Mapping the Great Beyond: Identifying Meaningful Networks in

36 MAPPING THE GREAT BEYOND
be colored by their perspective and may be based on assumptions
which the network mapping demonstrates to be untrue. Equally, when
approaching a friendly insider it may be hard to know whether the
individual is at the core or periphery of the network and their status
can influence the degree of credibility with which their perspective
can be taken to provide an overview of the wider network.
Mapping bloggers and a blogosphere in this way can provide
an understanding of the context in which a Public Diplomacy
initiative might take place. Equally, it can be used as an evaluative
tool to assess the extent to which an initiative designed to develop
a network of bloggers has managed to successfully stimulate
ongoing links between these individuals. An alternative would be
to map the position of a blog which had been created as part of a
Public Diplomacy initiative. This type of mapping could be used to
investigate which other bloggers were engaging with or referencing
the blog in their own writing.
While these varied approaches to using blogger analysis to
demonstrate linkages and tendencieshave many different potential
applications, their use for evaluation and online engagement are
discussed elsewhere. 55 Mapping resources online may be easier,
due to the way information is maintained; however, the potential of
applying network analysis to resource mapping is equally applicable
to Public Diplomacy initiatives in the physical world and those that
engage across both spaces.
How Can Network Mapping & Analysis Help?
Focusing on the resources available both inside the organization
and outside can provide a better understanding of the options available
when designing or refining an initiative. In a similar manner to the
inverted power relationship in listening exercises, an organization can
identify its options more effectively and achieve greater impact from