BSBMKG546 Student Assessment Tasks

BSBMKG546 Develop social media engagement plans
STUDENT
ASSESSMENT
TASKS
BSBMKG546
DEVELOP SOCIAL MEDIA
ENGAGEMENT PLANS
Cass Training Pty Ltd t/a Cass Training International College RTO No. 90309 CRICOS Provider No. 00956C Page | 1
© RTO Works 2021 Assessment Booklet V 22 Jul 2022
First published 2021
Version 1.0
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© RTO Works 2021 Assessment Booklet V 22 Jan 2024
Contents
Introduction 4
Assessment Task 1: Knowledge questions 5
Assessment Task 1: Checklist 9
Assessment Task 2: Project 10
Assessment Task 2: Checklist 18
Final results record 21
Introduction
The assessment tasks for BSBMKG546 Develop social media engagement plans are outlined in
the assessment plan below. These tasks have been designed to help you demonstrate the skills
and knowledge that you have learnt during your course.
Please ensure that you read the instructions provided with these tasks carefully. You should also
follow the advice provided in the Business Works Student User Guide. The Student User Guide
provides important information for you relating to completing assessment successfully.
Assessment for this unit

BSBMKG546 Develop social media engagement plansdescribes the skills and knowledge required
effectively develop social media engagement plans with a preferred target audience.
For you to be assessed as competent, you must successfully complete two assessment tasks:
 Assessment Task 1: Knowledge questions – You must answer all questions correctly.
 Assessment Task 2: Project – You must work through a range of activities and complete a
project portfolio.
Student assessment agreement
Student assessment agreement

Make sure you read through the assessments in your student assessment booklet before you fill
out and sign the agreement below.
If there is anything that you are unsure of, consult your assessor prior to signing this agreement.
Have you read the assessment requirements for this unit?  Yes  No
Do you understand the requirements of the assessments for this unit?  Yes  No
Do you agree to the way in which you are being assessed  Yes  No
Do you have any specific needs that should be considered  Yes  No
If so, explain these in the space below.
Do you understand your rights to reassessment?  Yes  No
Do you understand your right to appeal the decisions made in an  Yes  No

assessment?
Student name
Student ID number
Student signature
Date
Assessor name
Assessor signature
Date
Assessment task 1 – Cover sheet
Student declaration
To be filled out and submitted with assessment responses
 I declare that this task is all my own work and I have not cheated or plagiarised the work or
colluded with any other student(s).
 I understand that if I am found to have plagiarised, cheated or colluded, action will be taken
against me according to the process explained to me.
 I have correctly referenced all resources and reference texts throughout these assessment
tasks.
Student name
Student ID number
Student signature
Date
Assessor declaration
 I hereby certify that this student has been assessed by me and that the assessment has been
carried out according to the required assessment procedures.
Assessor name
Assessor signature
Date
Assessment outcome S NS DNS Resubmission Y N
Feedback
Student result response

 My performance in this assessment task has been discussed and explained to me.
 I would like to appeal this assessment decision.
Student signature
Date
A copy of this page must be supplied to the office and kept in the student’s file with the evidence.
Assessment Task 1: Knowledge questions
Information for students

Knowledge questions are designed to help you demonstrate the knowledge which you have
acquired during the learning phase of this unit. Ensure that you:
 review the advice to students regarding answering knowledge questions in the Business
Works Student User Guide
 comply with the due date for assessment which your assessor will provide
 adhere with your RTO’s submission guidelines
 answer all questions completely and correctly
 submit work which is original and, where necessary, properly referenced
 submit a completed cover sheet with your work
 avoid sharing your answers with other students.
i Assessment information
Information about how you should complete this assessment can be found in Appendix
A of the Business Works Student User Guide.Refer to the appendix for information on:
 where this task should be completed
 the maximum time allowed for completing this assessment task
 whether or not this task is open-book.
Note: You must complete and submit an assessment cover sheet with your work. A
template is provided in Appendix C of the Student User Guide. However, if your RTO
has provided you with an assessment cover sheet, please ensure that you use that.
Questions
Provide answers to all of the questions below:
1. Summarise two key provisions of Australian Consumer Law that social media marketers must
consider when developing a social media engagement strategy.
2. Summarise a key provision of privacy legislation that applies to social media marketing.
3. Summarise the key provisions of the Australian National Association of Advertisers Code of
Ethics.
4. Summarise the key provisions of the Australian National Association of Advertisers Best
Practice Guideline for marketing communication in the digital space.
5. Complete the following table by providing a description of each social media platform listed
and its relevance to marketing and communication functions and a description of at least two
key features of each platform.
Description of the How it can be used Key features

