Social Media
SWOT Analysis
Strengths
Quick & accessible
Simple but powerful
Most free so cost effective
Can be in real time
New market reach
Resources – time & manpower (can respond quickly &
effectively)
Direct contact with audience (almost face-to face)
Allows for conversations (deeper engagement &
relationship building with audience)
Leverage of reaching more and more people with less
effort
Human factor – brand can becomes more human –
there’s someone behind twitter/facebook
Build strong, long term relationships through online
social networking, at a faster pace than just relying on
traditional face-to-face networking
Opportunities
New targets/markets previously untapped
Can utilise promotions and discounts
Communication channel
Being present – if you are in an interactive environment
like social media, opportunities for engagement,
conversion & clarification are countless. (Connect with
people that already utilise your service but also recover
Weaknesses
Difficulty maintaining a campaign
Lack of tools to track results
Effort vs results: balance effort put into social media
against the results obtained.
Ever-changing environment: Because continuous
change/improvement, this means that have to adapt
effectively and promptly.
Consistency: Engaging with your audience at a direct level
means more efforts in terms of keeping a consistent
message (e.g You may get away with not advertising in
plugged for example but if you develop a following online,
you just can’t disappear all of a sudden.)
Making up for mistakes: The time frame to correct errors
that affect your audience is less. Because you are heavily
exposed, you have to take action more promptly than if
you weren’t (especially if people are having conversations
about you, you will have to engage and clarify)
Threats
Privacy
Ethics
Accountability
Heavy exposure – good and bad
Your ‘social media officers’ have to remain human. Whilst
being an opportunity also a threat as during conversations
humans can make mistakes & your following will notice.
unsure prospects & build relationships). Results in your efforts having to increase as the audience
To develop a following/audience that auto-nutures itself, (the students) are a step ahead.
your following may become your best sales people. People judge – mistakes are noticed & you will be exposed
Talent – because of possibilities of exposure, future – must be ready for prompt action
talent in the shape of volunteers, employees, services
will come your way – connecting.
Reach out to groups traditional media didn’t allow - new
relationships, valuable feedback that can help you
develop more intelligently.