Mapping a Social Media Campaign Gone Awry, in BigPicture

In the BigPicture Example Series, we’ll show you different ways you can make BigPicture work for you.  All these examples come with your copy of the BigPicture software, which you can try free here. Get BigPicture today and start playing with these fun and informative example models. The possibilities are limitless!

This example is based on the Harvard Business Review case study “When the Twitterverse Turns on You,” published December 11, 2013 on the HBR Blog Network. In the case, an airline reacts to a social media campaign gone awry. The airline has suffered a string of negative publicity lately and has launched a contest on Twitter as a way to reboot its image. Unfortunately for the marketing team, the Twitter campaign has become an outlet for some extremely negative feedback as well as positive. The decision-makers are now faced with a dilemma: how can they avoid yet another PR fiasco while simultaneously meeting the needs of the loyal contest entrants? The situation is complex and common: How should a company respond to the press? At what point do they cut their losses? How should this or any social media campaign be managed? What is the long-term goal versus the immediate need?

BigPicture allows you to characterize and visualize different aspects of a situation like this — one that is multi-facted and rapidly changing. BigPicture’s Excel platform and click-and-drag interface make it ideal for collaborative exercises involving multiple decision influencers; everyone on the team can share, edit, and understand BigPicture maps.


Plus, the flexible features of BigPicture’s directional connectors help show and label the myriad relationships between different elements. Other features such as color-coded topics, pictures, and expandable/collapsible topics allow teams to grasp the issues at hand and plan the best strategy.


To explore the map, try BigPicture for free and open “Example Spreadsheets” in the BigPicture Help tab. To better understand the example, review the case study from the HBR Blog Network.

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