Social Media Executive (1 years course)

Social Media Executive click here

Brief Job Description: Individual in this job will handle all the social media
activities for their company / multiple clients in order to create brand
awareness. It comprises of ideating, coordinating, executing social media
campaigns, promotions and advertisements. The individual is responsible for
the regular posting, sharing and updating the social media activities on all the
major social media networks.

Personal Attributes: The individual must have good written and oral
communication skills. The person should be a quick learner with an ability to
comprehend and communicate information effectively. The individual is also
required to have good analytical and quantitative skills to be able to interpret
and analyze the campaign results.

Qualifications Pack For Social Media Executive

Keywords /Terms Description
Budget Budget is an estimate of the total cost of production that may include a
break-up of cost components.

Creative Brief Creative brief is a document that captures the key questions that serve
as a guide for the production including the vision, objective of the
project, target audience, timelines, budgets, milestones, stakeholders etc.
Graphic A visual item on screen or print displayed or stored in computer as data.
Design A plan of work produced to show the function or look of an object based
on which decision could be drawn upon.

Concept The overall plan of the working
Theme The subject of the brief or the topic that the brief adheres to.
Alerts I’m going to use this opportunity to plug one of our tools – my post, my
rules. Talk walker Alerts is an easy and free way to stay on top of your
online reputation by providing email updates of all relevant mentions
online. Set up your alerts with your specified terms, and you’ll never miss
another mention.

Average Response Time How long it takes a brand or individual to reply to a customer’s message –
either positive or negative. C’mon people, you should be listening,
helping, offering advice, and saying thanks.
Aesthetic A set of guidelines and principles that define a piece of work as beautiful
and artistic

Storyboard A graphic organsiser in the form of sequence of images that depict how
the product will function
Social Media Marketing
(SMM)
Social media marketing is the use of social media platforms and websites
to promote a product or service.

Engagement Users interacting with a brand by liking, commenting, sharing posts,
images, etc.
Google+ Google’s social network that allows users to connect with friends, family,
and professionals. You can share photos, send messages, and engage
with shared content.

Clickbait Content whose main purpose is to attract attention and encourage
visitors to click on a link to a particular web page.
Sector Sector is a conglomeration of different business operations having similar
businesses and interests. It may also be defined as a distinct subset of the
economy whose components share similar characteristics and interests.
Sub-sector Sub-sector is derived from a further breakdown based on the
characteristics and interests of its components.

Vertical Vertical may exist within a sub-sector representing different domain
areas or the client industries served by the industry.
Occupation Occupation is a set of job roles, which perform similar/related set of
functions in an industry
Function Function is an activity necessary for achieving the key purpose of the
sector, occupation, or area of work, which can be carried out by a person
or a group of persons. Functions are identified through functional
analysis and form the basis of OS.

Sub-functions Sub-functions are sub-activities essential to fulfill the achieving the
objectives of the function.
Job role Job role defines a unique set of functions that together form a unique
employment opportunity in an organization.
Occupational Standards OS specify the standards of performance an individual must achieve

Qualifications Pack For Social Media Executive

(OS) when carrying out a function in the workplace, together with the
knowledge and understanding they need to meet that standard
consistently. Occupational Standards are applicable both in the Indian
and global contexts.

Influencer A social media user who has the potential to reach a relevant audience –
large or small – and create awareness about a trend, topic, brand, or
product.

Reach In Internet marketing, reach is how many different people visit a Web
site to see an ad and also what percentage of these people fall into the
audience to which an ad is targeted. A common measure of reach for a
Web site is its “unique visitors per month.” Different types of reach are
defined below:

Performance Criteria Performance Criteria are statements that together specify the standard
of performance required when carrying out a task

National Occupational
Standards (NOS)
NOS are Occupational Standards which apply uniquely in the Indian
context.

Qualifications Pack Code
Qualifications Pack Code is a unique reference code that identifies a
qualifications pack.
Qualifications Pack(QP) Qualifications Pack comprises the set of OS, together with the
educational, training and other criteria required to perform a job role. A
Qualifications Pack is assigned a unique qualification pack code.
Unit Code Unit Code is a unique identifier for an Occupational Standard, which is
denoted by an

Unit Title Unit Title gives a clear overall statement about what the incumbent
should be able to do.
Description Description gives a short summary of the unit content. This would be
helpful to anyone searching on a database to verify that this is the
appropriate OS they are looking for

.

