SWOT Social Media Analysis
Manuel Pozas
Katherine Jackson
Daniela Monnott
Christopher Pendas
BACKGROUND INFO
• Target Corporation (NYSE TGT) is an upscale
discount retailer that provides high-quality, ontrend merchandise at attractive prices in clean,
spacious and guest-friendly stores.
• Target has:
–
–
–
–
–
1,799 stores in the United States
38 distribution centers in the United States
347,000 team members worldwide
online business at target.com
global locations in India
COMPANY CULTURE
• Target remains committed to its legacy
of responsible corporate citizenship,
ethical business practices, environmental
stewardship and generous community
support.
• Our guests
–
–
–
–
Median age of 40
Median household income of approx. $64K
Approximately 43% have children at home
About 57% have completed college
SOCIAL MEDIA SWOT
• While tradition use of the tool is more commonly
discussed, social media is also highly benefited by
SWOT analysis.
• SWOT analysis is only a basic and straightforward
model which assesses a company thoroughly. The
strengths and weaknesses are associated with
internal efficiencies. Organizations have any
control over these. Opportunities and threats are
external factors. These are elements you have no
direct control over.
STRENGHTHS
• Target social media engagement has been trending
upward all year, driven largely by an increase in Likes on
brand posted content.
• Targets social media strengths
include:
 Target's online magazine "A Bullseye
View”
 Use creative social media programs to
tell Target's story
 Use social media as a real time response
tool to create conversations.
 Using customer interaction to increase
sales.
STRENGHTHS EXPLAINED
• Its online magazine "A Bullseye View" is a lifestyle publication
that focuses on improving the well-being of its customers. The
publication also introduces items that can be purchased from
Target to accomplish the variety of home improvements,
recipes, and fitness tips it provides.
– Links to the magazine are posted on a weekly basis on all
their social media sites.
• It also gives readers a unique behind-thescenes look at Target's most exciting
partnerships, events, and innovations.
• Social is used to push out this content,
mixing two marketing strategies to achieve
higher brand awareness and loyalty.
STRENGHTHS EXPLAINED
• Target's main focus on social media isn't to "sell, sell, sell." The brand
takes the approach that social media should be used to advocate for
your brand and make people love it. Spreading brand love and growing
brand loyalists are two huge focuses for Target's social strategy.
• Instead of the traditional social media sell, Target wants to drive
people in stores by offering discounts, new offerings, and holiday
products on its social channels.
• Putting the brand out there without a hard "buy this now" attitude is
essential to piquing consumers' curiosity and leading them down the
purchase funnel.
STRENGHTHS EXPLAINED
• Target effectively uses its social media
sites to not only promote its products
but interact with its customers
• Many brands treat Twitter as merely a
high volume digital coupon dispenser.
Instead, Target takes advantage of
Twitter’s instant response to create
truly interactive fan contests
• For example: To publicize the recent
release of the Hunger Games on DVD,
Target used Twitter to conduct a live
national trivia contest. Followers had
the chance to win Hunger Games
related prizes by being the quickest to
Tweet (as shown in image)
WEAKNESSES
WEAKNESSES EXPLAINED
WEAKNESSES EXPLAINED
WEAKNESSES EXPLAINED
OPPORTUNITIES
OPPORTUNITIES EXPLAINED
OPPORTUNITIES EXPLAINED
OPPORTUNITIES EXPLAINED
THREATS
THREATS EXPLAINED
THREATS EXPLAINED
THREATS EXPLAINED
SOCIAL MEDIA STRATEGY
REFERENCES