Mapping the Great Beyond: Identifying Meaningful Networks in

74 MAPPING THE GREAT BEYOND
As barriers to international communication are reduced, the
creation of digital networks becomes increasingly possible. The
ability to have large offices in numerous countries, meet with
ministers or outspend competitors is not the dominant marker of
potential influence to the degree it once was. Being able to commit the
equivalent to hundreds of thousands of dollars to transporting people
around the world does not guarantee an organization influence in
networks with which it seeks to interact. While these historic factors
are still important, the ability to create actionable insight from the
vast amount of information which is available, either publicly or
held by an organization, and to act in a way which makes effective
use of this networked world will increasingly influence success in
Public Diplomacy.
Whether PD 2.0, “New” Public Diplomacy, Guerrilla Diplomacy,
Open Source PD or 4G Public Diplomacy, it will be vital for an
organization to value data, visualize the results in a way those “on the
ground” or developing strategy can interpret quickly, and evaluate
whether interactions have been meaningful in a networked world.
The infosphere will float above every action a Public Diplomacy
organization undertakes. Success will in part depend on the extent
to which an organization can connect with networks through the
infosphere rather than merely projecting into it.