Part 1 – Social Media SWOT
A traditional SWOT analysis is a basic marketing tool used to assess a brand’s position in the
marketplace and/or to give a “snapshot” of the current situation of the brand. It may be defined as,
“The systematic collection and study of past and present data to identify trends, forces, and conditions
with the potential to influence the performance of the business and the choice of appropriate
strategies. The situation analysis is the foundation of the strategic planning process. The situation
analysis includes an examination of both the internal factors (to identify strengths and weaknesses) and
external factors (to identify opportunities and threats). It is often referred to by the acronym SWOT.”
(American Marketing Association, www.ama.org) A social media SWOT is intended to analyze the same
attributes regarding social media strategy.
First, pick a class-appropriate brand. List the brand to be analyzed, Brand mission
statement/values/social media policies and Social Media currently utilized by the brand.
Then, research and analyze the brand’s social media situation. List at least 3 under each component and
• Strengths (internal)
• Weaknesses (internal)
• Opportunities (external)
• Threats (external)
Part 2 = The Social Media Zones
Based on this situation analysis, consider the most effective social media mix. Remember from Chapter
1, the social media zones are ways in which to develop an effective social media mix.
Formulate a summary of the brand’s social media zone activity.
Part 3 – The Experience
Based on the SWOT and the Zones and using the nine questions The brief should be no longer than 1
1. What are the campaign goals and/or communications tasks?
2. How is the brand positioned?
3. Who is the target audience?
4. Is there another group of people who can persuade the target audience to follow them?
What are the existing creative assets? How can the brand’s creative assets foster a social
5. How can we integrate with other branded media being used by the organization, and how long
do we have to execute?
6. What experiences are possible given target market needs and motives, the available channels,
and the creative assets?
7. What content will be needed?
8. How will experience engagement be extended and shared throughout the social channels?
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