Social media platform for marketing and (describe at least
platform communication two) of the
platform
Facebook
LinkedIn
Twitter
YouTube
6. Outline two benefits of developing consistent brand messaging in social media marketing.
7. Outline three ways a business can build trust with their target audience on social media
platforms.
8. Provide one example of how a business can respond to their social media audience in each of
the situations in the table below:
Audience reaction to post Business response to post
Inappropriate comment
A question about a product

your business sells
Complaint about your service
9. For each of the “social media interventions” below, explain two typical ways that social media
users may react.
Two ways users might react to the social media

Social media intervention
intervention
Informative article about

leadership trends on LinkedIn
Video advertising a new range

of makeup products for a well-
known cosmetics company on
Facebook
Twitter poll asking questions

about whether audiences
listen to podcasts.
10. Describe a key feature for each of the listed social media tools/techniques.
Social media tools/techniques Two key features
HootSuite
Social media tools/techniques Two key features
Canva
Crowdfire
11. List four performance measures commonly used to evaluate social media engagement.
12. Explain the purpose of a social media engagement strategy for a business, as well as why it is
important to have such a strategy. As part of your answer, include at least two key features of
a social media engagement strategy.
13. Explain the purpose of a marketing policy and procedures for a business, as well as why it is
important to have a policy and procedures. As part of your answer, include at least two key
features of a marketing policy and procedures.
Assessment Task 1: Checklist

Student’s name:
Did the student provide a Completed

sufficient and clear answer successfully? Comments
that addresses the
suggested answer for the Yes No
following?
Question 1
Question 2
Question 3
Question 4
Question 5
Question 6
Question 7
Question 8
Question 9
Question 10
Question 11
Question 12
Question 13
Task outcome:  Satisfactory  Not satisfactory
Assessor signature:
Assessor name:
Date:
Assessment task 1 – Cover sheet
Student declaration
To be filled out and submitted with assessment responses
 I declare that this task is all my own work and I have not cheated or plagiarised the work or
colluded with any other student(s).
 I understand that if I am found to have plagiarised, cheated or colluded, action will be taken
against me according to the process explained to me.
 I have correctly referenced all resources and reference texts throughout these assessment
tasks.
Student name
Student ID number
Student signature
Date
Assessor declaration
Assessor name
Assessor signature
Date
Assessment outcome S NS DNS Resubmission Y N
Feedback
Student result response

 My performance in this assessment task has been discussed and explained to me.
Student signature
Date
A copy of this page must be supplied to the office and kept in the student’s file with the evidence.
Assessment Task 2: Project
Information for students

