Online & Social Media Training Package Products - Draft 1

OSM008_Manage risk to organisational reputation in an online setting_Draft 1

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Unit application and prerequisites

UNIT CODE

OSM008

UNIT TITLE

Manage risk to organisational reputation in an online setting

APPLICATION

This unit describes the performance outcomes, skills and knowledge required to develop and implement processes for managing the impacts of online negative commentary, complaints and criticism on an organisation’s reputation, as well as other general risks from engaging in an online setting

 

It requires the ability to develop a social media crisis management plan and other processes to monitor and respond to issues and incidents. It focuses on negative commentary but reputation also relies on responses to positive comments and this is also covered.

 

It can apply to individuals who work at a senior level who operate independently, have responsibility for others and are responsible for making a range of operational and strategic decisions. It would apply to small business owner operators who are responsible for a range of functions.

 

This unit applies to any type of small, medium or large organisation that utilises social media and online tools for customer engagement including commercial, not-for-profit and government organisations. References to customers should be interpreted in the context of the particular industry and organisation which will use different terms to describe their stakeholders.

 

This unit is designed for use across industries. Training and assessment should be contextualised to meet the particular requirements of the industry for which it is delivered.

 

No occupational licensing, certification or specific legislative requirements apply to this unit at the time of publication.

PREREQUISITE UNIT

Nil

COMPETENCY FIELD

Online and Social Media

UNIT SECTOR

Cross Sector

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Elements and performance criteria

ELEMENTS

PERFORMANCE CRITERIA

Elements describe the essential outcomes

Performance criteria describe the performance needed to demonstrate achievement of the element.

  1. Identify risks to organisational reputation and plan control measures.
    1. Identify risks to organisational reputation associated with social media and online presence, including any security risks.
    2. Develop social media crisis management plan to deal with damaging issues and incidents.
  1. Establish processes for monitoring customer commentary, feedback and criticism.
    1. Determine a schedule for monitoring organisation’s social media sites and external review pages.
    2. Allocate responsibility to personnel or external providers for consistently and regularly monitoring sites.
    3. Register organisation for alerts provided by social media and review sites.
    4. Establish a schedule for analysing online performance using analytics tools.
  1. Develop policies and procedures for response.
    1. Establish standards for use of appropriate language and tone for responding to both positive and negative comments.
    2. Develop standard responses that can be used for common circumstances.
    3. Designate response times in policies and procedures.
    4. Allocate responsibility for responding to customer commentary, feedback, complaints and criticism.
    5. Determine when customer compliments, complaints and criticism should be referred to managers.
    6. Communicate policies, procedures and expectations to staff.
  1. Manage organisational reputation.
    1. Take responsibility for resolution of complex and difficult customer interactions.
    2. Utilise functions provided by social media and review sites to manage persistent and damaging interactions.
    3. Assess performance reports regularly to identify systematic communication issues and implement improvements.
    4. Assess escalating issues and implement crisis management processes to minimise impacts.

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Foundation skills

FOUNDATION SKILLS

Foundation skills essential to performance in this unit, but not explicit in the performance criteria are listed here, along with a brief context statement.

SKILLS

DESCRIPTION

Reading skills to:

  • interpret the intent and extract relevant content of customer opinions expressed with differing levels of clarity.

Writing skills to:

  • produce comprehensive plans, policies and procedures using clear and detailed language that can be easily understood by a range of personnel operating at different levels of seniority
  • produce customer responses of varying complexity, using language suitable for purpose and audience.

Numeracy skills to:

  • interpret fundamental statistical information from performance reports to draw conclusions.

Self-management skills to:

  • critically analyse a range of issues and incidents to determine appropriate individual and systematic responses.

UNIT MAPPING INFORMATION

No equivalent unit.

LINKS

Link to Companion Volume Implementation Guide to be inserted.

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Performance evidence

TITLE

Assessment Requirements for OSM008 Manage risk to organisational reputation in an online setting

PERFORMANCE EVIDENCE

Evidence of the ability to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and:

  • for a particular industry or organisation, identify significant risks to reputation and develop one social media crisis management plan to deal with potential damaging issues and incidents
  • develop written policies and procedures covering the following issues:
    • schedule for monitoring social media 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, reporting, blocking and banning users
  • according to a scenario, identify one crisis and provide responses including actions to be taken and allocation of responsibilities to various staff members
  • according to scenarios:
    • provide responses to two escalated complaints, giving consideration to previous organisational communications, and take measures to resolve
    • provide responses to two bad reviews.

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Knowledge evidence

KNOWLEDGE EVIDENCE

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:

  • 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 taking sides
    • 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 – staff, contractors, suppliers, sponsors, donors etc.
    • overt or implied criticism of the organisation by current or past staff
    • online attacks by activists deliberately targeting the organisation
  • common security risks:
    • hacking of accounts
    • spam messages and content with dangerous links
    • threats to property, staff and others associated with the organisation
  • specific to the particular industry, particular reputational and security risks
  • for crisis management:
    • difference between a problem and a crisis and common crisis scenarios
    • format for and common inclusions of social media crisis management plans
    • typical actions taken by organisations during a crisis response
    • roles typically allocated to staff members at different levels of seniority and to external providers
  • analytics functions provided by social media and review sites that can assist in identifying and managing risk to organisational reputation
  • monitoring and alert functions provided by social media and review sites 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 issued 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 sites 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.

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Assessment conditions

ASSESSMENT CONDITIONS

Assessment must ensure use of:

  • computers or mobile devices and the Internet
  • a range of social media and online websites with access to monitoring and alert functions
  • analytics tools and reports provided by social media and online platforms.

 

Assessors must satisfy the Standards for Registered Training Organisations requirements for assessors, and:

  • to assess in the context of a specific industry, have at least three years’ experience with the implementation of risk management processes for social media and online presence for that industry where they have applied the skills and knowledge covered in this unit of competency.

LINKS

Link to Companion Volume Implementation Guide to be inserted.

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