SWOT (strengths, weaknesses, opportunities and threats) analyses are a staple of the business world. They enable business entities to understand their Strengths, Weaknesses, Opportunities, and Threats. Such analyses drive businesses to strategically chart their business direction more effectively as they cultivate the customer loyalty that is ultimately crucial to their bottom line.

In a somewhat similar manner, a SWOT analysis of social media in libraries will give libraries the opportunity to use such media to develop a dynamic relationship between themselves and their users; they have the potential to produce more user-centered libraries that are constantly evolving to maintain their relevancy as they compete with other online resources. Such an analysis will allow librarians to take stock of their strengths and weaknesses, internal factors over which they have some leverage. It can be used to justify the use of social media to library management. The analysis will also allow librarians to recognize the opportunities that are out there that they can take advantage of, make them aware of the threats that they might face when they get into the Web 2.0 realm, and help them respond accordingly. This is a generalized SWOT analysis: You may want to adapt it to your particular circumstances.

STRENGTHS

• Social media sites are usually freely available.
• They are easy to set up and ready to use almost immediately.
• Libraries can reach out to their clientele at large in the shortest time and in the most efficient manner.
• Users are able to contribute their own ideas about services and resources for libraries to consider.
• Social media allow librarians to think outside the box.
• Site administrators have some control over the content of their social media.

WEAKNESSES

• Social media tools have design constraints.
• Some social media have limitations on the amount of information you can input.
• Libraries may be exposing themselves to criticism.
• Some social media require downloading, which can be a problem in some organizations.

OPPORTUNITIES

• Social media are excellent opportunities for librarians to market their services and collections to their clientele.
• Such media enable libraries to reach a wide range of their users and to attract new users.
• Libraries have the opportunity to hear from their users about the kind of services they want.

THREATS

• Social media may be open to unsavory elements that can sabotage social websites in many ways.
• These sites are usually beyond the control of the librarians who manage them.
• Social media users can easily unsubscribe at the click of a button.

Source: Online, September 1, 2009