Mapping the Great Beyond: Identifying Meaningful Networks in

MAPPING THE GREAT BEYOND 35
How can this be used to increase success in Public Diplomacy?
Of the many possibilities, the ability to understand the links between
and influences on bloggers, given the increasing focus on digital
engagement/PD 2.0, stands as a tool that could greatly empower
officials seeking to engage with a community online. Similarly those
seeking to further understand the use of Twitter may also find such
approaches useful as discussed earlier.
Research demonstrating the value of this approach has been
conducted by Lars Kirchhoff and others who have been conducting,
on a large scale, the analysis of blogs through PageRank or
Technorati. 52 Equally, articles in Connections have focused on
terrorist networks, highlighting the impact this type of mapping
can have on understanding an issue. 53 More recently, approaches in
this area include the mapping of the Iranian, Arabic and Australian
Blogosphere, along with an analysis of the networks between
bloggers in U.S. Cities. 54
When these digital environments are mapped, some information
gathered from this type of analysis will be intuitive for the in-group
immersed in the network: “of course, we all read X and naturally we
all have Y on our blogroll, but Y doesn’t have us on theirs.” Other
things can be assumed or worked out, while further information
comes as a surprise and may seem counterintuitive.
However for an outsider to the network, this “insider” knowledge
is harder to come by. Understanding the network can develop over
time through engagement, it could be explained by a friendly/coopted
member of the network, or uncovered through a network
analysis. Most likely, the best approach would be a combination of the
three, as firsthand experience or information from a participant will
provide an introduction to certain cultural norms and expectations.
However, network mapping and analysis are also important, as the
understanding of the network provided by an individual member will