Mapping the Great Beyond: Identifying Meaningful Networks in

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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,
34 MAPPING THE GREAT BEYOND Figure 14, he was able to identify the community water pump in Broad Street as the source of the outbreak; there was a marked reduction in deaths from cholera after the handle was removed from the pump. Figure 14. John Snow’s data map of Cholera deaths Results like these, achieved using data maps, are also available to the governments and NGOs of today as they seek to pursue their objectives by engaging with numerous communities around the world. Network analysis can achieve greater impact because mapping provides a better understanding of how key individuals or communities get their information and the themes the users define as important. Mapping can also show the links between different communities to identify key nodes of influence. As a result, an organization can make informed decisions about which initiatives reach the same communities and which operate largely in isolation from each other. This can reduce the potential of projects coming into conflict due to their differing emphasis, and identify areas where projects could collaborate to multiply the impact of the individual initiatives.
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