SIRXOSM007 — Manage risk to organisational reputation in an online setting

Elements & performance criteria

Performance evidence

• for a particular organisation, identify significant risks to reputation and develop one social media and online crisis management plan to deal with potential damaging issues and incidents
• develop and communicate written policies and procedures covering: schedule for monitoring social media and online, and external review pages
• develop and communicate written policies and procedures covering: schedule for analysing and assessing online performance data
• develop and communicate written policies and procedures covering: designated response times for customer compliments, complaints, negative commentary and bad reviews
• develop and communicate written policies and procedures covering: standard responses that can be used for common circumstances, including holding responses
• develop and communicate written policies and procedures covering: guidelines on the use of appropriate language for responding to positive and negative comments
• develop and communicate written policies and procedures covering: issues that should be escalated and referred to managers
• develop and communicate written policies and procedures covering: guidelines for removing comments, and reporting, blocking and banning users
• respond to customer communications covering: two escalated complaints, giving consideration to previous organisational communications, and take measures to resolve
• respond to customer communications covering: two bad reviews
• implement crisis management processes in response to one crisis, including allocation of responsibilities to personnel

Knowledge evidence

• common risks to an organisation’s reputation in an online setting: customer complaints in a public setting
• common risks to an organisation’s reputation in an online setting: bad reviews
• common risks to an organisation’s reputation in an online setting: untrue or highly exaggerated comments about a customer and organisation interaction
• common risks to an organisation’s reputation in an online setting: criticism of organisation’s brand, values, products or services
• common risks to an organisation’s reputation in an online setting: commentary by others not involved but supporting complainants or showing bias
• common risks to an organisation’s reputation in an online setting: comments that accuse organisation of illegal acts
• common risks to an organisation’s reputation in an online setting: online personal communications of others associated with the organisation that are incompatible with organisation’s brand values and image including: staff, contractors, suppliers, sponsors, donors etc.
• common risks to an organisation’s reputation in an online setting: overt or implied criticism of the organisation by current or past personnel
• common risks to an organisation’s reputation in an online setting: online attacks by activists deliberately targeting the organisation
• common security risks: hacking of accounts
• common security risks: spam messages and content with dangerous links
• common security risks: threats to property, personnel and others associated with the organisation
• specific to the particular industry, types of reputational and security risks
• common formats and inclusions of policies and procedures
• for crisis management: difference between a problem and a crisis and common crisis scenarios
• for crisis management: format and common inclusions of social media crisis management plans
• for crisis management: typical actions taken by organisations during a crisis response
• for crisis management: roles typically allocated to personnel at different levels of seniority and to external providers
• analytics functions provided by social media and review platforms that can assist in identifying and managing risk to organisational reputation
• monitoring and alert functions provided by social media and review platforms 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
• the importance of timely responses for: answering enquiries to avoid complaints
• the importance of timely responses for: compliments to ensure customer feels valued, not ignored and how responses can add value to reputation
• types of standard responses that can be provided and the role of a holding response
• organisational chain of command for responding to and managing: compliments
• organisational chain of command for responding to and managing: complaints and criticism
• organisational chain of command for responding to and managing: crises
• reasons for and advantages of resolving complaints off line
• functions provided by social media and review platforms to manage persistent and damaging interactions, how these operate and factors to consider before implementing: removal of comments
• functions provided by social media and review platforms to manage persistent and damaging interactions, how these operate and factors to consider before implementing: reporting
• functions provided by social media and review platforms to manage persistent and damaging interactions, how these operate and factors to consider before implementing: 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.

Foundation skills

• Reading skills: interpret the intent and extract relevant content of customer opinions expressed with differing levels of clarity.
• Writing skills: produce comprehensive plans, policies and procedures using clear and detailed language that can be easily understood by personnel operating at different levels of seniority; produce customer responses of varying complexity, using language suitable for purpose and audience.
• Numeracy skills: interpret fundamental statistical information from performance reports to draw conclusions.
• Self-management skills: critically analyse issues and incidents to determine appropriate individual and systematic responses.

Unit content sourced from training.gov.au — © Commonwealth of Australia, licensed under CC BY 4.0. Auditori is not affiliated with the Department of Employment and Workplace Relations.

Questions about assessing SIRXOSM007