This document provides instructions for an assignment to conduct a SWOT analysis of the social media strategies of two competing organizations. Students are asked to complete a SWOT table for each organization with at least two items for each category: strengths, weaknesses, opportunities, threats. Additional questions require students to identify the social media platforms observed for each organization, what was learned from the SWOT analysis, which organization is doing better at social media, and any changes that would be made if working for each organization. Students also need to conduct keyword searches on Meltwater for both organizations, and include charts showing top trends and sentiment, answering related questions for each organization. The assignment will be graded on various criteria including grammar, completion of tables, separate analyses

1. © 2016 Michelle Groover
Social SWOT
Georgia Southern University
For this assignment you will select two organizations which are considered to be competitors and
will conduct a SWOT for each looking only at how each organization uses social media (each
organization may not use the same platforms, and that is fine and could possibly play into one
part of your analysis). You must have a minimum of two items per category. Your assignment
must be set up as a table (see below). There must be a separate table for each organization and
clearly label which organization is being evaluated.
Organization: (list organization name here)
Strengths Weaknesses
Opportunities Threats
In addition to completing a SWOT for each organization, list the following questions followed
by your response (in complete sentences):
 Which social media platforms did you observe for each organization?
 What did you learn about each organization through this SWOT analysis?
 In your opinion, which organization is doing a better job of using social media? Why?
 If you worked for the organization, what would you change and why? (answer the
question addressing if you worked for both organizations)
Next, using Meltwater, create a social search for both organizations (and the corresponding
dashboard). List the following questions followed by your response (about each organization)
and include the chart (as an image) requested in your response:
 What keywords did you include in your search?
 What is the timeframe of your search?
 What is the top trending theme? Include the chart in your response.
 What is the sentiment for the organization? Include the numbers and the chart in your
response.
 In your opinion, upon reviewing the sentiment for each organization, which quadrant
would it fit in the chart above?
Your assignment will be graded on the following criteria (see rubric on Folio):
 Grammar and spelling
 Minimum of two items per quadrant
 Analysis is set up as a table (as shown)
 Separate SWOT table for each organization being evaluated
 Discussing the questions in complete sentences for both organizations
 Including the requested Meltwater charts
When saving your file, use your last name. For example: Groover-SocialSWOT.
Submit the document via the proper Folio Dropbox.

2. © 2016 Michelle Groover
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