Welcome back to the second in our blog series on the Four Layers of Networks. Taken from our book Beyond The Echo Chamber (buy your copy today!), we are not only defining, but visualizing these four layers. They include:
- Networked users: See Monday’s post on this first and foundational layer.
- Self-organized networks
- Institutional Networks
- Networks of Institutions
Today we take a look at how media organizations must strategically think about integrating and interacting with the second layer: Self-Organized Networks.
In Beyond The Echo Chamber, we note, “Networked individuals users tend to be part of many overlapping online groups, crossing boundaries of work, play and, politics. Such groups can be fleeting or durable, open or closed, sprawling or focused–but each offers media makers the possibility of amplifying issues, engaging in viral, outreach, and attracting new supporters and users.”
As noted in the visualization, “Users can work together to form ad hoc networks around unifying elements such as shared issues and/or breaking events. Media makers can tap into these networks to spread relevant content, follow breaking trends, and cover collective actions.”
Characteristics of Self-Organized Networks include:
- made up of networked users
- can form for an hour, a day, months or years
- united by common interests, concerns, issues, enemies, desired outcomes
Media makers must ask themselves these strategic questions when discerning how to help create or work with Self-Organized Networks:
- How can media producers participate in self-organized networks?
- How can you offer tools, space, actions, and content that help networks to form?
- How are networks using your content, and how are you actively engaging them?
Please leave comments and feedback, as we hope our definition and understanding about these networks is only the starting point. We’d also love to hear how/if your organization are using these visualizations in your strategic development. And don’t forget to purchase Beyond The Echo Chamber for a more detailed look at Self-Organized Networks, the other three layers of networks, and oh so much more. Next up: “Institutional Networks!”
