Mapping the Great Beyond: Identifying Meaningful Networks in

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MAPPING THE GREAT BEYOND 17 analysis noted above may cost more than the entire project budget. An additional advantage is that these tools can be used by people who have very little prior knowledge or training. Tools Among the many tools on the Web, the following are three possibilities for public diplomats to consider, using the network of bloggers about Public Diplomacy as an example: 1. Find the hub points in a network that are collecting or aggregating information and ensure they are receiving your information (either through linking, in the hope of tracking back, or direct contact— which may or may not be successful depending on the particular culture). How? Some of these hubs can be found through Conversation tracker (blogpulse)—for example, a quick search for “Public Diplomacy” will likely provide a couple of insights. 27 Results will depend on the search parameters set, but most likely they will demonstrate which sites regularly continue a “conversation” through linking to pieces posted by others. This may take the form of commentary or providing content aggregation (e.g. John Brown’s Public Diplomacy Press and Blog review). 28 This will demonstrate a particular type of hub within the network. Chances are others are using these sites as a place to find aggregated content, and as such they represent a useful point at which to engage the network.
18 MAPPING THE GREAT BEYOND 2. Understand how search engines see the Web. This has the advantage of providing a particular perspective on how pages or places relate to each other online. The downside is that this is certainly not a complete picture, but as many people are guided by the way search engines see the world, it is a useful insight. Specifically an individual can understand what else users might be directed to when they search for a particular term, and what may be related to the work of an organization but as yet not recognized by it? This can be a fairly blunt tool at times, but equally can throw up out some useful suggestions of areas in which to engage. How? TouchGraph offers one possibility which “reveals the network of connectivity between websites, as reported by Google’s database of related sites.” 29 Figure 4 demonstrates the connections produced by a search for “Public Diplomacy.” Figure 4. Touch Graph
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