Big Picture

Definition Big Picture

By the big picture we mean an overall picture that represents a situation as completely as possible and thus enables an overview of the situation to be gained.

Big picture and strategy definition

With the help of the big pictures we can define approaches for social media strategies and assess the impact of strategy approaches.


The importance of a comprehensive overview of a situation cannot be overestimated. Without an overview, we can neither grasp nor fully assess a situation. The problem with the overview lies in its scope and complexity. If we are no longer able to grasp and assign the individual components of an overview, the usefulness of the overview suffers. The same applies if an overview can no longer be grasped due to the sheer volume of information. Ultimately, we need the overview, but we must avoid this overview becoming useless due to being overloaded with irrelevant or less relevant details.

Application in pbsm

Big Pictures for social media options for action

Position in the pbsm strategy process: We use the overview that the Big Picture offers us to map the relevant options for action. These can be all relevant options for action according to content criteria (topic clusters) or according to priority and social media affinity. We can also apply Big Pictures for topics and topic areas according to the vacant or achievable competitive positions.

Use for strategy definition in pbsm: we derive which content we can use to achieve the best desired effect. Effect stands for the company benefit that we can achieve in the respective topics / topic areas overall or selectively – according to priority.

Big Pictures for individual criteria

The Big Picture contains a comprehensive overview. This in turn can make the meaning of the situation for individual criteria more difficult or at least uncomfortable. Especially when we are dealing with a very large number of topics / topic areas, it can be helpful to use a picture reduced to one or two elements / criteria. Below are some examples of the multitude of possibilities for focused / reduced Big Pictures.

The advantage of a reduced Big Picture decreases with the number of focused Big Pictures used. Too many reduced Big Pictures could seem confusing.

The effect of big pictures is important for explaining the impact of strategic decisions on management.

Criteria Statement Benefit
priority and sma  In this big picture we show which subject areas with a certain priority also have a high social media affinity. This makes it easier to identify or show the topics/subject areas that are of particular importance to the company and in which social media is particularly effective. Topics of high priority and high social media affinity are the basis of strategies that are focused on maximum impact, in which we focus on the topics where we can have the most impact with social media.
Priority and scope We highlight the parts of the business model that are supported by the highest priority topics. We recognize whether a strategy that focuses on the highest priority issues supports the entire business model or only a small part of it.
Competitive opportunities and topics We highlight the topics in which we have the best chances of achieving a leading competitive position. This illustration shows which topics a purely competition-oriented strategy should focus on. In other words, a strategy with which we aim for the competitive positions that can be achieved in the competition, regardless of company priorities.
User benefits and competition We show in which topics/topic areas a specific user benefit enables leading competitive positions. In this representation, we can see how far a strategy can go in terms of specific user benefits. That is, which competitive positions we can achieve with it and which topics (with high priority) we cannot secure with this user benefit.
    • Examples of focused big pictures to illustrate the impact of strategy decisions and to support the derivation of strategy versions.

The main benefits of big pictures

  • end of discussions: you can show the direct link between specific benefits from social media for specific parts of the business model.

  • you do a better job: if you can provide the companys top management or your superior managers with this kind of view an information, they get it much faster and are convinced much easier.

  • you demonstrate competence: providing important insights on the point and having an overview on strategic level, you demonstrate strategic competence. This makes you much more valuable.

At the moment, the pbsm is the only strategy model that uses options for action with big pictures.

If you want to use options for actions and big pictures you have to learn to use the pbsm. For this there is a free social media strategy course for the pbsm availiable.

The free social media strategy course

Course content

Social media strategy requires not only social media skills but also strategy skills. And you can’t just acquire both in a relaxed afternoon. You lay the foundations for this skill with a compact course that is reduced to the essentials and that you complete online on your own. (You can get support if you need it.)

  • The social media strategy course includes more than 70 learning units. The pure reading time for the learning units is – depending on your reading speed – 20 to 25 hours. You should hardly allow more than 2 hours of reading time per day.

  • The course includes more than 200 practical exercises. The time required for this is much longer than the pure reading time for the course content.

  • The course is therefore more of a course lasting several weeks – which you complete more or less independently – than a typical online course for the afternoon.


You can take the social media strategy course for free – without proof of qualification or support – or for a fee and obtain the pbsm.strategist qualification. You can find out more about the pbsm.strategist qualification here.

Visit the free social media strategy course