Social Media Strategy Map: How to find your way

Calling all Balanced Scorecard practitioners and strategy executives, here is a Strategy Map to guide the Social Media / Social Business initiatives within your organizations. After Leader Networks developed the strategic frameworks for social media at more than 40 companies, including many large enterprises, we sat down with pen and paper (literally!) and pulled our approach and methodology into a Strategy Map.

(double click image to download)

This is, of course, a generalized Social Media Strategy Map that will need to be adapted to your company’s goals and objectives. However, it is a great starting point for applying the Balanced Scorecard approach to Social Media and Social Business.

For those who are curious, a Strategy Map is “a diagram that is used to document the primary strategic goals being pursued by an organization or management team. It is an element of the documentation associated with the Balanced Scorecard, and in particular, is characteristic of the second generation of Balanced Scorecard designs. … The first diagrams of this type appeared in the early 1990s, and the idea of using this type of diagram to help document Balanced Scorecard was discussed in a paper by Kaplan & Norton in 1995 [1].” See the rest of the Wikipedia entry for more information.

There are many strategic tools and frameworks available for describing and optimizing business processes, such as The Lean Enterprise Institute , Six Sigma, Business Process Reengineering and many others. Each takes a different approach. Over time, Leader Networks will be developing social business tools in support of other premiere management systems. We began with the Strategy Map because of our work with Palladium Group — run by Drs. Kaplan & Norton, the fathers of the Balanced Scorecard — which helped us become well-versed in this particular methodology.

No matter what management system your organization embraces, the important task is to develop the strategic intentions for social business and social media, and align this strategy with your operations. It is time to expand our understanding and use of social media from marketing tactics into a higher, broader strategic initiative. What other efforts in your organization have the potential to transform customer relationships, product or service innovations, reduce costs and increase shareholder value? Isn’t it time to start thinking strategically about Social?

Please take this Strategy Map and share it across the C-Suite; improve upon it, adapt it, exercise it and put it to good use. As you do, please be sure to share yours with us. You can post it here or share it with us privately (partners at leadernetworks dot com). Either way, we will be happy to give you feedback.

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Vanessa DiMauro

Vanessa DiMauro is the CEO of Leader Networks. A pioneer in business-to-business community building, Vanessa has been creating successful online communities and networks for more than fifteen years. Vanessa is a popular speaker, researcher and author on the topics of online communities, social and professional networking, and Web 2.0 for business. With a research background, Vanessa takes the approach of a cultural anthropologist to help businesses effectively use social media to get closer to their customers, generate revenue, innovation and tangible ROI. She has founded and run leading online professional communities such as Cambridge Information Network (CIN) for Cambridge Technology Partners, Computerworld Executive Suite and CXO Systems' Peer Visibility Network. She consults with many organizations on Web 2.0 for business and has a blue chip client list which includes Cisco, Cognizant, EMC, LexisNexis, The Palladium Group and SAP. Vanessa DiMauro was recently named a 2009 Research Fellow for the Society of New Communications Research and also serves as an Executive- In-Residence at Babson College, for the Olin School of Management. Women in Technology International (WITI) named Vanessa DiMauro one of "Boston's Most Influential Women in Technology". She holds both a B.A. and an M.A. from Boston College. 

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  2 comments for “Social Media Strategy Map: How to find your way

  1. October 4, 2010 at 12:36 pm

    Wonderful map!

    From personal experience with my blogs and webzine, and professional experience with clients. I would actually “blow” items 11 and 12 way bigger. Content strategy is the real problem. Building content takes a lot more time than anyone think, plan and budget for.

  2. October 4, 2010 at 7:51 pm

    Stephanie,
    thanks so much for your comment and positive feedback on the map. I appreciate it. Yes- completely agree that content strategy is often a real problem and where much of the hidden costs – staffing and content creation remains. Also there is a real culture shift around the organization’s ability to think about and facilitate user generated content that also is often overlooked. Thanks for calling out this very important aspect of social media strategy because, as I am fond of saying – people come for content but stay for community!

    best
    Vanessa DiMauro

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