of networks and data maps

The rapid development of new technology has enabled the creation of mass instant communication and rapid information dissemination. This technology also allows rapid collection of data and the production of data maps and network diagrams. While I’ll pursue the important variations of network diagrams another day, today I’ll focus on highlighting the potential of these tools, both for the development of engagement strategies and collection and dissemination of information.

Anyone wanting to check out a network model for Facebook see Nexus or for the really cavalier just add the application and see how your friends are connected. This is what it may look like:

Data maps have a long history with important historical examples including John Snow’s work mapping Cholera deaths to identify the likely cause of an outbreak during 1854 in London. Through his work and the production of a data map he was able to identify of the community water pump in Broad Street as the source of the outbreak; there was a marked reduction in deaths from Cholera after the handle was removed from the pump.

So how can this be used to be more successful in international communication? There are many possibilities, one of which is to understand the links between and influences on bloggers. This can be done simply by looking at the sites, and using the tools which many bloggers display on their site; particularly blogroll and tag/ label clouds.

A blog roll is intended to demonstrate links with other bloggers or as leelefever put it:

A blogroll is a listing of websites that often appear as links on weblogs. This list of links is used to relate the site owner’s interest in or affiliation with other webloggers.

It is worth noting that “blogrolling” is a brand created by Jason DeFillippo which can be found at http://www.blogrolling.com/ .

So now you know who they want to be linked with (though there is likely be a hierarchical relationship to consider which will complicated the linking slightly, some links will be reciprocated, others will go unrequited).

Second, a number of bloggers use tag/label clouds; these are weighted displays of the tags/labels which a blogger used to identify content. Tag cloud is also a brand but some link the concept back to Microserfs. In a tag cloud the higher the weighting, usually based on frequency of use, the larger the text will appear in the cloud. If the methodology is of particular interest then TagCloud Drawing: Algorithms for Cloud Visualization may well be worth a read.

So Blogrolls show links, tag clouds show key elements which the blogger chooses to highlight. Add in an analysis of what in text links the bloggers use (which might indicate what else they are reading) and you start to build a data set which would allow you to start seeing the links, commonalities and gaps in the particular groups you are interested in.

Researchers including Lars Kirchhoff have been conducting, on a large scale, the analysis of blogs through Technorati. Equally an issue of Connections from 2001 which focuses on terrorist networks is well worth a read.

Interestingly, some of the information gathered from this type of analysis will be intuitive for those immersed in the network – of course we all read x and naturally we all have y on our blogroll but y doesn’t have us on theirs – additional things could be assumed or worked out – while further information comes as a surprise. However for an outsider to the network, this ‘insider’ knowledge is harder to come by. It could be developed overtime though engagement with the network, it could be explained by a friendly / co-opted member of the network or can be uncovered through a network analysis (most likely the best approach would be a combination of the three).

How does this help? If you can better understand who you are trying to communicate with, where they get their information, and the themes the users define as important (in a similar to the inverted power relationship in listening exercises) its likely that an actor will be able to identify its options more effectively.

So we’re good to go… well actually not quite, it may be worth also considering a mapping of the resources at your disposal. This image comes from an FAO assessment of soil nutrient balance, the ‘waste’ here is heading to the compost pit.

As discussed in a post on the importance of understanding the cost per member added to a network ensuring contacts are not wasted is an equally important of communications through both physical and virtual networks.

Being able to map the resources at an organisations disposal and the links, themes, nodes and hierarchies in a network with which it wishes to engage creates the potential for a more efficient engagement based on a stronger understanding of the environment.

This is just one introductory example and I’m sure experienced network analysts will want bigger data sets and more detailed discussion of the type of analysis, but for now, I’ll conclude that data maps and network analysis provide a means to develop;

– A clearer understanding of potential programme participants or audience

– An understanding that develops that understanding beyond a contact list and personal experience.

– A means of representing data which might be difficult to interpret at a list of text.

– A means of organising an organisations resources to reduce overlap or waste.