Scope Scope is the set of statements specifying the range of variables that an
individual may have to deal with in carrying out the function which have
a critical impact on the quality of performance required.

Knowledge and Understanding
Knowledge and Understanding are statements which together specify the
technical, generic, professional and organizational specific
knowledgethat an individual needs in order to perform to the required
standard.

Organizational Context Organizational Context includes the way the organization is structured
and how it operates, including the extent of operative knowledge
managers have of their relevant areas of responsibility.
Technical Knowledge Technical Knowledge is the specific knowledge needed to accomplish
specific designated responsibilities.

Core Skills/Generic
Skills
Core Skills or Generic Skills are a group of skills that are key to learning
and working in today’s world. These skills are typically needed in any
work environment. In the context of the OS, these include
communication related skills that are applicable to most job roles.

Description
NOS National OccupationalStandard(s)
QP QualificationsPack
NSQF National Skill Qualifications Framework
NVEQF National Vocational Education Qualifications Framework
NVQF National Vocational Qualifications Framework

Create work flow for social media
Description This OS unit is about understanding the production requirements and planning the
process and workflow
Scope This unit/task covers the following:
• Managing all social media channels and designing related campaigns to engage
customers
• Constructing an approach and planning the process

Performance Criteria(PC) w.r.t. the Scope
Element Performance Criteria
Manage all social
media channels and
designing related
campaigns to engage
customers

To be competent, the user/individual on the job must be able to:
PC1. make daily work plan as per social media strategy of the organization
PC2. seed content into social networks
PC3. identify client branding (color scheme,logo, target audience,etc.)
PC4. manage blogger and other influencer outreach program
PC5. manage graphic designers for generating online graphical posts / infographics.
Constructing an
approach and
planning the process

PC6. create social media marketing goals
PC7. research about social media audience
PC8. establish most important metrics (reach, clicks, engagement, hashtag
performance etc.)
PC9. research about social competitive landscape
PC10. track performance of the campaigns

Knowledge and Understanding (K)
A. Organizational
Context
(Knowledge of the
company /
organization and
its processes)
The user/individual on the job needs to know and understand:
KA1. the creative vision and elements of production relevant to his/her job role
KA2. project pipeline/schedule and timelines relevant to their work
KA3. company’s website analysis

KA4. market positioning and competition analysis
KA5. technique and workflow followed in the organization

Create work flow for social media

B. Technical
Knowledge
The user/individual on the job needs to know and understand:
KB1. writing and editing
KB2. designing and photo editing
KB3. applicable copyright norms and Intellectual Property Rights (IPR)
KB4. applicable health and safety guidelines pertaining to working for long periods
on edit machines

Skills (S)
A. Core Skills/
Generic Skills
Writing and Editing Skills
The user/individual on the job needs to know and understand how to:
SA1. write for the purpose of engaging customers
SA2. copy write and edit

SA3. write with hyper-focus and use of pictures against words
SA4. create the summary report for the performance of campaigns for the
stakeholders

Reading Skills
The user/individual on the job needs to know and understand how to:
SA6. read policies and regulations pertinent to the job
SA7. read various social media trends

Oral Communication (Listening and Speaking skills)
The user/individual on the job needs to know and understand how to:
SA8. communicate with the product manager or social media manager to
understand the requirements of online media

B. Professional Skills Decision making
The user/individual on the job needs to know and understand how to:
SB1. analyse the needs of online media and social networking sites to design
proper campaign
Plan and Organize

Create work flow for social media

The user/individual on the job needs to know and understand how to:
SB1. plan the activities, workflow, resourcing and timelines in accordance with the
creative and technical requirements
SB2. manage deadlines successfully on time
SB3. plan work assigned on a daily basis
SB4. ensure proper implementation of defined social media strategies

Customer Centricity
The user/individual on the job needs to know and understand how to:
SB5. check that their own work meets customer requirements
SB6. ensure that organization’s needs and requirements are assessed

Problem Solving
The user/individual on the job needs to know and understand how to:
SB7. critically analyse the response of their campaign and work for the
improvement
SB8. handle unfavourable comparisons of the online marketing strategies with com
petitor’s products
SB9. ensure that the social media strategies are hurdle-free for the potential
customer

Analytical Thinking
The user/individual on the job needs to know and understand:
SB10. how to have a keen eye for detail and maintain an aesthetic sense towards
the final output
SB11. identify trends in hashtags and keywords
SB12. analyze unique social media tools that are required in the organization

Critical thinking
The user/individual on the job needs to know and understand how to:
SB13. evaluate the information gathered from the online consumers for the
effectiveness of online marketing campaigns

Plan and organise work to meet expected outcomes
Description This OS unit is about planning and organizing work in order to complete it to
the required standards on time.

Scope This unit/task covers the following:
• Work scheduling as per deliverable requirements
• Appropriate use of resources
Performance Criteria (PC) w.r.t. the Scope
Element Performance Criteria
Work scheduling as
per deliverable
requirements

To be competent, the user/individual on the job must be able to:
PC1. arrange all files and folders neatly in the computer
PC2. keep immediate work area clean and tidy
PC3. treat confidential information as per the organisation’s guidelines
PC4. work in line with organisation’s policies and proocedures
PC5. work within the limits of job role

PC6. obtain guidance from appropriate people, where necessary
PC7. ensure work meets the agreed requirements
Appropriate use of
resources
PC8. establish and agree on work requirements with appropriate people
PC9. manage time, materials and cost effectively
PC10. use resources in a responsible manner

A. Organizational
Context
(Knowledge of the
company /
organization and
its processes)
The user/individual on the job needs to know and understand:
KA1. creative vision and elements of production relevant to his/her job role
KA2. project pipeline/schedule and timelines for the campaign
KA3. intended purpose of the design that needs to be created

The user/individual on the job needs to know and understand:
KB1. right editing/drawing software tools required for the online post
KB2. source images / videos for the relevant work
KB3. trend hashtags
KB4. designing of single page and multipage documents that convey structured
information

KB5. applicable copyright norms and Intellectual Property Rights (IPR)
Skills (S) (Optional)
A. Core Skills/
Generic Skills
Writing Skills
The user/individual on the job needs to know and understand how to:
SA1. document notes on the process and arrange them in a professional manner
SA2. document notes and project specifications for guidance and reference
SA3. write clearly in at least one language

SA4. use keywords, hashtags and trends
SA5. engage graphic designers for the appropriate work
Reading Skills
The user/individual on the job needs to know and understand how to:
SA6. read and understand the description of the product/campaign before making
strategies
SA7. gather and organize copyright free images, cliparts, photographs for use in
projects
SA8. regularly update his knowledge through surfing the internet with latest
trends, keywords, hashtags etc

Oral Communication (Listening and Speaking skills)
The user/individual on the job needs to know and understand how to:
SA9. understand the creative vision and technical requirements that need to be
complied with the brief
SA10. discuss interim/finalwork with peers and superiors and solicit their feedback
on improvements

B. Professional Skills Plan and Organize

The user/individual on the job needs to know and understand how to:
SB1. plan and prioritize work according to the scheduled target
Decision making
The user/individual on the job needs to know and understand how to:
SB2. finalize the design as per the project requirement

Customer Centricity
The user/individual on the job needs to know and understand how to:
SB3. check that own and/or peer’s work meets customer requirements.
SB4. work effectively in a customer centric environment.
Problem Solving
The user/individual on the job needs to know and understand how to:
SB5. address comments on the interim/final work-products and make changes
accordingly

Analytical Thinking
The user/individual on the job needs to know and understand how to:
SB6. have an aesthetic sense towards colour shapes, forms , templates and content
creation for any social media platform.
Critical Thinking
The user/individual on the job needs to know and understand how to:
SB7. appraise the quality of own work to ensure it is inline with the expected
quality standards

Manage online tools
Description This OS unit is about managing online tools for handling multiple accounts
Scope This unit/task covers the following:
 Selecting tools from online resources for social media posts
 Monitor and analyze performance of the campaigns using online tools

Performance Criteria(PC) w.r.t. the Scope
Element Performance Criteria
Selecting tools from
online resources for
social media posts
To be competent, the user/individual on the job must be able to:
PC1. select appropriate tools from the various social media tools available for
posts, scheduling and reach.

