elements such as using social media to share
success stories with customers; appealing to the emotions; adjusting our Instagram posting schedule as
we grow; modifying organic Instagram content to reflect audience shift; using Facebook’s audience
targeting facility to maximise our market calibration; using Twitter hashtags and trends; engaging with
our Twitter audience.
Please see attached the calendar for our campaign.

Best regards
Wimada Mueangwan

Marketing plan completion June

Weekly magazine Thursdays weekly;

advertising for following week

Monthly direct mail (DM) 1st Monday of each

month

DM campaign 1 1/7

DM campaign 2 2/2

Website maintenance Daily

Website content update in Daily

line with current
campaigns and offerings

Facebook campaign 1 1/7

Facebook campaign 2 2/2

Customer surveys and Quarterly

analysis

Yearly market research June of each year

update

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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
SIRXMKT006 - Develop a social media strategy
Units of competency:
BSBWRT411 - Write complex documents
Student’s ID: 51511 Wimada Mueangwan
Assessor’s name: Shafiqul

Sales analysis Quarterly

From: [email protected], CEO sunrise café.

To: [email protected]

Date: 13/11/2023
Dear Wimada

We are happy with your plan and progress so far

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.
Potential social media  Staying ahead of an unsavoury situation by continuously
issues and crisis monitoring and listening to social media channels using
management must be listening tools such as Hootsuite and HubSpot.
 Creating a social media policy that details the essential
dealt with by:
guidelines on the expected behaviour of employees.
 Securing all social media accounts limiting passwords,
preventing hackers, guarding company information.
 Being able to know and define a crisis. All controversial or

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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
SIRXMKT006 - Develop a social media strategy
Units of competency:
BSBWRT411 - Write complex documents
Student’s ID: 51511 Wimada Mueangwan
Assessor’s name: Shafiqul

questionable comments cannot be defined as a crisis.

 Take quick action to respond in a reasonable period to
prevent further damage from occurring.
 Preparing a flow chart and make it available to everyone.
 Identifying the magnitude of the situation.
 Creating a list of authorised personnel along with their
contact detail.
 Detailing the scope of responsibilities of the affected
department.
 Creating a communication plan for internal stakeholder.
 Defining the procedures for managing communications on
social medi.
 Makeing a list of possible responses to crises that are pre-
approved.
 Developing an appropriate social media response.
 The crisis management plan must include the procedures
that should be taken to respond appropriately to an issue or
crisis on social media.

Facebook

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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
SIRXMKT006 - Develop a social media strategy
Units of competency:
BSBWRT411 - Write complex documents
Student’s ID: 51511 Wimada Mueangwan
Assessor’s name: Shafiqul

Twitter

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Version 2_Dated: 22 April 2022
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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
SIRXMKT006 - Develop a social media strategy
Units of competency:
BSBWRT411 - Write complex documents
Student’s ID: 51511 Wimada Mueangwan
Assessor’s name: Shafiqul

Instagram

Results of Social Media A recognised industry-standard method of evaluating social media activity
Activity effectiveness is to add the number of likes, comments, shares and
saves across the relavent social media outlets used, divide the total
by the number of followers, then multiply by 100 to get an
engagement percentage.

AT this stage in the campaign we have a combined total of 2033 likes, 153
comments, 145 shares and 73 saves from a pool of 1345 followers.

This shows a high engagement level among followers – 178%.

However, what is needed is a larger number of followers to create greater

market penetration.

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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
SIRXMKT006 - Develop a social media strategy
Units of competency:
BSBWRT411 - Write complex documents
Student’s ID: 51511 Wimada Mueangwan
Assessor’s name: Shafiqul

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.
 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
Document version: Version 1 Completed:
Social media issues that  Too much content
occurred during the
implementation of the social  Jealousy and constant competition.
media strategy
 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 1. Create a Social Media Crisis Policy.
implemented
2. Pause All Campaigns and Scheduled Posts.
3. Assess the Impact (aka read the room)
4. Formulate a Timely Response.
Create Actionable Steps to Address the Problem.
Actions are taken to ensure In respect to Security and Crisis Management, it is recommended to
impacts are minimised, and establish security and safety partnerships with other operators. This should
occurrence of future issues or especially be done if they are operating within the same system (e.g.
crises are minimised. different operators in one city), using the same infrastructure (stations,
tracks) or addressing the same authorities. The cooperation should include:

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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
SIRXMKT006 - Develop a social media strategy
Units of competency:
BSBWRT411 - Write complex documents
Student’s ID: 51511 Wimada Mueangwan
Assessor’s name: Shafiqul

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).
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 Examine the date: What should I post? Examine the calendar! It hosts
social media content posted on a variety of holidays, awareness weeks, and events every month, if
the social media pages aligns not every day or week. Find the ones that are relevant to your
with social media strategy, company and figure out how to connect with your audience on those
policies, and procedures? 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.

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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
SIRXMKT006 - Develop a social media strategy
Units of competency:
BSBWRT411 - Write complex documents
Student’s ID: 51511 Wimada Mueangwan
Assessor’s name: Shafiqul

 Personally, interact with existing and potential customers.

Referrals from your social media activity to sales.
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.

Revised version
A more useful result was created by using 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.
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.

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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
SIRXMKT006 - Develop a social media strategy
Units of competency:
BSBWRT411 - Write complex documents
Student’s ID: 51511 Wimada Mueangwan
Assessor’s name: Shafiqul

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
 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
a) Australian Consumer Law: In Australia, social media use must comply with the Australian Consumer Law,
which protects consumers from unfair practices, false representations, and unsafe products or services.
This law applies to businesses and individuals using social media for commercial purposes, ensuring
that they do not engage in misleading or deceptive conduct, and that they provide accurate information
about their products or services.
b) Copyright: Social media users must respect copyright laws when sharing content. They should obtain
permission or ensure that they have the right to use and share copyrighted material. This includes
images, videos, and written content. Failure to respect copyright laws can lead to legal consequences.
c) Privacy: Social media users must adhere to privacy laws and ethical principles. They should respect
individuals' privacy rights, obtain consent when collecting personal data, and handle data in a secure
and responsible manner. Privacy breaches can lead to legal and ethical implications, including loss of
trust and security.
d) Social Media Codes of Practice: Various social media platforms have their own codes of practice that
users must follow. These codes outline acceptable behavior, content guidelines, and community
standards. Users should familiarize themselves with these codes and ensure compliance to avoid
account suspension or legal action.
e) Data and Personal Security: Social media users must prioritize data and personal
security. This includes protecting personal information, using secure passwords, and

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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
SIRXMKT006 - Develop a social media strategy
Units of competency:
BSBWRT411 - Write complex documents
Student’s ID: 51511 Wimada Mueangwan
Assessor’s name: Shafiqul

being cautious about sharing sensitive data. Ethical considerations include

respecting others' data and ensuring that data collection and usage are done
in a responsible and transparent manner.
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.
a) Consumer Engagement and Feedback: Social media trends indicate a growing emphasis on
authenticity and customer engagement. Short-form videos, micro-influencers, and social commerce
are key drivers of consumer engagement. Brands are leveraging these trends to interact with
consumers, gather feedback, and build relationships. Additionally, social media platforms are
evolving into customer service channels, allowing businesses to address consumer queries and
concerns, thereby enhancing engagement and feedback.
b) Generating Sales: Social media platforms are increasingly becoming popular shopping outlets, with
the rise of social commerce. Brands and marketers are leveraging features such as shoppable posts
and Instagram Storefronts to drive sales. The projection of global social commerce sales reaching $6
trillion by 2026 underscores the significance of social media in generating sales. Businesses are
aligning with this trend to acquire new customers and drive sales through innovative strategies.

c) Promotions and Marketing: The use of social media for promotions and marketing is evolving
with the dominance of short-form and bite-sized content. Brands are focusing on authenticity and
leveraging social commerce to promote products and services. Social media platforms are
continuously evolving to become retail platforms, providing opportunities for brands to incorporate
social commerce in their marketing strategies. This dynamic and competitive space requires
businesses to stay abreast of the latest developments to effectively promote their offerings.
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
Features
Social media platforms offer a range of features, including the ability to post photos, videos, and other
content, create organic content, engage with audiences, and access paid advertising services.
Benefits
These platforms enable businesses to reach large audiences, connect with valuable leads, and evaluate
marketing performance.
Limitations
However, they also have limitations, such as the potential for negative feedback and the need for active
management to maintain a positive brand image.

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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
SIRXMKT006 - Develop a social media strategy
Units of competency:
BSBWRT411 - Write complex documents
Student’s ID: 51511 Wimada Mueangwan
Assessor’s name: Shafiqul

Functionality
The functionality of social media platforms varies, with some focusing on traditional networking, image-
based content, short-form videos, and more.
Target audience & key users
They cater to diverse target audiences, from passive consumers to content creators, and offer business and
product marketing opportunities. The key users of social media platforms include individuals,
businesses, and organizations seeking to connect with customers, promote brands, and conduct market
research.
Terms of use
The terms of use for social media platforms outline the rules and guidelines for user behaviour, content
sharing, and data usage. These terms typically cover privacy policies, intellectual property rights, prohibited
content, and user responsibilities. Understanding and complying with these terms is crucial for businesses and
individuals to avoid account suspension or legal issues.
2.4. Explain the following key contents of organisational social media policies and procedures: (Guide: 40+
words each)
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
a) Privacy and Security: Organizational social media policies and procedures should address the protection of
sensitive information, both for the organization and its employees. This includes guidelines for
handling personal data, ensuring secure access to social media accounts, and safeguarding against
potential security breaches.
b) Appropriate Use of Social Media: Policies should outline the acceptable ways employees can engage with
social media, both personally and on behalf of the organization. This includes guidelines for
representing the brand, interacting with customers, and using social media for professional
networking.
c) Appropriate Content Use and Posting: The policy should define what type of content is suitable for sharing
on social media platforms, ensuring that it aligns with the organization's values and brand image. It
should also address the responsible use of copyrighted material and the avoidance of inappropriate or
offensive content.
d) Complaints Handling and Crisis Management: Procedures should be in place for addressing complaints
and managing crises that may arise from social media interactions. This includes guidelines for
responding to negative feedback, handling customer complaints, and managing potential PR crises.
e) Meeting Legal and Ethical Responsibilities: The policy should emphasize compliance with legal and
ethical standards, including privacy laws, copyright regulations, and ethical conduct on social media. It
should also address the representation of the organization and its values in a manner that aligns with legal and
ethical responsibilities. These elements are crucial for creating a comprehensive and effective social media
policy that protects the organization's interests and promotes responsible and ethical social media use by
employee
2.5. Explain the techniques for achieving the following through social media
use: (Guide: 40+ words each)
a) customer engagement

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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
SIRXMKT006 - Develop a social media strategy
Units of competency:
BSBWRT411 - Write complex documents
Student’s ID: 51511 Wimada Mueangwan
Assessor’s name: Shafiqul

b) brand awareness
c) brand advocacy
d) increased sales
e) improved reach
a) Customer Engagement: Techniques for achieving customer engagement through social media include
creating interactive content, responding to customer inquiries and feedback, hosting live Q&A
sessions, running polls and surveys, and leveraging user-generated content. These techniques foster
meaningful interactions, build relationships, and enhance brand loyalty.
b) Brand Awareness: Social media can be used to increase brand awareness through strategies such as
consistent and authentic storytelling, influencer partnerships, engaging visual content, and targeted
advertising. By leveraging these techniques, businesses can expand their reach, create a recognizable
brand identity, and increase visibility among their target audience.
c) Brand Advocacy: Encouraging brand advocacy on social media involves empowering satisfied customers
to share their positive experiences, creating shareable content, and fostering a sense of community
around the brand. User-generated content, loyalty programs, and advocacy campaigns can also be
effective in mobilizing brand advocates.
d) Increased Sales: Social media can drive increased sales through tactics such as shoppable posts, limited-
time offers, referral programs, and personalized product recommendations. By leveraging these techniques,
businesses can directly influence purchase decisions and drive conversions.
e) Improved Reach: Techniques for improving reach on social media include utilizing relevant hashtags,
collaborating with influencers, creating shareable content, and optimizing posting times. These strategies can
help businesses expand their audience and increase the visibility of their content.
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.
Benefits of User-Generated Content (UGC)
a) Three Benefits of User-Generated Content (UGC):
Credibility and Trust: UGC raises credibility levels and fosters trust as people find it easy to relate to others
similar to them. It provides social proof that influences the buyer's journey, as it is authentic and
more experience-driven than brand-pushed content.
Cost-Effective Content Creation: UGC saves time and financial resources by outsourcing content creation to
users. It provides a constant stream of diverse and creative content that increases web traffic, user
engagement, brand exposure, and conversion
Audience Insights and Engagement: UGC is a gold mine of data that helps in gaining audience insights,
understanding what engages the audience, and strengthening the customer/brand relationship. It
encourages engagement and helps grow the audience, improving SEO and lead generation.
b) Role of User-Generated Content:
User-generated content plays a pivotal role in influencing consumer confidence, building
brand credibility, and engaging the audience. It provides a unique opportunity for
customers to participate in a brand's growth, influencing brand loyalty and affinity.
UGC is authentic and more experience-driven than brand-pushed content, acting as a
modern form of word-of-mouth advertising. Brands can leverage UGC to humanize their

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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
SIRXMKT006 - Develop a social media strategy
Units of competency:
BSBWRT411 - Write complex documents
Student’s ID: 51511 Wimada Mueangwan
Assessor’s name: Shafiqul

brand, instil trust in consumers, and provide social proof that influences the buyer's
journey. By encouraging the creation and sharing of UGC, brands can benefit from
diverse and creative content that increases web traffic, user engagement, brand
exposure, and conversion.
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
a) Calendar of Activities:
A social media strategy should include a calendar of activities outlining the timing and frequency of content
posting, campaigns, and engagement initiatives. This calendar helps in maintaining a consistent and
organized approach to social media management, ensuring that content is aligned with business
objectives and audience preferences.
b) Resourcing Requirements:
The strategy should address the resourcing needs for social media activities, including human resources,
budget allocation, and tools or technologies required for effective implementation. This ensures that
the necessary resources are available to execute the social media strategy efficiently and achieve
desired outcomes.
c) Content Strategy:
A comprehensive content strategy should be a key inclusion, outlining the types of content to be created, the
messaging, tone, and style, as well as the distribution channels. It should also consider content
creation, curation, and distribution processes to ensure a consistent and engaging presence across
social media platforms.
d) Engagement Strategy:
The engagement strategy should detail how the organization plans to interact with its audience, including
responding to comments, messages, and mentions, as well as initiating conversations and fostering
community engagement. It should also encompass strategies for handling both positive and negative
interactions.
e) Activity and Engagement Tracking:
The strategy should include methods for tracking social media activities and engagement metrics. This
involves using analytics tools to monitor performance, measure the impact of social media efforts,
and make data-driven decisions to optimize future activities.
f) Key Performance Indicators and Evaluation Criteria:
Defining key performance indicators (KPIs) and evaluation criteria is crucial. This involves setting
measurable goals, such as engagement rates, reach, conversions, and sentiment analysis, and
establishing criteria for evaluating the success of the social media strategy
g) Action Plan: An action plan should outline the specific steps, responsibilities, and timelines for
implementing the social media strategy. It provides a roadmap for executing the strategy, ensuring that all

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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
SIRXMKT006 - Develop a social media strategy
Units of competency:
BSBWRT411 - Write complex documents
Student’s ID: 51511 Wimada Mueangwan
Assessor’s name: Shafiqul

stakeholders understand their roles and the sequence of activities required to achieve the defined objectives
2.8. Research and address the following points: (Guide: 80+ words)
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
a) Social Media Monitoring:
 Social media monitoring involves using tools and methods to track, filter, and analyze
conversations and activities across various social media platforms. It allows businesses to
monitor brand mentions, audience interactions, and industry trends, providing valuable
insights for informed decision-making. By tracking relevant keywords and searches,
organizations can gain a deeper understanding of consumer sentiment, industry
developments, and competitive landscape, enabling them to respond effectively and
proactively to online conversations

b) Social Media Analytics:


Social media analytics involves the measurement, analysis, and interpretation of social
media data to assess the performance and impact of social media activities. It encompasses
metrics such as engagement, reach, impressions, conversions, and sentiment analysis. By
leveraging social media analytics, organizations can evaluate the effectiveness of their
social media strategies, identify areas for improvement, and make data-driven decisions to
optimize their social media efforts
c) Tools and Methods for Monitoring and Tracking Social Media Activity:
 Hootsuite: Hootsuite is a comprehensive social media management platform that offers
monitoring and analytics capabilities. It allows users to track brand mentions, engage with
audiences, and measure social media performance through customizable dashboards and
reporting features
 Sprout Social: Sprout Social provides robust social media monitoring and listening tools,
enabling businesses to track important interactions, detect call-outs, and analyze social
analytics. It offers features for social listening, engagement tracking, and reporting to track
the progress of social presence
 Agora Pulse: Agora Pulse offers social media monitoring tools for tracking social media
profiles, mentions, and messages from a single platform. It provides features for monitoring
social media trends, keywords, and engagement metrics, allowing businesses to stay
informed and responsive to online conversations
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.
a) Different Types of Social Media Crisis and Their Potential Impacts:

Data Breach: A data breach can lead to compromised customer information, eroding trust, and

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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
SIRXMKT006 - Develop a social media strategy
Units of competency:
BSBWRT411 - Write complex documents
Student’s ID: 51511 Wimada Mueangwan
Assessor’s name: Shafiqul

damaging the brand's reputation. It may result in legal consequences, financial losses, and long-term
customer distrust.

Negative Publicity: Negative publicity, such as viral criticism or a social media faux pas, can rapidly
tarnish a brand's image, leading to a decline in customer trust, brand loyalty, and potential revenue
loss. It may also trigger widespread public backlash and damage the brand's reputation.
3
Product Recalls or Quality Issues: Product recalls or quality issues discussed on social media can result
in a loss of consumer confidence, decreased sales, and long-term damage to the brand's reputation. It
may also lead to legal and compliance challenges, impacting the brand's bottom line and market
position.
4
. (b) Crisis Management Strategies:
Preparation and Planning: Establish a crisis management team, develop a comprehensive plan, and
identify potential risks or threats through social media monitoring. Swiftly addressing issues can
mitigate their impact.
.
Communication and Transparency: Implement a crisis plan that involves releasing official statements,
providing updates, and responding to public concerns transparently. Effective communication can help
manage the crisis and rebuild trust.
2
Social Media Listening and Response: Actively monitor social media for early signs of a crisis, swiftly
identify potential risks, and respond to the crisis on social media platforms. Using social media as a crisis
management tool enables organizations to communicate with their audience, share accurate information, and
demonstrate transparency throughout the crisis.
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 A style guide, also known as a An organization would have a
house Style Guide and house style, is a set of standards style guide to ensure consistency
why would an organisation for the writing and design of
in written and visual
have a Style guide? documents within an
organization. It provides communication, maintain brand
uniformity in style and identity, and uphold professional
formatting within a document standards.
and across multiple documents.
It covers aspects such as word
choice, tone, grammar,
punctuation, formatting, and
specific writing and design
guidelines. A style guide is
essential for creating a cohesive
and professional image, ensuring
clarity and accuracy in

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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
SIRXMKT006 - Develop a social media strategy
Units of competency:
BSBWRT411 - Write complex documents
Student’s ID: 51511 Wimada Mueangwan
Assessor’s name: Shafiqul

