Mapping the Great Beyond: Identifying Meaningful Networks in

MAPPING THE GREAT BEYOND 73
• To understand the interests of individuals with
whom an organization interacts—there is no point
repeatedly inviting someone to events about one
subject when they only come to events about
something different. Nor is it worth prioritizing
whom to engage only to then fail to record a profile
of these individuals, and what factors establish them
as important actors with whom to interact;
• To visualize and understand what others are
interested in and discussing within digital networks.
If individuals are interacting within networks and
expressing their interests there is little excuse to be
“flying blind.” This approach should not consider
some discussions irrelevant largely on the basis
that they are not occurring in the areas which
are traditionally considered important, without
understanding whether the interlocutors are having
a meaningful impact;
• To rapidly engage with new or “trending” themes if
those areas are important to the work of the Public
Diplomacy organization; and
• To understand the influence which interaction is
having on a network.
Being able to make the shift to a more network focused approach
to Public Diplomacy will rely on recognizing the value of the
information which an organization already holds. If this information
can be utilized more effectively there is potential to interact with the
networks which exist to increase impact and efficiency.