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, on- trend 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-the- scenes 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)

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SOCIAL MEDIA STRATEGY

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