communication, and establishing

a recognizable brand voice and
identity.
What is formatting and why Formatting refers to the Proper formatting, such as clear
would formatting have an arrangement and presentation of headings, lists, and appropriate
impact on the readability, text and visual elements in a
spacing, enhances readability,
cohesion, and appearance of a document. It impacts
document? readability, cohesion, and making the document easier to
appearance by organizing comprehend and remember. It
content in a visually appealing also contributes to the cohesion
and structured manner.
of the document by guiding the
reader through the content
logically.
What is categorising and Categorizing and logical Separating an organizational report is
logical sequencing when sequencing in developing a essential to maintain consistency,
developing a marketing report marketing report or business ensure clarity, and present
or a business plan. plan involves organizing information in a structured
Why would you separate an information into distinct manner, enhancing readability
organisational report? sections and arranging them in a and understanding for the
coherent order. This ensures that intended audience. Logical
the document flows logically, sequencing and categorization
making it easier for readers to also contribute to maintaining a
comprehend and follow the professional and cohesive
content. presentation, aligning with the
organization's communication
standards and objectives.
List 5 different written Five different written Emails: Chosen for their efficiency and
communication methods communication methods ability to convey detailed
which can be used at work? used at work include: information, share documents,
And explain why each would Emails and facilitate formal or informal
be chosen. communication.
Memos
Memos: Used for internal
Reports
communication, providing brief,
Letters direct, and formal messages to
Online messaging convey important information or
directives within the
organization.
Reports: Utilized for conveying detailed
information, analysis, and
recommendations, often used for
decision-making and sharing
insights within the organization.
Letters: Employed for formal external
communication, such as business
proposals, cover letters, or formal
correspondence with clients,

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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
SIRXMKT006 - Develop a social media strategy
Units of competency:
BSBWRT411 - Write complex documents
Student’s ID: 51511 Wimada Mueangwan
Assessor’s name: Shafiqul

partners, or stakeholders
Online Messaging: Used for quick,
informal communication within
the organization, facilitating real-
time collaboration and
coordination among team
members.

List 5 organisational policies When developing important Internal Communication Policy: This
and procedures and or written communication policy outlines guidelines for
guidelines that you would for organizational internal communication, ensuring
need to be reviewed when purposes, the following clarity, consistency, and
developing important written policies and procedures relevance in conveying messages
communication for need to be reviewed: to employees. Reviewing this
organisational purposes and Internal Communication Policy policy is crucial to align the
explain why for each. communication with
External Communication Policy
organizational goals and maintain
Employee Communication a cohesive internal
Policy communication strategy.
Staff Policies .
Policies and Procedures External Communication Policy: This
Communication policy provides guidance for
external communication,
ensuring that messages to the
public, customers, and
stakeholders are accurate,
consistent, and compliant with
regulations. Reviewing this
policy is essential to avoid
liability issues, protect the
organization's reputation, and
ensure effective external
communication.

Employee Communication Policy: This

policy shapes expectations and
provides guidelines for managing
the flow of communication
within the organization.
Reviewing this policy is
important to facilitate meaningful
communication, reduce conflicts,
and provide employees with clear
communication expectations.

Staff Policies: Reviewing staff policies

is essential to ensure that the

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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
SIRXMKT006 - Develop a social media strategy
Units of competency:
BSBWRT411 - Write complex documents
Student’s ID: 51511 Wimada Mueangwan
Assessor’s name: Shafiqul

written communication aligns

with the organization's
employment policies, including
guidelines for staff
communication, behavior, and
responsibilities. This review
ensures that the written
communication complies with
organizational values and culture.

Policies and Procedures

Communication: Reviewing
policies and procedures
communication guidelines is
crucial to ensure that changes in
policies and procedures are
effectively communicated to
employees. This review
facilitates informed decision-
making, compliance with new
policies, and understanding of the
rationale behind policy changes.
What is the process for The process for checking the . This is necessary to maintain a
checking: sustainability of a document professional and cohesive appearance,
 Sustainability of involves ensuring that it is making the document easier to
document consistent in terms of font type, understand and remember, ultimately
text font, spacing, headings, and enhancing its readability and
 Grammar and spelling captions. effectiveness.
 Style and accuracy and
punctuation
Grammar and spelling should be This is essential for maintaining the
 Relevance to the audience checked to ensure that the document's integrity and ensuring that
… and why are these needed? document is free from errors, the message is conveyed accurately.
ensuring that the content is
clear, professional, and credible.

Style, accuracy, and punctuation

This enhances the document's
should be reviewed to maintain
readability, cohesion, and
a professional and consistent
appearance, contributing to its
tone, ensuring that the document
overall impact and effectiveness.
adheres to the organization's
communication standards and
objectives.

