BTE Network Layers

Friday, January 29, 2010

How Can Media Harness Networks

For Maximum Impact?Jessica Clark and Tracy Van Slyke


Harnessing theNetwork Layers

Networked users

Self-organized networks

Institutional networks

Networks of institutions

How should media makers and outlets strategically integrate the four layers of networks below into their planning to shape and

distribute coverage for maximum impact?


. some influential users can serve as. valuable connectors, amplifying. content, issues and campaigns

. networked individuals use. participatory media to form and. strengthen connections based on:. - friends and family. - proximity. - work. - personal identity. - political affiliation. - and more...

.

. how does your project attract and. interact with networked users?

. what tools or strategies can you use. to make content spreadable and . participatory?

. how networked are you and . your staff?

Media makers must learn to work with users who are connected to multiple networks and can distribute, amplify, and serve asambassadors for the media producer’s content.

Produced by Tracy Van Slyke and Jessica Clark .www.beyondtheecho.net. Illustrations by Lindsay Jane .www.lindsayjane.net.

OUTLETS

PLATFORMS

CONTENTvideophotos

blog posts

gossipopinions

information

donationsreferralsaction

debatecommitteesinteractions

NETWORK CONNECTIONS


. made up of networked users

. can form for an hour, a day, months. or years

. united by common interests,. concerns, issues, enemies,. desired outcomes

. 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?

UNIFYING ELEMENT

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.


CONTENT

NETWORK CONNECTIONS

PRODUCERS

PLATFORMS


CONTENT

NETWORK CONNECTIONS

nonprofitscompanies

political partiesadvocacy groups

. 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. - action prompts

. 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?

Media makers can also harness more durable networks of users -- hosted or organized by institutions such as nonprofits orcampaigns -- to share content, offer crowdsourcing opportunities, and develop fundraising relationships.


PRODUCERS

PLATFORMS

INSTITUTION


. share tools and business strategies

. work together to integrate/build. upon editorial strengths

. collectively influence public. discourse

. set /lead news agendas

. build relationships and advocate. for sector

. what kinds of media networks can. you join or create?. - journalism. - political. - geographical. - issue-based

Media makers and outlets can form collaborative networks to jointly report on complex issues, and structure new models forinnovation and revenue.


CONTENT

UNIFYING ELEMENT

NETWORK CONNECTIONS

MEDIA OUTLETS

PLATFORMS


. combine media outlets, institutions,. and networks

. short or long-lasting

. formed around an ad hoc campaign. or a persistent issue

. spread content and make connections. among multiple institutional networks. to drive and inform action and set. news agendas

. can strengthen movements and overall. progressive movement

. how can your outlet strategically build. and connect with hybrid networks?

. how can you reach new users and. inform mobilization?

UNIFYING ELEMENT

Networks that combine media outlets, nonprofits, and grassroots organizations can work together to drive traffic, build buzz, andraise the stakes around particular issues or events.


INSTITUTIONS

CONTENT

NETWORK CONNECTIONS

PRODUCERS


Conecting with your networks is now critical to developing high-impact journalism.Check the boxes to see how well you’re engaging networks of users at each phase of production:


. solicit citizen reports

. crowdsource data analysis

. check facts

. conduct interviews

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. organize online or. offline action: petitions,. rallies, screenings, etc.

. pressure policymakers to . take a stand

! . spread links and stories to. personal and institutional. networks. urge further coverage of. issues in related outlets. pass on stories to change-. makers and policymakers

!

. raise dollars for a story,. an outlet, a reporter, or an. investigation

. share your story of impact . to raise support and. enthusiasm for new. projects

!

. cull tips and leads

. brainstorm story ideas

. provide expertise

. reveal pressing issues

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. organize relevant. source links

. help build data sets,. timelines and visualizations

. assemble related stories

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. provide feedback on impact:. anecdotes, survey replies. (NOTE: See Beyond the. Echo Chamber for tips on. assessing impact)

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Learn more:beyondtheecho.net


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BTE Network Layers