In this task, you are required to demonstrate your skills and knowledge by working through a
number of activities and completing and submitting a project portfolio.
You will need access to:
 your learning resources and other information for reference
 Project Portfolio template
 Simulation Pack (if you need a case study).
Ensure that you:
 review the advice to students regarding responding to written tasks in the Business Works
Student User Guide
 comply with the due date for assessment which your assessor will provide
 adhere with your RTO’s submission guidelines
 answer all questions completely and correctly
 submit work which is original and, where necessary, properly referenced
 submit a completed cover sheet with your work
 avoid sharing your answers with other students.
Assessment information
i
Information about how you should complete this assessment can be found in Appendix
A of the Business Works Student User Guide.Refer to the appendix for information on:
 where this task should be completed
 how your assessment should be submitted.
Note: You must complete and submit an assessment cover sheet with your work. A
template is provided in Appendix B of the Student User Guide. However, if your RTO
has provided you with an assessment cover sheet, please ensure that you use that.
Activities
Complete the following activities:
1. Carefully read the following:
This project requires you to develop, review and update a social media
engagement plan for an organisation or work areawith a preferred target audience
in mind. As part of the assessment you, you will:
 identify the target audience according to client or organisational requirements
 research their online behaviours and characteristics to identify their typical

responses
 set measurable goals and metrics for your social media engagement strategy
 review and select social media platforms and applications to meet

requirements
 develop and schedule the release of content
 develop a plan for interacting with your audience and automating the
engagement process where possible
 monitor and react positively to changes in the social media space.
Vocational education and training is all about gaining and developing practical skills
that are industry relevant and that can help you to succeed in your chosen career.
For this reason, we are giving you the choice to base this project on your own
business, one you work in or a familiar with, or you can use the case study
provided. This will mean that you are applying your knowledge and skills in a
relevant, practical and meaningful way to your own situation!
To complete this assessment, you must assume a marketing or

communicationsrole and have the responsibility for developing social media plans
and facilitating social engagement on behalf of a business or organisation.
It is important that you are able to access enough information for your chosen
business in order to be able to do your assessment. As a minimum this should
include marketing objectives and access to the legislation and regulations for
business social media engagement as well asworkplace documentation and
resources relevant to the management of social media advertising.
You will also need information to monitor and evaluate your social media
engagement plan and the related performance. Take a look at the requirements in
Section 3 of your Project Portfolio for more information
You will need to communicate with relevant personnel in your organisation or a

client of the business you work for. Your communication may be either directly with
actual staff members/clients or fellow students (or your assessor) can play the roles
of relevant people/parties.
You will be collecting evidence for this unit in a Project Portfolio. The steps you
need to take are outlined below.
2. Preparation
Make sure you are familiar with the business you are basing this assessment on
and have read through the necessary background information. For the case study
business, this is all of the documents included in the Simulation Pack. If it’s your
own business or a business where you are working or are familiar with, have your
business or case study (and supporting documentation) approved by your
assessor.
Complete Page 4 of your Project Portfolio for this unit.
Read through the requirements of Section 1, 2 and 3 of your Project Portfolio.
3. Identify organisational and client requirements
Before developing your social media engagement plan, you will need to identifythe
target audience of the organisation/business you are basing the project on.
If you are using the case study business, you will do this based upon the
information provided in the Simulation Pack and you will meet with your assessor
(playing the role of your client), to discuss the client requirements as summarised in
the case study.
If you are basing your project on a real business you work for or are familiar with,
you will identify the client/organisational requirements by meeting with relevant
personnel (for example your manager) or a client of the business.
Record the details of your meeting in Section 1 of your Project Portfolio.
At the meeting, identify:
 the client/organisational requirements including:
o the products or services the business/organisation offer, and what their

brand message is
o marketing objectives according to the marketing strategy
o current use of social media platforms and which platforms they would
prefer to use
o the current and/or ideal target audience (known characteristics)
o target audience reactions to past triggers and interventions on social

media platforms
o legislation, policies and procedures the client/organisation wants you to
work according to.
This meeting should take 15 minutes. As part of your meeting, you are required to
i
identify client/organisational requirements by using appropriate business language,
asking questions and using active listening techniques to clarify and confirm
understanding.
This meeting may take place with actual people who work for or are a client of your
chosen business. If you are using a real workplace, you may like to video record
the session for your assessor to watch later. Attach proof of the meeting to Section
1 of your Project Portfolio.
If you are using the case study, your assessor will play the role of a client. Your
assessor can provide you with more details at this step. Make sure you follow the
instructions above and meet the timeframes allocated.
4. Research and report
You are now required to do market research and document your findings in a report
that can be emailed to the relevant personnel. Your report must be based on the
information discussed during the previous meeting, as well as the market research
you will do in this activity step.
Research the following with your preferred target audience in mind:
 the characteristics and online habits of the audience
 typical responses to triggers, interventions, and preferred and avoided

