Using a SWOT Analysis for Your Social Strategy & Assessment Checklist
Your social strategy is dependent on your competitive advantage. Before you implement a plan, use a SWOT analysis to determine your strengths, weaknesses, opportunities, and threats. By examining each aspect individually, you can promote your brand effectively with purpose.
What can you offer that goes above and beyond your competitors? Define your UVP.
There will be services that set you apart from others within your industry, outline the benefits of using your services. To learn more about developing your UVP, read our blog post, Why You. Go.
What could you be doing better on social media? Is there anything about your branding that you do not like? Analyze the areas of your brand that are underdeveloped, or could potentially be outdone by a competitor. Find the areas that you need to improve and work on minimizing weaknesses.
Where do you see room for defining your brand on social media? Maybe there is another platform that you are passionate about using? Whatever channel the opportunity comes through, make sure that you’re thinking outside the box to find ways to connect with your audience in new and creative ways.
How might your message be misunderstood? How visible are your accounts with a simple incognito google search? There might be a place you’re missing potential clients. By acknowledging risks, you can prepare to adapt and accommodate changes to protect against external brand issues.
Your Insights Tab Should Influence Your Social Strategy:
Data should back the strategy you choose. If you’re going to post a specific type of content, make sure that it performs well and has engagement. Not all of your business content will perform well, but make sure that it falls into a category that connects with your audience. Try out different types of posts and evaluate which serves the purpose of your brand the best. As time moves on, you will need to adjust your strategy to adapt to change, but your framework can stay the same.
It’s easy for information on the internet to be inconsistent; when you change any information in one location, it needs to be updated everywhere else. If your information does not match across the web, your SEO ranking will decrease because the results are inconsistent.
A common mistake is having outdated contact info on your social media, incorrect link in bios, mismatched logos/profile images/banners, or not using the same bios on different platforms.
Get in the habit of keeping track of all your digital assets – whatever public accounts you have, must be updated. When you need to change something, go through your list and make sure you made the change across the board.
After you’ve established your SWOT analysis, it’s time to start assessing your social strategy to prepare to build your social strategy.