Social media SWOT Overview: what it is and how to do it

When you are a marketer today, there’s a plus to something that helps you optimize your targets on social media.

And today’s brands have amazing markets and marketing platforms to sell. Simply put, today’s social media marketing is about building strategies that overcome problems, not simply spending “just because” in society. Not sure what the next step will be? Second-guessing whether a plan would really pay off or not?

Good questions! An examination of the SWOT that point you towards the ASAP answers.

Within this guide, we’ll break down the concepts of SWOT analysis on social media and how executing it will lead to a more actionable social strategy.

What is SWOT in marketing, though?

“Oh cool, a new acronym for marketing.” Hey, please don’t raise your eyes yet! The SWOT analysis strategy is just an old-school idea you may have come across in Marketing 101.

The concept behind SWOT is simple: marketers evaluate their tactics for each campaign or initiative based on four specific quadrants (strengths, weaknesses, opportunities and threats).

Here is a snapshot of what each quadrant stands for as it applies to social media:

  • Strengths: Why do you do right? What strengths or advantages does your brand boast? (“We have a definite voice and active community on the brand”)
  • Weakness: Where may your organization be lacking? What internal factors could prevent you from achieving your goals? (“We have a limited last quarter marketing budget; less money and less staff”)
  • Opportunities: What is your campaign bonus, or marketing push? What do you need to learn from this and what is possible? (New manuals, brand awareness etc.)
  • Threats: What external forces could hamper your marketing efforts? (Competitors, the economic condition and so forth)

SWOT analysis is interesting in that you need to really look into qualitative as well as quantitative metrics. This means measuring not only the hard numbers associated with your brand and company, but also feelings and feelings about your customers (think: feelings and emotions associated with your marketing).

Why do a SWOT analysis on social media?

Listen: we understand your time is precious and you’re probably already paying attention to your performance records.

Nevertheless, taking the time to carry out a SWOT review on social media is completely worth it. A description of the benefits is below.

Set SMART-er social media goals

We can not emphasize enough the value of setting social media targets for transparency purposes on SMART.

Just in case you need a refresher, precise, measurable, achievable, practical just time-sensitive SMART targets are set.

That being said, brands will struggle to figure out what is “realistic” and what is not. Through doing a SWOT analysis, you can better understand where you might be failing and what to stop putting yourself in a position where you are unable to achieve your objectives.

In turn, SWOT encourages you to explore new possibilities, and better describe your social presence’s “why.”

SWOT challenges you to dig in your social data

It is just another great one! 

Obviously here at Sprout we are all about results. SWOT needs you to assess your business on the basis of hard facts, objectively. Which means being able to show what works, what doesn’t work and where you can do better.

Everything that allows you to take a data-driven approach to social is a bonus, particularly in an era where their bosses hold marketers to account. Daily monitoring and SWOT analysis are another stratum of strategizing and analyzing the social data in the search of better ROI.

SWOT data goes beyond social media

Lastly, remember that SWOT analysis as social media will illustrate the strengths, shortcomings and opportunities of your marketings outside social itself.

For example, you can apply the SWOT principles to emailing and SEO. By making the SWOT system a daily part of your marketing research, as part of your bigger funnel, you can better coordinate your marketing strategies on social media.

How do you need to do a SWOT analysis of the social media?

Okay, so let’s presume you want to do a SWOT analysis for the next plan or marketing drive.

The Bonne News? To get going, you don’t need anything special (though access to your native analytics or tools such as Sprout will certainly help).

Here’s our overview for a social media SWOT analysis to find out the nuances of each quadrant.

Identifying strengths

First things first: what’s good for you? Assess the following on the basis of the research and your own experience interacting with your audience:

  • What social media are you actively participating on? Where are you most involved in your community?
  • Who makes the culture involved? What top-performer posts are you?
  • What creative edges separate you from your competition (think: brand voice, creatives etc.)?

Let’s begin with the quantitative data. Looking at your native analytics you will consider the issue of your best content and the most involved groups. Getting these numbers handy will help you decide where platforms and content development should be concentrating your resources.

Start looking beyond data at what separates the social media strategy from the crowd. Was that your very own visuals? Statement, and captions?

It’s not a matter of black and white to work out your artistic talents, but looking at your top performing posts will give you some ideas. You can also track your references to see what consumers think about your product, service or brand.

Identifying weaknesses

All right, for the not-so-fun part now.

Determining your shortcomings is a critical component of looking critically at your social interaction and finding out where you can get better. Start by doing the following:

  • Channels are you struggling with when it comes to commitment or growth?
  • What previous social media campaigns have resulted in a loss of time and/or resources? What went wrong?
  • What qualities do the rivals have? What is causing them to receive positive outcry and what is driving their negative ones?

In addition, tracking hashtags and social listening will indicate you in discussions that result in your audience’s appreciation or criticism. Keyword monitoring is a good place to start if you want to know how your clients feel about you and your competitors.

Identifying opportunities

To decide whether a campaign is worth it or not, you need to weigh the benefits against the risks.

You will need to key in on customer metrics that indicate with your presence you should be doing more. Starts with:

  • Read consumer feedback and concerns about products and promotions that they are interested in.
  • Look at the rivals and other industry players to see which outlets they are using and which marketing channels.
  • Assess your existing social media lead generation and ROI: What basic metrics do you want to improve?

Such responses will point you up to what’s next, eventually helping your social profile evolve from a stale.

Ready to conduct your own social media SWOT analysis?

SWOT may sound complex on the surface, but the idea is straightforward: take a closer look at your strengths, vulnerabilities and opportunities before moving a new strategy forward.

Everything you can do to set better expectations and offer more meaning to your social presence is a bonus. This is just what SWOT analysis does.

If you are trying to do a SWOT analysis on social media, your head is in the right place. You can start it ASAP with the measures outlined above!