behaviours on social media platforms and applications
 different types of content and how the attention span and retention
characteristics of these differ
 how the preferred audience typically engages with the different types of
content.
Document your research results using Microsoft Word and attach your report to
Section 1 of your Project Portfolio. Your report should be between 1 and 2 pages
long, contain information from a number of sources and be suitable for the purpose
and audience it is intended for.
Distribute the report to the relevant personnel by email. If you are using the case
study, you will send the report to your assessor.
The text of the email should be in grammatically correct English, written in an
appropriate (polite, business-like) style.
It should introduce and summarise the contents of the attachment.
Attach evidence of your email to Section 1 of your Project Portfolio.
Make sure you have answered all questions in Section 1. Submit to your assessor
for review.
You are also required to attach certain documents as part of your evidence –
review the documents you need to attach as outlined in Section 1 of the Project
Portfolio and make sure you attach these when you submit this section.
5. Develop a social media engagement plan
You will develop a social media engagementplaninvolving the use of at least two
different social media platforms and two different types of content, keeping
client/organisational requirements in mind.
You will develop and schedule your content in the next activity.
If you are using the case study to base this project on, you will plan to develop
content in the form of a blog article, and at least one photo/image to promote the
case study organisation. You will plan to schedule the release of your content to
LinkedIn and Facebook.
If you are using your own business, you will plan to develop any two suitable types
of content, as long as it meets client/organisational requirements and you are able
to schedule its release on two different social media platforms of your choice.
Use the Social Media Engagement Plan Template inSection 2 of your Project
Portfolioand do the following:
 Identify the two types of content you plan to develop (if you are using the case
study, this will be a blog article and at least one photo/image)
 specify two social media platforms/applications you plan to use for each of the
two types of the content (if you are using the case study, this will be Facebook
and LinkedIn in both cases)
 Establish metrics for social media performance according to organisational

strategies
After completing the plan, use Section 2 of your Project Portfolioto:
 outline any risks involved in implementing your plan
 develop mitigation solutions in anticipation of any brand reputation damage

that might occur.
You will use your plan to seek input and approval for your social media
engagement strategies during the meeting in the next activity step.
6. Present your plan
You are now required to present your social media engagement for input and
approval. The meeting should last for at least 10 minutes and no more than 15
minutes. If you are basing your assessment on your workplace you will meet with
your manager or a client of your chosen business.
If you are using the case study, you will present your plan to your assessor, who
will assume the role as the CEO of Grow Management Consultants.
Your presentation must include:
 An overview of your plan
 the potential risks you have identified to the integrity of the brand and message
 how you plan to mitigate risks and maintain the trust of the target audience
During the meeting, you will need to seek input and approval using appropriate
language and you will need to demonstrate effective communication skills including:
 Speaking clearly and concisely
 Using questioning and listening techniques to confirm understanding
After the meeting, update your plan to reflect any input you received.
If you are using the case study you will be meeting online or in person with your
i
assessor. If you are meeting with your manager or a client at your workplace, you
may like to video record the session for your assessor to watch later. Your
assessor can provide you with more details at this step. Make sure you follow the
instructions above and meet the timeframes allocated.
7. Develop content
Develop, and schedule the release of your content on the social media platform as
outlined in your plan and approved by the organisation/client.
If you are basing the assessment on your own workplace you can develop any two
types of content (including written, visual, video, etc.) and make use of any two
social media platforms as approved in your plan.
If you are basing your project on the case study, you will develop a 2-3 paragraph
blog article about current trends in leadership with reference to the services offered
by your client. The blog post must include a link to the company’s website. You will
also develop at least one photo/image to promote the client’s brand. This can be
any photo/image you have permission to use or you may create an image using
any tool that offers a free trial (such as Canva, Stencil, etc.). Your content will be
posted to Facebook and LinkedIn.
Discuss the release of your content with your assessor. For example, you could
create a private group on Facebook and invite other students to be part of this
group. This will assist you to complete the following assessment activity where you
are required to respond to questions, comments and reactions on your post.
Schedule the release of the content to take place over the next two weeks at a time
that you will have the maximum target audience attention. You may use the
scheduling tool within the social media platform or a third-party application you
have access to (install a free trial if you need to).
Take screenshots of your scheduling and attach it as evidence to Section 2 of your
Project Portfolio.
The same content should now be posted to the social media platforms as per your
approved plan to enable colleagues or fellow students to start engaging with your
posts. You will need at least three other students or colleagues to react with a like,
share question or comment. Provide the necessary links and access to the social
media post.
You may be asked to view other students’ posts and respond with a question,
comment, click-through to the website or reaction.
8. Engage with the audience
Assume a period of time has passed and that you have posted your content and
received questions, comments and reactions. You are now required to respond to
the audience by selecting one post for which you received the most responses.
 respond appropriately to each question, comment or reaction your posts

