Final answer:
Rylee should first complete an assessment of the company's current social media status to inform the SWOT analysis. This includes analyzing the effectiveness of past strategies and understanding the current online brand perception.
Step-by-step explanation:
Before conducting a SWOT analysis of the online social media plan, Rylee should have completed an assessment of the current social media status, including metrics that reflect the company's existing online presence and engagement. This initial step involves gathering data on how the company's brand is currently perceived online, what strategies have already been implemented, and how effective they have been. Such a review sets a foundation for organizing the SWOT analysis effectively by providing context and a baseline against which to measure strengths, weaknesses, opportunities, and threats.
Moreover, it's essential for Rylee to understand that social media is a tool for conversation, and forming a strategy needs an appreciation of how to engage audiences with the right tone and content. Taking cues from effective communicators on social media who employ vulnerability, understanding, analysis, and evaluation can be beneficial. Doing so will ensure an informed and strategic approach to optimizing the company's social media plan.