Social Media SWOT Analysis Guide for 2024

Social Media Analytics

SWOT analysis is like that corporate buzzword everyone knows of but rarely puts into action.   

However, it is what helps you strategically plan upcoming actions and puts your current performance in context with competitors.  

That’s probably why social media managers or marketers are often tasked with running social media SWOT analysis for any client before beginning a new project.  

If you’re also stuck in the same situation and have zero clue of how to proceed, you’ve landed at the right place!  

In this article, I will walk you through the complete social media SWOT analysis process along with an example! 

What is Social Media SWOT Analysis?

Social media SWOT (strengths, weaknesses, opportunities, and threats) analysis is a detailed framework that gives an overview of your business’s current social performance against competitors. Additionally, it also helps you spot any growth opportunities and adjust the marketing strategy accordingly to maximize your potential. 

You can conduct SWOT analysis for the entire organization or for a specific internal department or an ongoing project.  

What are the Four Parts of a SWOT Analysis?  

SWOT analysis is usually performed in a grid-like structure with four quadrants and answers various questions. Here are the different parts that make up the entire analytical process:  

What is your company doing right? What are the competitive advantages?   
What negative attributes do you need to focus on to reach your objectives? What shortcomings should you first work on to get positive results?  
can you leverage external factors that will benefit your organization? What particular market trends should you capitalize on? 
What external factors can negatively impact your results?  How can you minimize the damage?  

Now, let’s consider some examples for the answers you might get after social media SWOT analysis:  

  1. Strengths: Engaging content, strong brand reputation 
  2. Weaknesses: Limited promotional posts, lack of engagement 
  3. Opportunities: Influencer partnerships, upcoming festive season 
  4. Threats: Algorithmic changes, negative user feedback  

Importance of SWOT Analysis in Social Media?

Cool, now that you know what SWOT is, you see how it is a pretty straightforward business tool! It basically puts your social performance in perspective and gives you directions for future strategy planning.  

However, it can sometimes be tempting to skip the social media SWOT analysis step and rely on your intuition. I’d recommend not doing that. Here’s why:  

  • You can set realistic goals for the upcoming year.  
  • Social media SWOT analysis helps you know what has worked well for you and your competitors in the past.  
  • Gives you a rough idea of how you can optimize the performance of your newly launched campaigns.  

How to Conduct a SWOT Analysis for Social Media?

SWOT analysis is like an honest assessment of your social media marketing efforts and can be as thorough as you want.  

Usually, you’d need to go ahead with these 6 steps:  

Step 1: Define your objectives

A detailed social media SWOT analysis can bring in a lot of information. Not all of that is going to be useful for you.  

As such, you need to know what your main goal is. Do you want to expand your business or test the market potential of a new product?  

Step 2: Note down your strengths

Find what is already working well for your social media profiles. Are you creating content that is the resonating with the target audience or do you have the benefit of a strong brand reputation?  

You can use free social media analytics tools by Vaizle to get an overview of your account performance and how you’re performing as compared to your competitors.  

CTA for Vaizle Free tool

Step 3: Find out the weaknesses

If you’re anything like me, you’d almost feel like forgoing this step. But trust the process, this is essential for your organization’s long-term success.  

Start by spotting areas where your competitors are performing better and strategies that aren’t yielding any satisfactory results.  

Step 4: Consider opportunities & market trends

Moving ahead, you’re required to consider external factors that aren’t in your control but are going to impact your performance anyhow.  

Find any market trends that can help you gain a strategic edge over your competitors and analyze if you’re missing reaching out to any specific market segments.  

Step 5: Look for any possible threats

This step is undoubtedly the most challenging one and is a ‘what if’ situation. You need to find out what possible market changes are going to impact your business negatively.  

However, I’d advise you not to get too lost in the damage control process before threats have actually the entered the market landscape.  

Step 6: Focus only on what’s important

By now, you must have gathered plenty of information in each quadrant.  

The next task is to delete any pointers that aren’t synced with your social media SWOT analysis goals right now.  

Netflix SWOT Analysis Using Vaizle  

If you’re working with a brand, it is quite possible that you will be asked to conduct a social media SWOT analysis before moving ahead with the marketing phase!  

Using Vaizle’s Social Media Competitive Analysis tool, you can easily conduct a SWOT analysis and gauge the status of current social media performance.

social media vaizle features

For this blog, I am considering Netflix to be the audit brand with two competitors HBO Max and Hulu. 

Here’s what we already know about Netflix!  


  • Netflix has a global brand presence with a strong reputation.  
  • Netflix Originals aren’t available on any other platform, thus giving them a competitive advantage.  


  • Netflix has a rigid pricing structure (limited plans available) that turns away many customers.  
  • The OTT platform is heavily reliant on the North American market.  


  • Netflix Originals can expand to comics, video games, and other content formats. 
  • They can partner with regional markets to get popular across different regions.  


  • Content piracy and account sharing are big issues to tackle.  
  • COVID-19 stopped the production of many original movies and TV series.  

Now, that we have clarified the market position of Netflix, let’s move ahead with our social media SWOT analysis.  

Before beginning, I am adding these 3 brands to the Vaizle landscape. All you need to do is enter the brand name, select their official Facebook and Instagram accounts, and you’re all set to get started!  

Strengths – Where is Netflix performing well?

Let’s first check brand activity and engagement share and check where Netflix is most active right now. 

We can see that Netflix gains most of its brand engagement, i.e., 93%, from Instagram (despite being equally active on both platforms.)  

To conclude:  

  • Netflix has figured out Instagram marketing well.  
  • Compared to FB, engagement per post is higher on Instagram. 

Weaknesses – Are there any areas of improvement?

HBO Max is consistently the most active brand and is utilizing social platforms well to connect with its followers.  

Additionally, Netflix’s video engagement is also down as compared to both the competitors (where Hulu is doing well amongst the selected brands).  

To conclude:  

  • Video engagement is low as compared to competitors.  
  • The brand is currently lacking in terms of user engagement.  

Opportunities – What can Netflix do more?  

Using Vaizle’s segmentation for Top Posts, I can see that Hulu and Max post video clips that gain the most amplification (shares).  

Netflix can also add more content bits or teaser clips that can prompt users to share their posts on their timelines. 

Even for photo posts, HBO Max is the brand with most the engagement and amplification.  

To conclude:  

  • Netflix needs more content snippets to gain more shares.  
  • Compared to Netflix, HBO Max is using more hashtags.  

Threats – What can compromise Netflix’s social performance?  

Given that Netflix has a massive social following (compared to Hulu and HBO Max), their engagement numbers don’t justify this gap.  

Using the Fans Change feature in Vaizle’s Cross Channel analysis, I can see that Netflix’s fans growth in the past few days has been less than that of Hulu and HBO Max.  

To conclude:  

  • Even with fewer followers, Netflix’s competitors are able to gain substantial engagement per post.  
  • Netflix needs more active fans.  


If you’ve never conducted a social media SWOT analysis before, the entire process might seem a bit overwhelming. That’s what I thought so too till I tried Vaizle’s Competitive Social Media Analysis tool to conduct Netflix’s SWOT analysis.  

Hopefully, this guide was able to walk you through the social media SWOT analysis process and gain relevant insights for your future marketing strategies. All you need to do is add a self-brand and selected competitors, and Vaizle will fetch the data in a clear and easy-to-understand dashboard with visual graphs.  

Vaizle now offers exclusive access to all paid features for $1 only. Sign up for the 7-day trial and explore our range of tools — including social media, ad, and competitive SM analysis. Also, try our newly launched Ads to Google Sheet connectors to make your marketing journey insightful. Cancel or change plans anytime.

Frequently Asked Questions

What is SWOT analysis for a social media page?

SWOT analysis for a social media page is a framework to evaluate the strengths, weaknesses, opportunities, and threats of any social media page. Based on this analysis, you can further make data-driven decisions and benchmark your current performance against competitors in the relevant niche.

What are the threats in a SWOT analysis for social media?

Threats in social media SWOT analysis can be anything that is not in your control but can’t negatively impact your performance. A few examples are algorithmic changes, negative comments, or falling industry trends.

What are the strengths and weaknesses of social media SWOT analysis?

Strengths and weaknesses of social media SWOT analysis are positive and negative factors that impact your social performance and are in your control. For example: low brand engagement can be a weakness that you can work on.

What are opportunities in SWOT analysis for social media?

Opportunities in social media SWOT analysis are factors that are not dependent on your actions but can still improve your results.

About the Author

Himanshu Chaturvedi

Himanshu Chaturvedi

Himanshu is an SEO Executive with 7 years of work experience and MBA in Marketing. His core expertise lies in crafting impactful SEO strategies for growing B2B organizations and bringing organic traffic to their social and web channels! He is also a fitness freak with a knack for athleticism and you'll often find him spending his off hours in a gym.

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