received.
 If using your own business, make sure you have enough responses to review.
Take screenshots of your responses and attach these to Section 2 of your Project
Portfolio.
Continue completingSection 2 of your Project Portfolio. To do this, you need to:
 research two tools to create automatic responses on the platforms you posted
to
 implement one suitable tool (this may be an in-built tool or a third-party tool
that offers a free trial)
 identify at least three metrics for your post (the actual likes, comments, shares
your posts received)
 assesses the effectiveness of your post based on the questions, comments

and reactions you got (number of click-throughs to the website, new followers,
etc.).
Attach evidence of the tool you implemented (screenshots/video where you are
using the tool) to Section 2 of your Project Portfolio.
Make sure you have answered all questions in Section 2. Submit to your assessor
for review.
You are also required to attach certain documents as part of your evidence –
review the documents you need to attach as outlined in Section 2 of the Project
Portfolio and make sure you attach these when you submit this section.
9. Develop a plan for ongoing review
Assume a period of time has passed. You will monitor and react positively to
changes in the social media space.
If you are basing your assessment on the case study, assume the following:
Your blog post on Facebook received 400 likes, 20 comments, 5 shares and 10
followers clicked through to your client’s website. Only one person shared your post
on their own page.
Complete Section 3 of your Project Portfolio. To do this, you need to:
 develop a plan for the ongoing review of performance using a social media
analytics service, by:
o identifying a suitable social media analytics service
o deciding when the regular review will take place
o determining the person responsible for reviewing performance
 identify gaps in performance against requirements and adjust as necessary

according to the organisational plan
 evaluate social media engagement effectiveness.
Send an email to the relevant personnel to report on social media engagement

effectiveness. If you are using the case study, you will send the report to your
assessor.
The text of the email should be in grammatically correct English, written in an
appropriate (polite, business-like) style.
It should contain a brief summary of the overall effectiveness of your social media
engagement plan, the performance gaps you identified and how you will adjust the
plan to react positively to changes in the social media space.
Attach evidence of your email to Section 3 of your Project Portfolio.
10. Submit your completed Project Portfolio
Make sure you have completed all sections of your Project Portfolio, answered all
questions, provided enough detail as indicated and proofread for spelling and
grammar as necessary. Remember to submit all necessary attachments as
indicated. Submit to your assessor for marking.
Assessment Task 2: Checklist

