Hootsuite and Sprout offer free templates to help you conduct a social media audit for your client or on their competitors.
SWOT stands for:
A SWOT analysis is used to evaluate the relationship between an organization’s internal resources (strengths and weaknesses) and external possibilities (opportunities and threats) to aid in making informed choices about which actions to take to increase an organization's ability to achieve its goals and objectives.
A key element to your SWOT and Social Media Audit will be to identify your client's competitors and compare their social media strategy and performance with your client's existing plan. Searching the web using Google or another search engine involves finding the right search terms, much like searching in library databases. Try one term, read the results you find and take note of other search terms you see.
For example: You might look up "green cemetery" and find out they are also called "green burial grounds" or "natural burial grounds." You will see other potential search terms like "death care" or "funeral planning" or "exit parties." Be sure to try a variety of search terms when looking for competitors or others in similar businesses to your client's business.
Look at other non-profit and for-profit organizations (perhaps volunteer-based) who provide programming, social interaction & events for the elderly in the Boston area. Keep track of various terms used: seniors, elderly, aging, etc.
Possible examples:
Look at other "green burial" or "green cemetery" options in New England. Some are called "hybrid" in that they have traditional tombstone areas and green burial options. Try the US Funerals Online Green Burial Directory for "natural" or green burial grounds. There are many different terms used to refer these cemeteries, so be sure to note them when you see them to use for searching for information later.
Possible examples:
This is a state-run nursing home which puts it in a different category than private nursing homes. You might look at the county nursing homes that exist in New Hampshire as well as other states' veterans nursing homes for some comparisons. The private nursing homes might have more funding and incentive to use social media more extensively and in creative ways, so looking at a private competitor might be helpful as well.
Possible examples:
This organization is a local group (Framingham) that is part of a state group (Massachusetts) which is part of a national group, so it will be a bit more complicated to find "competitors" in the strict sense of the word. You will want to look at other LWV groups in surrounding towns (and their LWV websites and level of activity) as well as voter advocacy groups in the Boston area to familiarize yourself with how they work, specifically how they use social media to accomplish their goals.
Possible examples: