Mapping the Great Beyond: Identifying Meaningful Networks in

MAPPING THE GREAT BEYOND 33
media, are the result of information flowing through networks. Each
of these networks will huddle around particular places, interests or
behaviors which give the network its specific nature. Recognition
of aspects of similarity (homophily) and coordination effects can
have strong influences over human behavior and the resultant flow
of information. 50 As a result, an organization’s attempt to engage
and influence a community should be conceived in network terms,
as this is the mechanism upon which the flow of information rests.
Considered as a network, information can then be visualized through
network/data mapping to allow timely dissemination of information
to the relevant parts of an organization, to inform their work engaging
with key nodes of influence.
An organization using a network mapping approach can
empower its workforce to identify duplication, validate potential
cost efficiencies and recognize opportunities for information sharing
to multiply impact, scale up programs, and foster best practices.
Network mapping and network analysis may initially appear
abstract. However, they are actually graphical representations of
real world connections as demonstrated earlier through Twitter and
Facebook.
Practical application at the strategic level
While being able to map your friendship network might be of
only personal interest, mapping and visualization of data can result in
significant progress on key issues and challenges for an organization,
corporation or Public Diplomacy strategy.
One of the most important historical examples is the work of
19 th century physician John Snow mapping Cholera deaths, leading
to the identification of the likely cause of an outbreak during 1854
in London. 51 Through his work and the production of a data map,