Student’s name:
Completed
successfully? Comments
Did the student: Yes No
Prepare to develop a social media

strategyby:
 specifying a target audience for

social media engagement according
to client or organisational
requirements
 researching and documenting

characteristics and online habits of
the target audience according to
organisational policy
 identifying and analysing common

responses to triggers, interventions,
and preferred and avoided
behaviours on social media
platforms and applications
 evaluating market research and the

attention span and retention
characteristics of alternative content
types as well as associated
engagement patterns
 documenting research results and

delivering to appropriate personnel?
Devise a social media

engagementstrategyby:
 selecting preferred social media

platforms and applications
according to organisation, client and
audience requirements
 selecting content and engagement

interventions for the target audience
according to client requirements
 establishing metrics for social

media performance according to
organisational strategies
 identifying and developing

mitigation solutions for risks to the
brand?
Facilitate content delivery by:

 developing relevant content and
scheduling the release for
maximising target audience
attention
 engaging with the target audience
on chosen social media platforms
 identifying and implementing
relevant tools and automate the
engagement process in applicable
delivery areas
 applying identified metrics for posts,
responses and updates?
Monitor and evaluate social media

engagement by:
 developing a plan for ongoing

review of performance using a
social media analytics service
 identifying gaps in performance

against requirements and adjusting
as necessary according to
organisational plan
 evaluating and reporting on social

media engagement effectiveness
for delivery to relevant personnel?
Use effective oral communication skills

to:
 present information using structure

and language appropriate to
audience
 seek input using structure and

language appropriate to audience
 use questioning and listening to

confirm understanding?
Task outcome:  Satisfactory  Not satisfactory
Assessor signature:
Assessor name:
Date:
Final results record
Student name:
Assessor name:
Date
Final assessment results
Result
Task Type Satisfactory Unsatisfactory Did not submit
Assessment Task 1 Knowledge questions S U DNS
Assessment Task 2 Project S U DNS
Overall unit results C NYC
Feedback
 My performance in this unit has been discussed and explained to me.

Student signature: __________________________________________ Date: _________________
Assessor signature: _______________________________________ Date:__________________

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BSBMKG546 Develop social media engagement plans

First published 2021

© 2021 RTO Works

Assessment for this unit

Student assessment agreement

Student assessment agreement

Do you have any specific needs that should be considered  Yes  No

If so, explain these in the space below.

Do you understand your rights to reassessment?  Yes  No

Do you understand your right to appeal the decisions made in an  Yes  No

Assessment task 1 – Cover sheet

Assessment outcome S NS DNS Resubmission Y N

Student result response

Assessment Task 1: Knowledge questions

Information for students

 adhere with your RTO’s submission guidelines

 answer all questions completely and correctly

 submit work which is original and, where necessary, properly referenced

 submit a completed cover sheet with your work

 avoid sharing your answers with other students.

 where this task should be completed

 the maximum time allowed for completing this assessment task

 whether or not this task is open-book.

Description of the How it can be used Key features

Audience reaction to post Business response to post

A question about a product

Complaint about your service

Two ways users might react to the social media

Informative article about

Video advertising a new range

Twitter poll asking questions

Social media tools/techniques Two key features

Social media tools/techniques Two key features

Assessment Task 1: Checklist

Did the student provide a Completed

Task outcome:  Satisfactory  Not satisfactory

Assessment task 1 – Cover sheet

Assessment outcome S NS DNS Resubmission Y N

Student result response

Assessment Task 2: Project

Information for students

 your learning resources and other information for reference

 Project Portfolio template

 Simulation Pack (if you need a case study).

Ensure that you:

 adhere with your RTO’s submission guidelines

 answer all questions completely and correctly

 submit work which is original and, where necessary, properly referenced

 submit a completed cover sheet with your work

 avoid sharing your answers with other students.

 where this task should be completed

 how your assessment should be submitted.

1. Carefully read the following:

 identify the target audience according to client or organisational requirements

 research their online behaviours and characteristics to identify their typical

 review and select social media platforms and applications to meet

 develop and schedule the release of content

 monitor and react positively to changes in the social media space.

To complete this assessment, you must assume a marketing or

Student signature: __________________________ Date: _

Assessor signature: _____________________ Date: