This unit describes the performance outcomes, skills and knowledge required to establish a social media presence in a business. It requires an understanding of the use of social media tools and platforms to enhance customer engagement and market a business. The unit is relevant to businesses operating in many industry contexts, including the tourism, travel, hospitality, events and other service industry sectors. It applies to individuals using social media for business at an operational level under limited supervision.

Unit details

Study level:
Vocational and further education (TAFE)
Unit code:


Assessment tasks will be designed to reinforce and extend knowledge and skill competence within set and controlled parameters in accordance with each competency unit's learning outcomes and performance criteria requirements, including the setting of project and 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: - identify at least six content items suitable for use on a social media platform, demonstrating use of both internal content development and external content sourcing; - use social media tools on at least five occasions to engage with different customers by: - asking questions to determine customer needs; - responding to questions and complaints within timelines and according to organisational policy and procedures; - referring customers to relevant information as needed; - responding to customer reviews and other user-generated content; - communicating effectively in writing to a variety of audiences; - respond to customers from each of the following different social media customer responder categories, through at least two different social media platforms; - market and promote a business using social media tools over a period of one month by: - managing a business account on at least one social media platform; - following monthly content calendar to pre-plan a variety of content; - curating content appropriate to business needs, and; - monitoring and reporting on organisational measurement metrics according to social media plan.Students will also be expected to demonstrate the following knowledge: - key elements of an organisational social media plan; - organisational policy and procedures for social media use; - types of social media platform, tools and their operation; - rules and regulations and terms of use of specific social media platforms; - legal and ethical practices for use of social media; - categories of social media responders specified in the performance evidence and how to effectively engage with them; - types of crisis issues or conflicts that can arise on social media locally, nationally and internationally; - crisis management processes and chain of command; - current tools that facilitate social listening/monitoring; - current tools for social media scheduling; - value of building a community of advocates on a social media platform; - importance of consumer reviews and user-generated content; - what makes good content for a social media community; - sources of information for social media content; - how to and where to source photo content from the internet; -importance of tone in online communication; - customer behaviour in relation to social media use, and; - characteristics of a well written blog.

Where to next?

As part of a course

This unit is studied as part of the following courses. Refer to the course page for information on how to apply for the course.

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