Online & Social Media Training Package Products - Draft 2

OSM002_Maintain ethical and professional standards_Draft 2

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Unit application and prerequisites

UNIT CODE

OSM002

UNIT TITLE

Maintain ethical and professional standards when using social media and online platforms

APPLICATION

This unit describes the performance outcomes, skills and knowledge required to source information on, and work according to, a range of ethical and professional standards when using social media and online platforms for business purposes.

 

This key skill underpins effective performance when utilising social media and online platforms for diverse purposes. It applies to individuals working at all levels from operational personnel through to managers.

 

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.

 

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. Source information on the general impacts of social media.
    1. Access and interpret information about the positive and negative impacts of social media.
    2. Evaluate the terms of service associated with social media platforms.
    3. Determine how online harassment can occur via organisational sites and who may be targeted.
    4. Determine how social media platforms share user information and identify impacts on users.
    5. Evaluate ways to avoid negative impacts on users of organisational social media sites.
  1. Comply with industry and organisational codes of conduct for online activities.
    1. Obtain codes of conduct and seek advice from relevant personnel on applicability to organisation.
    2. Identify organisational online code of conduct and determine applicability to own job role.
    3. Determine reasons for and scope of industry and organisational codes of conduct.
    4. Evaluate contents of codes of conduct and significance to own personal and work based online behaviours and communications.
    5. Clarify requirements of codes with relevant personnel to ensure understanding and compliance.
    6. Act according to professional values and principles outlined in codes, seeking advice when difficulties arise.
  1. Maintain personal online presence consistent with organisational requirements.
    1. Determine differences between organisational and personal online presence.
    2. Clearly differentiate between representing self and organisation during online activities.
    3. Ensure personal online posts and activities do not damage reputation of organisation and those associated with it.
  1. Protect customer privacy and maintain confidentiality of organisational information.
    1. Access and interpret information on privacy regulations and scope of requirements.
    2. Identify organisational privacy policies and procedures and determine applicability to own job role.
    3. Protect information provided by customers and others, according to regulations and organisational policies and procedures.
    4. Obtain and comply with permissions to publish images and text representing others.
    5. Maintain confidentiality of sensitive organisational information and confirm information that can be released before publishing.
  1. Source information on copyright.
    1. Access and interpret information on copyright and determine what is and what is not protected by copyright.
    2. Identify copyright owner’s exclusive rights to materials.
    3. Determine what permissions are required to use copyright materials and how to obtain.
  1. Engage professionally with customers online.
    1. Interpret information on the meaning of defamation, slander and libel to recognise potential incidents and avoid engagement.
    2. Communicate with customers in a timely, professional and positive manner to enhance organisational reputation.
    3. Respond to negative comments, complaints and conflicts sensitively, courteously and respectfully.
    4. Minimise risk to self, and organisational reputation by referring escalated conflict to relevant personnel.

2 Comments

Management of overseas engagement and impact of possible issues

"Wondering if there is an opportunity to address the laws that govern copyright/ defamation issues that might arise from overseas engagement. While some organisations or businesses may be domestically located, their customers and social media audience may extend internationally. Issues may arise from customer audience engagement or from the administrator's posts/ responses and could affect what the organisation/ business is liable for or simply result in unexpected damage to their reputation."

Sandra Motallebi 27.03.2019 11.15AM

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Element 2 - Clarity around codes of conduct

"2.2 mentions 'organisational' codes, but 2.4 looks like it is asking a similar thing. Should 2.4 specify 'industry' codes of conduct? Where 'codes' are mentioned throughout the PCs (but not specified), does it matter if it is an industry or organisational code?"

Liz Pilkington 20.03.2019 06.16PM

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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 unfamiliar and complex information to determine regulatory requirements and organisational standards.

Writing skills to:

  • produce notes, summarise and record information in basic documents such as information sheets, portfolios and files
  • produce customer responses of varying complexity, using language suitable for purpose and audience.

Learning skills to:

  • proactively use opportunities to obtain and update knowledge of social media impacts, ethical and professional standards.

Technology skills to:

  • use computers or mobile devices and the Internet to search for and download information.
  • use software applications to create, update and store basic documents.

