Strengths: What are your client's strengths, generally and on social media (i.e. what do they do well on social media, what platforms are they on, etc)? What resources does your client have to contribute to social media planning (i.e. money, time, etc)? Which audiences are they already communicating with? Weaknesses: What aspects of social media is your client not good at (i.e. lack of SM presence, bad content, inconsistent posting, etc)? Are there audiences they need to reach and aren't? Opportunities: What are the client's goals and how can SM help meet them? What are potential avenues for reaching a bigger audience? Threats: Who is the competition? What platforms are they on and what is their presence like? Are they connecting with audiences better than your client? Are there other external threats to your client's image SWOT analysis