Topics include: Evaluating social media presence, Conducting a competitive SWOT analysis, and using these insights for social media planning.

1. Social Media
Presence and
Competitive Analysis

3. Topics
• Doing brand discovery and competitive analysis
• Using discovery and analysis for strategic planning

4. Doing brand discovery and competitive
analysis

5. We’re here right now
Listen and
Observe
Set Goals for
Social Media
Identify
Audience
Personas and
Brand Voice
Develop Tactical
Strategies and
Objectives
Select
Platforms
and Tools
Plan and Create
Communication
Measure and
Report on
Activities
Learn
and
Adjust

6. Social media presence of a brand at a
moment in time

7. Strengths and weaknesses are in your
control to change

8. Opportunities and threats are external
factors and influences

9. Using discovery and analysis for
strategic planning

10. SWOT-based strategic planning options
W-O Strategy
Try to overcome organization
weakness in current social media to
follow relevant opportunities on the
social web
S-O Strategy
Leverage organization strengths on
the social web to take advantage of
related social media opportunities
W-T Strategy
Create a protective strategy that
reduces chances the organization
social media weaknesses will make
it vulnerable to external threats
S-T Strategy
Try to use organization social media
strengths to reduce its vulnerability
to external competitive threats or
new technologies on the social web

11. My brand’s
advantage
Exploit strongest sources of advantage
My Brand
story
benefit
strength
Our Category
industry
insight
ah-ha’s
The Audience
need
(emotional >
rational)