SWOT Analysis

SWOT stands for Strengths, Weaknesses, Opportunities and Threats. It is a communication and marketing tool that existed before social media. In the third edition of her book, “Social Media for Strategic Communication: Creative Strategies and Research-Based Applications” (2025), Karen Freberg applies it to social media with the addition of a fifth component: Strategic Implications. This tool is used to explore a variety of components to ascertain the current health, challenges and potential of an organization and apply that knowledge to a strategic direction for the organization.