Mapping the Great Beyond: Identifying Meaningful Networks in

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MAPPING THE GREAT BEYOND 13 with links to many of the commentaries, were available after the event on Twitter via #g2g. 15 Equally, MountainRunner’s earlier commentary on Dipnote picked up by Zenpundit among others, poses some important questions about the agility of current government users when using such a format. 16 The U.S. Department of Defense certainly seems to be leading the way in blogger engagement, while the U.K.’s Foreign Office blogs (including comment on Gov2Gov) is also starting to feel their way. 17 While Stephen Hale effectively admitted he could neither understand who read his blog nor find an online community discussing digital diplomacy (an unfortunate confession from the Head of Engagement, Digital Diplomacy, given the ease with which most bloggers in the field could complete this task), for the most part the FCO blogs are better than nothing. 18 I do, however, have to share MountainRunner’s assessment of the situation, and add that the current approach is too restrictive of staff rather than allowing them to take part in a genuine conversation during these still early steps into an environment dominated by human voice rather than corporate monotone. As the Cluetrain Manifesto puts it: They will only sound human when they empower real human beings to speak on their behalf. 19 Interaction online presents the opportunity and demand for genuine engagement, not just information dissemination; it is time to make the most of this opportunity for engagement, through both a culture shift and embracing the tools available. The Alliance for Youth Movement Summit, Exchanges Connect and the Democracy Video Challenge provide some examples of the attempt to use social media, they are however based on interaction through a centralized network. 20 However, many Public Diplomacy organizations have not gotten that far (and equally a centralized approach may not be the right direction for all of them either).
14 MAPPING THE GREAT BEYOND Invisible conversations If staff are limited in the ways they can engage with individuals, particularly in the means of communication, conversations will continue without them and the ability to listen, engage or influence those interactions will be lost. It is also becoming increasingly clear that, beyond the cultural/bureaucratic limitations identified by MountainRunner, some organizations conducting Public Diplomacy are limiting the access their staff have to spaces or platforms, while others who may have access are actively discouraged from doing so at work. 21 These platforms include Skype, YouTube, Facebook and vkontakte, as well as other regionally successful platforms highlighted by Vincenzo Cosenza in a recent mapping exercise and shown in Figure 3. 22 Figure 3. World Map of Social Networks Other organizations are using “nanny net” software to block sites; my own blog has been blocked by at least one organization’s software that categorized it as “Occult” or “Substance Abuse” (not a great loss to the world admittedly, but what other more important things is it blocking?). 23 The effect of these restrictions is to limit the conversations in which PD practitioners engage, or of which
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