Mapping the Great Beyond: Identifying Meaningful Networks in

MAPPING THE GREAT BEYOND 43
This network based analysis provides a means to identify
duplication, validate potential cost efficiencies, identify opportunities
for information sharing to multiply impact, scale up programs and
foster best practices. Furthermore, the impact of cutting certain
projects could be mitigated by identifying other projects toward
which those communities could be directed, if that were desired.
New toys: reducing waste
Once the resources invested in engaging communities have been
mapped, in either physical or virtual worlds, they can be visualized
to identify efficiencies, duplication and opportunity for increased
impact, ultimately to ensure resources are not wasted.
Beyond simple examples such as overpaying for a service, what
is waste in Public Diplomacy? One source of waste is failure to build
on past engagements with communities or organizations—in part
due to a failure in information management. Calculating cost per
member added to a network created or engaged by an organization
would focus minds on the need for more effective network analysis
and information management in Public Diplomacy. 63 Developing
a network of contacts is an investment which is wasted if an
organization fails to follow up the initial engagement with further
programs in that community. 64
The simple process of reducing or eliminating waste is more
important than investing in the latest tool for engaging individuals
through social media. When launching a new initiative, many
individuals can be reached using new tools and social media toys.
However, it would be more effective if individuals who had been
in contact with the organization before were treated as returning
‘friends’ rather than lumped together with those for whom it is the first
contact. Using resource mapping, individuals or communities with
which an organization has had contact in the past can be identified