Learning aim A For Distinction standard, learners will produce a comprehensive, well-balanced
evaluation of how a business uses social media, making realistic and well-explained
business-related observations on the benefits and disadvantages, while considering their
target customers or audience. Learners will provide real-life, relevant examples of how
businesses have used social media effectively and how some businesses have not
managed the risks involved effectively. Learners must articulate their arguments
fluently and their views concisely, providing an evaluation that makes reasoned,
valid judgements.
The evidence will demonstrate high-quality written/oral communication through the use
of accurate and fluent technical vocabulary, to support a well-structured and considered
response that clearly connects chains of reasoning.
For Merit standard, learners will present a reasoned and well-explained assessment of
a range of different ways that a business can use social media to interact with the target
audience for their products and/or services. The discussion will be balanced and
supported by clear examples. Learners will focus their comments on the business
uses of the sites and not personal uses. The evidence must be technically accurate
and demonstrate good-quality written or oral communication.
For Pass standard, learners will provide detailed information, supported by real-life
examples, covering all the ways that businesses can use social media (as listed in the
unit content). They will research the different audience profiles for the main social media
sites, explain how the different sites appeal to their different audiences and relate it to
how different businesses can use social media. The evidence may have some
inaccuracies and include a limited range of examples.
Learning aims B and C
