Mapping the Great Beyond: Identifying Meaningful Networks in

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MAPPING THE GREAT BEYOND 37 the resources allocated to an initiative if they map all the available resources. This is only possible through the greater understanding of the community with which they seek to engage. 56 In doing so, programs can make more efficient use of resources and potentially have higher impact. Example of mapping The importance of effective resource management has been recognized and promoted as part of the United Nation’s FAO assessment of soil nutrient balance. 57 Figure 15. FAO Assessment of soil nutrient balance In Figure 15, “waste” is heading to the compost pit, from which it will re-enter the system at the start of the process of growing crops. In communications terms, this waste may be individuals who were participants in projects that are finishing or had a finite length of engagement with a community, for example a fixed length exchange program or a touring exhibition. Developing contact, networks and relationships with these communities is an investment. Building a map of resource
38 MAPPING THE GREAT BEYOND deployment and engagement provides a means to recognize where this “waste” would occur and find ways of channeling it into other initiatives if desired. As resources become restricted in the current economic climate, the ability to do more with less will become a common mantra; visualizing the network can support the process of creating more effective engagements with reduced resources. Improving network engagement in Public Diplomacy As John Hagel highlighted in Net gain; expanding markets through virtual communities, “Success in the virtual community business hinges not on technology-driven differentiation but on strategies designed to accelerate member acquisition and to create deep understanding of the needs of those members.” 58 The same argument can be made for the network visualization of internal resources and external contacts in physical or virtual communities. An organization must be able to identify (and share either internally or with allied organizations) useful information about the communities engaged by the range of projects across a country or region. Understanding which communities are being engaged can support the attempt to identify nodes of influence through network analysis as the Defense Science Board argued. 59 Understanding the methods and to what end communities are being engaged can provide information for strategic decisions to be made about the effective use of resources and the increased impact of initiatives. The utility of resource mapping can be demonstrated in two examples. The first, conducted by Mappa Mundi Consulting, is an internally focused analysis of a client organization that identifies which part of the organization was in contact with different communities, allowing for coordination and cooperation. 60 The second example looks at the external environment to provide information about groups with which an organization could potentially engage, in this case on Twitter following the Iran election.
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