PC2. implement, analyze, and optimize organic and paid search engine
marketing activities
PC3. track and report metrics around social posts and fan engagement
Monitor and analyze
performance of the
campaigns using online
tools

PC4. analyze and provide weekly & monthly social media metrics status
reports to senior level management
PC5. monitor trends in social media tools, applications, channels, design and
strategy and quantifying it ensuring a sound and efficient website
PC6. monitor effective benchmarks for measuring the impact of social media
programs
PC7. analyze, review, and report on effectiveness of campaigns in an effort to
maximize results

Elements Knowledge and Understanding (K)
A. Organizational
Context (Knowledge
of the company /
organization and its
processes)
The user/individual on the job needs to know and understand:
KA1. standard operating procedures of the organisation about tools and
techniques of online media
KA2. organizational and professional code of ethics and standards of practice
KA3. safety and health policies and regulations for the work place

The user/individual on the job needs to know and understand:
KB1. implementation and optimization of organic and paid social media
marketing activities
KB2. creatives and content requirement for all marketing material
KB3. how to prepare weekly and monthly social media reports
KB4. effective benchmarks for measuring the impact of social media
programs
KB5. how to use social media techniques and tools

TooSkills (S)
A. Core Skills/ Generic
Skills
Writing and Editing Skills
The user/individual on the job needs to know and understand how to:
SA1. write for the purpose to engage with customers
SA2. copywrite and edit the advertising copies
SA3. write to make the reader feel feel engaged
SA4. write with hyper- focus and use of pictures against words

Reading Skills
The user/individual on the job needs to know and understand how to:
SA6. read policies and regulations pertinent to the job
SA7. read in detail about various social media tools available online
Oral Communication (Listening and Speaking skills)
The user/individual on the job needs to know and understand how to:
SA8. interact with employees to ensure proper usage of designed online
marketing strategies where the end-product intends to be distributed
SA9. speak to the customer care services of various online tools companies.

B. Professional Skills Decision making
The user/individual on the job needs to know and understand how to:
SB1. select tools that are cost effective and user friendly
SB2. analyze the needs of online media and social networking sites to design
proper strategy

The user/individual on the job needs to know and understand how to:
SB3. plan the activities, workflow, resourcing and timelines in accordance with
the creative and technical requirements
SB4. manage deadlines successfully on time
SB5. plan work assigned on a daily basis
SB6. ensure proper implementation of social media strategies designed

Customer Centricity
The user/individual on the job needs to know and understand how to:
SB7. check that their work meets customer requirements
SB8. ensure that organization’s needs and requirements are assessed
Problem Solving
The user/individual on the job needs to know and understand how to:
SB9. critically analyze the response of their campaign and work for the
improvement
SB10. handle unfavourable comparisons of the online marketing strategies with
competitor’s products

SB11. ensure that the social media strategies are hurdle-free for the potential
customer
Analytical Thinking
The user/individual on the job needs to know and understand:
SB12. how to have a keen eye for detail and maintain an aesthetic sense towards
the final output
SB13. how to effectively use the hashtags and keywords
Critical thinking
The user/individual on the job needs to know and understand how to:
SB14. evaluate the information gathered from the online resources

Design the content for the social media
Description This OS unit is about effectively designing the creatives and images for social media
marketing campaigns
Scope This unit/task covers the following:

• Generate visuals and design concepts appropriate for the brief
Performance Criteria(PC) w.r.t. the Scope
Element Performance Criteria
Generate visuals and
design concept
appropriate for the
brief
To be competent, the user/individual on the job must be able to:
PC1. audit the current social media approach
PC2. research about customer’s/ company’s base
PC3. identify which audience is on what social media platform
PC4. list the design concepts

PC5. set measurable goals
PC6. relate the concept with meaningful graphics/ videos/ clippings/ pictures
PC7. present the idea, theme and concept to the peers
PC8. monitor and adjust the creatives as per the requirements
Knowledge and Understanding (K)

A. Organizational
Context
(Knowledge of the
company /
organization and
its processes)
The user/individual on the job needs to know and understand:
KA1. content production process followed by the organization
KA2. creative vision and elements of production relevant to his/her job role
KA3. project pipeline/schedule and timelines relevant to the campaign
KA4. intended purpose of the design that needs to be created

B. Technical
Knowledge
The user/individual on the job needs to know and understand:
KB1. how to organize the collected data
KB2. how to present the visualized data and collect feedback
KB3. how to use the elements and principles of design
KB4. how to create digital design layouts
KB5. implication of the format on the quality of the end-product