A social strategy map is a visual representation of an organization's strategy broken down into rows called perspectives. The strategy map concept was initially developed by Harvard Professor Robert Kaplan and David Norton. After I had successfully used strategy maps for many years at Fortune 500 companies, I modified the strategy map concept to work for social media marketing and began using it with clients; including one of the world largest privately owned companies. This site is dedicated to sharing and building out the social strategy map model to help social strategists and business executives understand the direct link that social media and consumer engagement have to an organization's financial objectives.
Before you build your consumer engagement strategy your have to understand the objective and rules of the game. You also have to know who you are playing. So lets spend some time talking about the objective and rules of the Social Media Marketing game.
As explained in the early post, a strategy map is a visual representation of an organization's strategy broken down into rows called perspective. Within each perspective row are found the corresponding strategic business objective. The perspective rows are layered to indicate strategic support. Upward facing arrows connect objectives to show cause & effect dependency.