SIRXOSM007 - Manage risk to organisational reputation in an online setting

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Unit code: SIRXOSM007 | Study level: TAFE
Credit points
N/A
Location
Footscray Nicholson
Prerequisites
N/A
Overview
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Overview

This unit describes the performance outcomes, skills and knowledge required to develop and implement processes for managing risks to an organisation’s reputation associated with social media and online engagement, including the impacts of online negative commentary, complaints and criticism.
It requires the ability to develop a social media crisis management plan and other processes to monitor and respond to issues and incidents.
It applies to individuals who work at a senior level who operate independently, can have responsibility for others and are responsible for making a range of operational and strategic decisions.This unit applies to self-employed individuals, and owners and employees of any type of micro, small, medium or large organisation that utilises social media and online tools for customer engagement including commercial, not-for-profit and government organisations.

Assessment

For Melbourne campuses

Assessment tasks will be designed to reinforce & extend knowledge and skill competence within set & controlled parameters in accordance with each units learning outcomes & performance criteria requirements, including the setting of work based practical application tasks designed to provide evidence of competence outcomes, within periodic and scheduled timelines.

Students will be expected to demonstrate the following required skills:

  • for a particular organisation, identify significant risks to reputation and develop one social media and online crisis management plan to deal with potential damaging issues and incidents
  • develop and communicate written policies and procedures covering all of the following issues:
  • schedule for monitoring social media and online, and external review pages
  • schedule for analysing and assessing online performance data
  • designated response times for customer compliments, complaints, negative commentary and bad reviews
  • standard responses that can be used for common circumstances, including holding responses
  • guidelines on the use of appropriate language for responding to positive and negative comments
  • issues that should be escalated and referred to managers
  • guidelines for removing comments, and reporting, blocking and banning users
  • respond to customer communications covering:
  • two escalated complaints, giving consideration to previous organisational communications, and take measures to resolve
  • two bad reviews
  • implement crisis management processes in response to one crisis, including allocation of responsibilities to personnel.

Students will also be expected to demonstrate the following knowledge:

  • common risks to an organisation’s reputation in an online setting:
  • customer complaints in a public setting
  • bad reviews
  • untrue or highly exaggerated comments about a customer and organisation interaction
  • criticism of organisation’s brand, values, products or services
  • commentary by others not involved but supporting complainants or showing bias
  • comments that accuse organisation of illegal acts
  • online personal communications of others associated with the organisation that are incompatible with organisation’s brand values and image including: - staff, contractors, suppliers, sponsors, donors etc.
  • overt or implied criticism of the organisation by current or past personnel
  • online attacks by activists deliberately targeting the organisation
  • common security risks:
  • hacking of accounts
  • spam messages and content with dangerous links
  • threats to property, personnel and others associated with the organisation
  • specific to the particular industry, types of reputational and security risks
  • common formats and inclusions of policies and procedures
  • for crisis management:
  • difference between a problem and a crisis and common crisis scenarios
  • format and common inclusions of social media crisis management plans
  • typical actions taken by organisations during a crisis response
  • roles typically allocated to personnel at different levels of seniority and to external providers
  • analytics functions provided by social media and review platforms that can assist in identifying and managing risk to organisational reputation
  • monitoring and alert functions provided by social media and review platforms and how these operate
  • reasons to consistently monitor social media and review sites and common schedules
  • types of monitoring services offered by external providers and benefits of engaging
  • the importance of timely responses for:
  • managing complaints and negative reviews
  • answering enquiries to avoid complaints
  • compliments to ensure customer feels valued, not ignored and how responses can add value to reputation
  • types of standard responses that can be provided and the role of a holding response
  • organisational chain of command for responding to and managing:
  • compliments
  • complaints and criticism
  • crises
  • reasons for and advantages of resolving complaints off line
  • functions provided by social media and review platforms to manage persistent and damaging interactions, how these operate and factors to consider before implementing:
  • removal of comments
  • reporting
  • blocking and banning users
  • signs, stages and levels of conflict, and techniques used to resolve at various stages of escalation
  • principles of positive and professional online communications that minimise risk to organisational reputation
  • types of positive language and approaches that can be used when dealing with negativity, complaints and conflicts.

Required reading

The qualified trainer and assessor will provide teaching and learning materials as required in the form of workbooks produced by the VU Polytechnic and/or via the VU Polytechnic e-learning system.

As part of a course

This unit is studied as part of the following course(s):

Advanced Diploma of Hospitality Management
SIT60322 | Advanced diploma | Duration:
Diploma of Hospitality Management
SIT50422 | Diploma | Duration:
Diploma of Travel and Tourism Management
SIT50122 | Diploma | Duration:

Refer to the course page for information on how to apply for the course. VU takes care to ensure the accuracy of this unit information, but reserves the right to change or withdraw courses offered at any time. Please check that unit information is current with the Student Contact Centre.

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