Mapping the Great Beyond: Identifying Meaningful Networks in

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MAPPING THE GREAT BEYOND 59 Figure 29. Word Cloud locations of Dipnote followers Twitter can easily be used as a micro-broadcast system to followers to change events, send out key messages and highlight stories which an organization wants to promote. However, this is a one-way projection approach, not a two-way engagement. It is also heavily centralized, as individuals have to decide to head on over to Dipnote/America.gov to follow these accounts specifically. This approach rarely speaks to individuals around the issues which concern them and about which they wish to tweet, but instead focuses on what Dipnote/America.gov wants to say. Currently there are a few re-tweets (RT), but even these are clearly transmitting similar messaging to the follower group largely from other parts of government. What alternative is there than thinking of Twitter in terms of tweets to followers?
60 MAPPING THE GREAT BEYOND An option is to consider looking at an organization’s relationship with the key themes which individuals are choosing to discuss (where they intersect with natural themes for the organization—I’m not suggesting Dipnote should be rushing to comment on Armstrong’s pasta). This in effect involves moving away from micro-broadcast or direct message dialogue to becoming part of a wider conversation. This can best be achieved through mapping the network of individuals contributing to particular discussions through #tags. Mapping #tags “Hashtags are a community-driven convention for adding additional context and metadata to your tweets.” 80 They’re like tags on Flickr, only added inline to your post. You create a hashtag simply by prefixing a word with a hash symbol: #hashtag. Hashtags were developed as a means to create “groupings” on Twitter without having to change the basic service. 81 The hash symbol is a convention borrowed primarily from IRC channels, and later from Jaiku’s channels. 82 Importantly for Public Diplomacy, they represent what individuals identify with and what they want others to know their tweet to be about. This is a narrowing of the search from merely searching for a particular subject within all tweets; #tags are based on the conscious identification with a particular group or theme, rather than the potentially coincidental word choice. Chris Messina wrote Twitter hashtags for emergency coordination and disaster relief following the San Diego forest fires in 2007. 83 This shows #tags in their infancy on Twitter, but even then it demonstrated the power of being able to identify a theme/context for a tweet that would allow other users to coordinate around this point even if they did not follow each other. Rather than thinking in terms of engaging with individuals, a useful approach would be to engage with themes which the dispersed community decides to discuss rather than hoping people want to hear what the organization wants to say. This would provide a means to create the much talkedup engagement rather than using Twitter to micro-broadcast.
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