There is so much more to social media and the broader digital landscape than meets the eye. In a world so oversaturated with content it seems nearly impossible to stand out, having a data-backed plan gives a much needed advantage over the competition. In the world of social media, it’s not necessarily quality over quantity (although it might not hurt), but rather, strategy over guesswork. Without performing a SWOT analysis, your plan is rooted in assumptions and hopes, instead of analytic and observed evidence.
What is a SWOT analysis, you may ask? If communications were the medical field, it’d be like your doctor prescribing you medication based on tests and known medication effects, instead of looking at your throat and prescribing antibiotics because it’s assumed you have strep. While the guess might be right, being wrong is risky, wasteful, and overall ineffective.
SWOT is an acronym used in the communications field that stands for Strengths, Weaknesses, Opportunities, and Threats. This framework template of sorts allows one to audit a brand’s digital presence and assess aspects that are both helping and hindering it’s success.
S: Strengths describe what is working well. Strengths should be leveraged and capitalized on. This is where your brand, social media strategies, and audience are aligned.
W: Weaknesses identify internal gaps. These are problems that exist from within the brand. Naming these gaps allows a brand to reboot and reset from the inside, making changes where necessary.
O: Opportunities are untapped external resources and ideas. Are there audiences you haven’t yet connected with? Social platforms you’ve yet to try? Are there trending content formats that should be explored?
T: Threats are outside factors that can impact performance and overall success. Proactively identifying potentially negative forces allows a brand to mitigate harmful impacts or avoid them all together.
In short, SWOT turns data into tangible and actionable direction. A good SWOT allows a brand to unpack and understand where you are, where you want to go, and ultimately, how to get there.
