social media analysis

Social Media Analysis

1. Introduction

   1. Provide background information on the organization:

      1. Who are they, what do they do?

      2. Who is their primary target audience on social media (include secondary audience if relevant)? [THIS IS IMPORTANT TO DISCUSS BECAUSE ORGANIZATIONS CAN’T TARGET EVERYONE].

      3. Provide a summary of the organization’s social media presence.

         1. What platforms are they on?

         2. How much of a following do they have on these platforms?

   2. Provide overview of SWOT (what is each element). What are the broad themes that will be discussed for each section?

   3. What type of insight will the SWOT provide (how will it help the company)?

2. Strengths

   1. Identify internal assets of the organization on social media. This can be whatever the ORGANIZATION is doing via social media that enhances its reputation or business (e.g., consumer engagement, advertising, crisis control, etc.). You will want to provide specific examples.

3. Weaknesses

   1. What are some internal shortcomings of the organization’s social media activities (In what areas is the organization is lacking)?

   2. What are they doing poorly (lack of engagement or presence)?

   3. What issues have they had in the past (e.g., offensive/inaccurate comments, tweets, etc.)?

• Additional requirements for weakness:

Weaknesses (INTERNAL)

• What the organization is not doing well on social media.

• What can be improved INTERNALLY?

• Should they be more active (or less active)

• Should they engage more (or less)

1. What are some weaknesses about the organization that the target audience notices, or might notice?

What type of activity might diminish you audience engagement or social currency.

1. Opportunities

   1. What are some potential areas (or social media platforms) that the organization could be capitalizing on? [WHY should they engage in those platforms?]

   2. What are the target publics saying on social media that could be used to the organizations benefit?

   3. What activities or content on social media might improve audience engagement?

2. Threats

   1. What are potential risks of the organization’s presence on social media?

      1. How might the social and/or political climate create problems for the organization on social media?

   2. What are the target publics saying on social media that could be used against the organization?

      1. How might competitors capitalize on this?

3. Conclusion

   1. Summarize the key findings

   2. Link each of the components together (e.g., How do Strengths lead to opportunities, how do weaknesses lead to threats?).

   3. What are the implications of the SWOTs for the organization?