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 OSM002 Maintain ethical and professional standards when using social media and online platforms

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:

  • source and collate information in a portfolio on:
    • terms of service for three different brands of social media, including information how those brands share user information
    • general impacts of social media on organisations and users, both positive and negative, from three different sources
    • cyberbullying and its impacts from three different sources
    • a suitable code of conduct for online activities relevant to the individual’s current or prospective industry employment
    • an organisational code of conduct for online activities relevant to the individual’s current or prospective job role, and obtain any required permissions for release
    • commonwealth privacy regulations and any applicable local state or territory privacy regulations relevant to the individual’s current or prospective industry employment
    • copyright in Australia; what it protects and does not protect, exclusive rights of owners and requirements for permissions
    • defamation via social media from three different sources
    • organisational criticism via social media; either customer or employee based
  • from information collected, provide an overview evaluation of each of the above topics in a written or verbal report
  • evaluate three situations involving personal online posts that present a risk to an organisation’s reputation and identify guidelines that could be used to avoid risk
  • respond professionally to customer communications covering:
    • a general product or service need, on two occasions
    • negative comment or complaint about organisational issues, products or services, on two occasions.

1 Comments

Performance Criteria

"It mentions "from information collected, provide an overview evaluation of each of the above topics in a written or verbal report" but verbal (oral) is not listed as a foundation skill. Does this matter?"

Liz Pilkington 20.03.2019 06.26PM

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Knowledge evidence

KNOWLEDGE EVIDENCE

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

  • at a fundamental level of understanding:
    • terms of service for common brands of social media; how they share user information and how this may impact on users
    • the general impacts of social media, both positive and negative:
      • impacts on organisation reputation
      • social impacts on users
    • meaning of harassment and cyberbullying and how this occurs and can escalate through use of social media
    • how bullying of employees and contractors can occur because of organisational connections and via organisational social media sites
    • organisational duty of care to protect individuals from cyberbullying and processes that can be taken to avoid and respond to incidents
  • for industry and organisational codes of conduct or policies for online activities, applicable to the individual’s context:
    • objectives
    • scope and general contents
    • compliance requirements and any disciplinary action that may be taken for non-compliance
  • boundaries of personal and professional online activities
  • how personal posts and online presence can adversely affect organisational reputation and others associated with the organisation – customers, suppliers, sponsors, donors etc.
  • methods that can be used to ensure personal posts are not assumed to be representing the organisation
  • a fundamental understanding of the contents of:
    • the Australian Privacy Principles and how these regulate the use and security of private customer information collected by private and government organisations
    • any state or territory privacy regulations of particular relevance to the individual’s industry and work context
  • organisational privacy policies and procedures, applicable to the individual’s industry context:
    • objectives
    • scope and general contents
    • compliance requirements and any disciplinary action that may be taken for non-compliance
  • types of:
    • customer information generally considered to be sensitive, with particular emphasis on the individual’s work context
    • consents that can be obtained to publish information about and images of others
    • organisational information generally considered to be sensitive and deemed not for public release
  • at a fundamental level of understanding:
    • what copyright protects and does not protect
    • who can own copyright, and procedures used by owners to identify copyright
    • exclusive rights that owners have over their material and how this affects use of materials by others
    • permissions that are required to use materials and how to obtain
    • meaning of defamation, slander and libel and how this occurs and can escalate through use of social media
    • potential personal and organisational consequences of both receiving and making defamatory comments
  • differences between personal and professional online communication styles and choice of language
  • principles of positive and professional online communications that enhance customer engagement and 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

This unit has been written to allow for application to any type of industry. Assessment must be customised according to the industry context of learners while ensuring that all skill and knowledge content is assessed, and all performance evidence is collected.

 

This unit and Assessment Requirements references customers as a generic term throughout. Because different industries and organisations use different terms to describe their stakeholders, learners should use terms appropriate for their industry during assessment.

 

Assessment must ensure use of:

  • real workplace situations, or simulated activities, or case study scenarios that test aspects of this unit that involve customer communication
  • computers or mobile devices and the Internet to source information
  • terms of service published by social media brands
  • Australian Privacy Principles (or their successor) fact sheets
  • sample organisational privacy policies
  • sample industry and organisational documents relating to online and social media activities; titles will vary and could include codes of conduct, policy statements or guidelines.

 

Assessors must satisfy the assessor requirements nominated in the Standards for Registered Training Organisations, or their successor, and must have workplace experience 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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