Step 5: Your Readiness to Engage

Your Internal Social Media Audit (Step 4) should be followed by an evaluation of your organisation’s readiness or preparedness to engage with social media.  To help you determine this we have created a very simple diagnostic tool – a Social Media SWOT Analysis if you like – which we would encourage you to download and work through.

Evaluating your Readiness to Engage involves identifying the relevant Strengths, Weaknesses, Opportunities and Threats for your organisation. You should look to answer the following 4 questions, “to achieve Social Media Success…

How will we leverage our STRENGTHS?
How will we overcome our WEAKNESSES?
How will we realise our OPPORTUNITIES?
How will we alleviate our THREATS?

To help you determine your readiness to engage we have created a simple diagnostic tool which is available for download, in Excel .xls and .xlsx formats:

Step5 Assessing Your Readiness to Engage SWOT (.xlsx Dropbox link)
Step5 Assessing Your Readiness to Engage SWOT (.xls Dropbox link)

The tool has pre-set lists of Strengths (S), Weaknesses (W), Opportunities (O) and Threats (T) to pick from. There is also the ability to add your own SWOT criteria. The tool will capture your results on one page and allow you to add your answer to each of the four questions, as detailed above. We would encourage you to download and use this free tool as you develop your Social Media Strategy.

We have deliberated over some of the factors that should be considered as Strengths or Weaknesses and Opportunities or Threats. We have had to rationalise our initial long-lists whilst trying to choose criteria that make sense and that make the tool workable. See our compiled lists below.

To some extent, there are no right or wrong answers but we would be interested in your comments  – what other factors might you consider and why?

Strengths or Weaknesses

  • Brand perception amongst customers and staff
  • Level of buzz about brand, products or company
  • Market position
  • Degree of openness, empowerment and innovation
  • Ability to Adapt and React
  • Customer-focused
  • Size and Strength
  • Ability to Leverage
  • Level of Engagement in Social Media
  • Current approaches
  • Senior Management buy-in
  • Vision and Strategy for Social Media
  • Staff devoted to Social Media, leaders, champions
  • Available tools and resources for Social Media
  • Organisational support

Opportunities or Threats

  • Image and Reputation
  • Intellectual Property
  • Libel Laws
  • Competition and New Entrants
  • Market Value and Size
  • Global and Local Economies
  • Social Media Behaviour: View, Comment, Share
  • Social Media Demographics
  • Customer Empowerment
  • Customer Brand Advocacy
  • Crowdsourcing
  • Social Media Platforms
  • Cloud Computing and Software as a Service
  • Mobile Computing
  • Open Source Software

As always, your comments are most welcome.

Many Thanks
Alan and Jim

P.S> Step 6 to follow. Stay Tuned!

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About Alan Stevenson

Over the last fifteen years I have split my time almost equally between Developing Digital strategies for public and private sector clients and helping organisations visualise, specify, plan and optimise technology-based solutions within their organisation.
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4 Responses to Step 5: Your Readiness to Engage

  1. Joe Buhler says:

    Great series of very useful articles. The link to the two Google docs returns this error: Sorry, the page (or document) you have requested is not available.

  2. Alan Stevenson says:

    Joe, thanks for this. I have reposted links this time using Dropbox. Please let me know if you have any issues. For some inexplicable reason, WordPress does not support .xls format therefore I am having to host these files elsewhere.


  3. Joe Buhler says:

    Alan, Thanks. Now works perfectly.
    Congratulations on a great series on social media. Our thinking is very much aligned here.



  4. Pingback: Step 6 (Post 1): Social Media Strategy Development and the Balanced Scorecard « Energise2-0

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