Hello again! We’re on the third layer of our Four Layers of Networks taken from our book Beyond The Echo Chamber where we are not only defining, but visualizing how media makers can interact with each of these networked layers for maximum impact. So far we’ve described and visualized the first two layers:

• Networked users: See Monday’s post.
• Self-organized networks: See Tuesday’s post.

The next two layers move from ad hoc networks to more durable and deliberately organized networks.

• Institutional Networks
• Networks of Institutions

Today, we zero in on “Institutional Networks.

In Beyond The Echo Chamber, we write, “Through short and long-term partnerships, outlets can work with allies to funnel their content to institutional networks and directly track how this content is used for action. Connecting content to outcomes is a critical component of demonstrating the impact of the [progressive] media. If done correctly, partnering with institutional networks helps make that connection clear.”

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The opportunities for media makers to work with institutional networks is noted in the visual. “Media makers can also harness more durable networks of users — hosted or organized by institutions such as nonprofits or campaigns — to share content, offer crowdsourcing opportunities, and develop fundraising relationships.” Download the Institutional Networks PDF.

Characteristics of Institutional Networks include:

• more formal than self-organized networks
• longer-lasting
• hosted/supported by institutions that provide: organizing tools—i.e. widgets, petitions, frames, backgrounders; offline organizing opportunities and action prompts

Media makers must ask themselves these strategic questions when discerning how to help create or work with Institutional Networks.

• What institutional networks might use or host your content?
• What tools and strategies can help you to assess how networks use your work?
• How can your outlet work entice members of an institutional network to also join your network?

For a more detailed examination of Institutional Networks, the other three layers of networks, and much, much more please be sure to buy your own personal copy of Beyond The Echo Chamber today. We’re coming to the end of our four layers of networks.

Next on the list: Networks of Institutions. (But as a special bonus, you’ll get two visuals for the price of one blog!)

And as always, let us know your feedback and comments on any or all of these four layers of networks and if you’re using them for your own strategic development.