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MAPPING THE GREAT BEYOND 81 Plant Nutrition Bulletin, no.14, 2003 p. 55; ftp://ftp.fao.org/docrep/ fao/006/y5066e/y5066e00.pdf 58 John Hagel III, Arthur Armstrong, Net Gain: Expanding Markets Through Virtual Communities (Harvard Business School Press; 1997) p. 172 59 Report of the Defence Science Board, Task Force on Strategic Communication, January 2008; 60 http://MappaMundiConsulting.com, Example reproduced with permission of the client. 61 Bruce Etling, John Kelly, Robert Faris, and John Palfrey, Mapping the Arabic Blogosphere: Politics, Culture, and Dissent (Berkman Center Research Publication; June 2009); http://cyber.law.harvard.edu/ publications/2009/Mapping_the_Arabic_Blogosphere 62 Some labels and audiences have been removed to protect data 63 For further discussion of the application to Public Diplomacy of John Hagel’s focus on cost per member added see: Ali Fisher, ‘Engaging with Networks and Virtual Communities,’ Wandren PD, April 25, 2008; http://wandrenpd.com/2008/04/25/engaging-with-networks-andvirtual-communities/ 64 This is not to suggest all networks must be considered on exactly the same metric, as some networks are higher value than others; a race to the bottom where networks with the lowest cost per member added are seen as the most preferable without reference to participant profile or interaction would be detrimental. 65 R.S. Zaharna, ‘ The Soft Power Differential: Network Communication and Mass Communication in Public Diplomacy,’ Hague Journal of Diplomacy, October 2007 66 A larger view of this image can be seen in an appendix to this essay. All word clouds in this article are created using http://Wordle.net 67 Defence Science Board Task Force on Strategic Communication, p. 97 68 Strategic Communication Science and Technology Plan; http:// mountainrunner.us/files/sc_st_plan_final_public.pdf 69 Exchanges Connect, http://connect.state.gov/ 70 Daneil Kimmage, ‘Fight Terror With YouTube,’ - Op-Ed in The New York Times, http://www.rferl.org/content/PressRelease/1145413.html; Steven Corman, ‘Can Facebook Defeat Terrorism?’ COMOPS; http:// comops.org/journal/2008/11/17/can-facebook-defeat-terrorism/; Daniel Kimmage, The Al-Qaeda Media Nexus; the virtual network behind the
82 MAPPING THE GREAT BEYOND global network, (Radio Free Europe/Radio Liberty; 2008); http://www. rferl.org/content/article/1079736.html 71 Steven Corman, ‘Can Facebook Defeat Terrorism?’ COMOPS; http:// comops.org/journal/2008/11/17/can-facebook-defeat-terrorism/ 72 Alexander Wolfe, ‘Twitter In Controversial Spotlight Amid Mumbai Attacks,’ Information Week, November 29, 2008; http://www. informationweek.com/blog/main/archives/2008/11/twitter_in_cont.htm l;jsessionid=NMJEI5VHVK5G1QE1GHRSKH4ATMY32JVN 73 Bill Heil and Mikolaj Piskorski, ‘New Twitter Research: Men Follow Men and Nobody Tweets’; Harvard Blogs http://blogs.harvardbusiness. org/cs/2009/06/new_twitter_research_men_follo.html; Bernardo A. Huberman, Daniel M. Romero, and Fang Wu, ‘Social Networks that matter; Twitter under the microscope,’ First Monday, Volume 14, Number January 1-5, 2009; http://firstmonday.org/htbin/cgiwrap/bin/ ojs/index.php/fm/article/view/2317/2063 74 Follow Dipnote on Twitter: http://Twitter.com/Dipnote 75 For TNE project description see: http://www.britishcouncil.org/denmarkprojects-network-effect.htm (as the project is complete, sites are being decommissioned) 76 Site now decommissioned; previously accessed at; http://www. britishcouncil.org/networkeffect-about-the-project.htm 77 Twitter etiquette leads some to reciprocate following, the differentiation of genuine engagement from tokenistic following reduces the number of those with whom Dipnote engages, which further highlights the importance of not considering followers as an indication of success. 78 This data was collected in July 2009 and first appeared in: Matt Armstrong, ‘Question: what does it mean if the demographic of twothirds of your audience is not your target demographic?’, July 25, 2009Mountainrunner.us; http://mountainrunner.us/2009/07/mission_ vs_rules.html 79 This data was collected in November 2009, by which time Dipnote had around 9,500 followers. 80 Twitter Fan Wiki, http://twitter.pbworks.com/Hashtags 81 ‘Groups for Twitter; or A Proposal for Twitter Tag Channels,’ Factory City; http://factoryjoe.com/blog/2007/08/25/groups-for-twitter-or-aproposal-for-twitter-tag-channels/ 82 For Jaiku channels see; http://www.jaiku.com/channel
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