Relevance to the audience

should be assessed to ensure
that the document meets the
This is crucial for engaging the
needs and expectations of the
audience, conveying the message

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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
SIRXMKT006 - Develop a social media strategy
Units of competency:
BSBWRT411 - Write complex documents
Student’s ID: 51511 Wimada Mueangwan
Assessor’s name: Shafiqul

intended audience. effectively, and achieving the

desired communication
outcomes.

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
Do's: Don'ts:
Be Clear and Concise: Use clear and concise Avoid Redundancy and Wordiness: Refrain from
language to convey your message effectively, using unnecessary words or being redundant,
ensuring that the content is easily as it can lead to confusion and dilute the
understandable and to the point. impact of the message.

Use Proper Grammar and Spelling: Ensure that your Avoid Informal Language in Formal
writing is free from grammatical errors and Communication: Steer clear of using overly
spelling mistakes to maintain professionalism casual or informal language in formal written
and credibility. communication, as it may undermine
professionalism and credibility.
Be Courteous and Polite: Maintain a courteous and
polite tone in your written communication, reflecting Refrain from Using Inappropriate Language or Tone:
respect and professionalism in your interactions. Avoid using profanity, offensive language, or an
inappropriate tone, as it can damage relationships
and tarnish the organization's image.

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?
When using word processing Document Creation: Start the word processing software, open a new blank
software to develop document, and type the text. This feature allows the creation of a
complex texts and new document to begin the writing process
documents, the
following features and
Editing and Formatting: Use the software to edit and format the text,
key text elements can
including functions such as cut, copy, paste, and formatting options
be utilized:
like font styles, sizes, and colors to enhance the visual appeal of the
document

Spelling and Grammar Check: Utilize the built-in spelling and grammar
check feature to identify and correct spelling errors and grammatical
mistakes, ensuring the accuracy and professionalism of the
document

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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
SIRXMKT006 - Develop a social media strategy
Units of competency:
BSBWRT411 - Write complex documents
Student’s ID: 51511 Wimada Mueangwan
Assessor’s name: Shafiqul

Page Setup and Printing: Access page setup options to define parameters for
how the printed page will appear and use the print preview function
to review the document before printing

Text Box and Symbols: Incorporate text boxes and symbols to enhance the
visual presentation and convey complex information effectively

Equation Editor: Use the equation editor to insert mathematical equations

and scientific formulas into the document, catering to specialized
content requirements

Date and Time Insertion: Insert the current date and time into the document
to provide context and relevance to the content

Font Specifications: Utilize font specifications to customize the appearance

of the text, including font type, size, and style to enhance readability
and visual appeal

Paragraph Spacing: Adjust paragraph spacing to improve the document's

readability and visual structure, ensuring a well-organized layout

Text Manipulation: Utilize text manipulation features to efficiently edit and

move text within the document, ensuring a coherent and well-
structured narrative

Table Manipulation: Incorporate tables to organize and present data in a

structured and visually appealing manner, facilitating the effective
communication of complex information

Thesaurus and Synonyms: Access the thesaurus to find synonyms and

enhance the variety and richness of the language used in the
document

Document Formatting: Utilize formatting options to adjust colors, fonts,

and effects to create a visually appealing and professional document
design

Document Review: Use the review feature to check for spelling and
grammar errors, ensuring the accuracy and professionalism of the
document

Cloud-Based Collaboration: Utilize cloud-based word processing tools to

facilitate online collaboration and sharing of documents, enabling

MCC4--20_4.2_SIRXMKT006_BSBWRT411_Assessment Tasks
Version 2_Dated: 22 April 2022
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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
SIRXMKT006 - Develop a social media strategy
Units of competency:
BSBWRT411 - Write complex documents
Student’s ID: 51511 Wimada Mueangwan
Assessor’s name: Shafiqul

real-time collaboration and version control

These features and key text elements are essential for developing complex
texts and documents, as they enable efficient content creation, editing,
formatting, and collaboration, ultimately contributing to the creation of
professional and visually appealing documents that effectively convey
complex information.

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