SIRXOSM004 — Analyse performance of social media and online business tools

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What an assessment for SIRXOSM004 must cover

65 assessable components: 3 elements (13 performance criteria), 12 performance evidence and 34 knowledge evidence requirements, plus 6 foundation skills. An audit-defensible tool maps every question and task back to these — that mapping is the coverage matrix Auditori generates alongside the assessment.

Elements & performance criteria

1 Identify analytics tools and functions.

1.1Obtain information on inbuilt analytics tools provided by social media and online platforms.
1.2Search and identify external providers of analytics tools.
1.3Identify types of available data and functions to assist with analysis.
1.4Determine how specific data can be used to measure and improve customer engagement.

2 Collect and analyse data.

2.1Determine data analysis needs, select analytics tools and collect and store relevant data according to organisational privacy procedures.
2.2Filter, assess quality of data and clean data to ensure relevance to analysis.
2.3Identify trends in quantitative performance through statistical analysis.
2.4Evaluate qualitative information to identify patterns.
2.5Monitor performance of social media and online presence regularly to ensure ongoing effectiveness.

3 Evaluate performance.

3.1Assess quantitative and qualitative information against organisational objectives for use of social media and online platforms.
3.2Determine success of online presence in engaging customers for general and targeted purposes.
3.3Create and present reports on data analysis and evaluation, and include recommendations for future improvements.
3.4Generate reports that protect sensitive information provided by customers.

Performance evidence

utilise three different analytics tools for social media or other online platforms and collectively use inbuilt and external analytics tools
analyse, evaluate and report on the general performance of an organisation’s social media or online business tools over three successive reporting periods
analyse, evaluate and report on the performance of an organisation’s social media or online business tool when one specific communication or targeted campaign has been implemented
across all above analysis, evaluation and reporting activities, collectively cover:
page visits and how page was accessed
page likes or followers
reach of specific communication
engagement including; how many people liked, shared or commented on specific communications
day/s and time of day of engagement
audience demographics
qualitative evaluation of positive and negative comments
recommendations for future improvements

Knowledge evidence

types of inbuilt analytics tools provided by a range of social media and online platforms
a range of external analytics tools which provide data for individual and multiple social media and online platforms
types of data available to measure customer engagement, to include:
page visits and how page was accessed (directly or via other sites)
page likes
followers
reach of specific communication
engagement including; how many people liked, shared or commented on specific communications
video views and duration of view
day/s and time of day of engagement
audience demographics
functions provided by analytics tools to sort, analyse and report on customer engagement
data to be filtered, removed or amended, and reasons for these actions
meanings and purposes of quantitative and qualitative data and how these are analysed and reported
customer data that can be sensitive and organisational privacy procedures used to securely store
common reasons for analysing social media and online data and how data can be used to improve customer engagement:
creating content that elicits interest
creating content for a call to action
targeting specific audiences
scheduling communications
methods used to analyse and assess data:
measuring results against overarching business objectives and key performance indicators
measuring results of a targeted campaign against objectives and expectations
comparing historical results
measuring and comparing audience demographics for general site interaction and responses to communications
measuring customer actions
identifying and measuring positive and negative customer responses
identifying themes, patterns and relationships for qualitative information
evaluating information against:
a predetermined theory; or
an external cause for customer reactions
format and inclusions of data analysis and evaluation reports
methods used in reports that protect sensitive customer information
techniques used to draw and express conclusions and recommendations

Foundation skills

Reading skills to:: interpret jargon specific to different types of social media and online analytics tools; interpret the intent and extract relevant content of customer opinions.
Writing skills to:: produce cohesive data analysis and evaluation reports using language suitable for purpose and audience; present factual information without ambiguity; summarise and paraphrase a variety of customer opinions without altering meaning.
Numeracy skills to:: interpret numerical data of different complexity and complete routine calculations involving addition, subtraction, multiplication, division and percentages; extract, evaluate and interpret numerical data from tables, charts and graphs; interpret fundamental statistical information to draw conclusions.
Problem-solving skills to:: identify and clean inaccurate, duplicative and irrelevant data.
Initiative and enterprise skills to:: critically evaluate successes and failures of social media and online performance to suggest improvements.
Self-management skills to:: take responsibility for performance analysis from data collection through to evaluation and report presentation.

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.

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Questions about assessing SIRXOSM004

What does an assessment tool for SIRXOSM004 need to cover?

To satisfy the Principles of Assessment and Rules of Evidence, an assessment for SIRXOSM004 needs to address all 65 unit components: 3 elements with 13 performance criteria, 12 performance evidence requirements, 34 knowledge evidence requirements, and the foundation skills. A coverage matrix mapping each question and task to these components is what an auditor looks for.

How does Auditori generate an assessment tool for SIRXOSM004?

Auditori pulls the current release of SIRXOSM004 from training.gov.au and generates a complete package: candidate assessment, assessor guide with model answers and observation criteria, and a coverage matrix mapping every component. A suitably qualified person then reviews and approves the draft in a built-in workflow — consistent with ASQA's guidance on AI use in VET — before export as branded PDF and editable Word.

Is the first assessment tool really free?

Yes. Every new account includes one free credit — enough to generate the complete assessment tool for SIRXOSM004 — with no card and no subscription required. After that it's pay-as-you-go per unit.

Can I check my existing SIRXOSM004 assessment instead of generating a new one?

Yes — upload your existing assessment or learner guide and Auditori maps it against every element, performance criterion, PE and KE of SIRXOSM004, showing exactly what's covered and what's missing. Mapping costs a quarter of a credit.

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