Final answer:
The initial step in a SWOT analysis for an online social media plan involves defining the subject and gathering sufficient information, which includes internal data about strengths and weaknesses, as well as external data about opportunities and threats.
Step-by-step explanation:
The first step of conducting a SWOT analysis for an online social media plan involves gathering comprehensive information about the current situation. This involves identifying what is already known about your social media presence, including analyzing existing data, research, and any anecdotal evidence that might impact your strategies. You will need to establish a clear understanding of your social media strengths and weaknesses from an internal perspective, and the opportunities and threats from an external viewpoint.
To get a solid start, define the specific subject of the SWOT analysis, such as a particular social media campaign or the overall social media strategy of the company. Determine what you already know and identify gaps in your knowledge that need further research. This could include a deeper understanding of your audience's preferences, the competition's strategies, your own resources, and the latest trends in social media marketing. Consider utilizing tools like surveys, interviews, analytics platforms, or conducting market research to gather necessary information.
Upon defining your subject, set objectives on what you want to learn. Establish clear goals using the 5 W's - Who is involved, What do you want to accomplish, Where will you need to go, When will this need to be accomplished by, and Why are you wanting to do it. These elements will help you to conduct a thorough analysis and make informed decisions about your social media plan.