The document analyzes several social media platforms - Google Plus, Twitter, Pinterest, and LinkedIn - through a SWOT (Strengths, Weaknesses, Opportunities, Threats) framework. For each platform, its key features and functionality are described. Then, its strengths and weaknesses are listed, followed by potential opportunities and threats. The analysis provides high-level overviews of the competitive landscape and business considerations for each social media site.

1. SWOT Analysis
By: Manmeet Singh Buttar

2. Objective
SWOT Analysis of Twitter, Google Plus, Pinterest
and Linkedin

3. Google Plus
Google+ (pronounced and sometimes written as Google
Plus) is a social networking and identity service that is
owned and operated by Google Inc.
It is the second-largest social networking site in the world
after Facebook. 540 million monthly active users are part
of the Identity service site, by interacting socially with
Google+'s enhanced properties, like Gmail, +1 button,
and YouTube comments.

4. Strengths & Weakness
Strengths
Google is the most popular search
engine globally
Large user base (369 Million
active users and growing)
Integrated with all of Google
services including Gmail, Youtube,
Maps, Chrome, Google Play)
More and more services that use
Google as a signing-in service
(one account for many sites)
Google+ experience works
seamlessly on mobile
The user interface is organized
and easy to navigate
Open Google+ API
Direct support for educators
Weakness
Privacy concerns with Google
Services are not integrated into
other hardware/software
manufactures such as Apple and
Microsoft
Still lacks in numbers compared to
Facebook
No access to Google services in
some countries

5. Opportunities & Threats
Opportunities
Google uses mass amounts of
analytics to their advantage in
hosting content and being able to
search that content
Integrating Google+ posts,
profiles and other content into
Google searches would increase
interest in their service
Mobile market continues to grow
very quickly with a large quantity
of that base being Android, which
comes with Google+ and its
services pre-installed
Threats
Facebook and Twitter both stand
poised to increase their market
shares
Many other social networks are
cropping up that cater to their
own country and language of
origin

6. Twitter
Twitter is an online social networking service that
enables users to send and read short 140-character
messages called "tweets". Registered users can
read and post tweets, but unregistered users can
only read them.

7. Strengths & Weakness
Strengths
Gets tons of publicity.
Is a thing on its own
(almost no competition in
microblogging).
It is simple but powerful.
It is 100% social in an all-social
web.
It is free.
Has a strong brand name
already.
Allows other apps to tie in
to a user’s account and
provides secure
authentication for other
applications (OAuth).
Businesses like it a lot.
It is real-time.
It is searchable.
It is totally RSS-enabled.
Weaknesses
Unequal distribution of
tweets. 90% of tweets are
coming from the top 10% of
the users.
Has low retention rate,
approx. 40%.

8. Opportunities & Threats
Opportunities
It can become a dominant
search engine.
It is becoming the biggest social
media marketing tool.
Every site can tie in to Twitter,
making every website instantly
social
It may acquire some of the
desktop clients or the url
shortening services.
It may become the dominant way
for businesses to communicate
with their customers.
Threats
It got too much publicity in a
short time. May get burned out.
It is getting dangerously
spammy.
Has no solid revenue model.
“Fake” accounts, especially for
celebrities, are rampant. It is
difficult to tell who is really who
Paid twitter streams may hurt the
brand image.
Facebook may get even more
tweety and compete face-to-face
with Twitter in microblogging
sphere.
Friendfeed and identi.ca may
grow and steal market share.
Acquisition by a bigger player
(such as Google) may disappoint
early adopters and loyal users

9. Pinterest
Pinterest is an online tool used to share various
articles, webpages, pictures and work that is
interesting to a user. You can follow your friends, or
other users who post items that are of interest to
you, and you virtually “pin” an item onto a board
where you can go and look at it later.
Pinterest launched in March of 2010, and since then
has gained a large following. By January 2012, it
has garnered 11.7 million unique users. It continues
to grow and is the third largest social media, behind
Facebook and Twitter.

10. Strengths & Weakeness
Strengths
Pinterest has an Education
section already set up for
searches
Easy to store ideas and
links rather than storing on
your computer
Easy to share ideas with
people from other areas
across the world
Interface is user friendly
Currently a large following
Visually appealling
Simple to find, save, and
share ideas
Weaknesses
Most current Education
items are literacy and
numeracy based
Most items are for Primary
and Junior students
All items posted have to be
connected to a website
Most items that get pinned
are for Do It Yourself items,
fashion, beauty, or food
Searches are not always
relevant if looking for
something specific

11. Opportunities & Threats
Opportunities
Could have advertising on
Pinterest to earn revenue
Could be made more
appealing to male
demographic
Potential to have more
education links
They have updated their
interface to meet the needs
of the growing number of
journalists using Pinterest,
and could do something
similar for teachers
Creating more sub-categories
for education
Threats
Currently educational
resources are often shared
between people in the
same board
There are websites that
they could link to that often
have teaching resources
available
E-learning/blended learning
courses that are becoming
more popular offer teachers
another resource for
activities
Legal copyright issues

12. LinkedIn
LinkedIn’s (NYSE: LNKD) stock is near all-time
highs. The rapidly growing social media company
has been one of the best performers among
numerous other Internet companies that went public
in recent years. The company is growing rapidly
across the board and building its presence across
the globe.

13. Strengths & Weakness
Strengths
Credible professional
accounts
Popular brand amongst
corporates giving huge
potential
Features help in effective
filtering of searches
Detailing of profile is very
effective Professionals
looking for career growth
seem to be an active part
Useful, and powerful, tool
to promote your brand
Highlights your
professionalism & trusted
professional site
Weakness
Difficult options for
communicating directly
Prone to unverified or
fake profiles

14. Opportunities & Threats
Opportunities
Expanding globally
specially in the emerging
economies
Integrate with IM/Skype
to provide better
communication
Integrate with telephone
operators to increase
reach
Threats
Government regulations
for maintaining privacy
New upcoming
professional networking
websites
Fake accounts and
hacking instances

15. Thank You!!