Deirdre Breckenridge, author of "PR 2.0: New Media, New Tools, New Audiences.": How does FAS.research help its clients to understand social networks?: Are you able to graphically represent how groups are connected and how information flows?

Neal Gorenflo, FAS.research: Absolutely. There are two ways to look at what we do.  Most of the time we help clients understand and leverage networks that already exist in their market.  This includes graphically representing them.  Visualization helps clients understand the structure of networks in their market, which means how individuals are connected within their communities and how communities are connected.  By understanding the structure, we can design strategies to efficiently move messages, products, or ideas through the network.  Visualizations help uncover the blockages and make visible the bridges from one community to another, and on a macro scale, the path from the periphery into the mainstream. 

We also help clients design social networks. This is typical of the work we do in organizational development.  Visualizing networks is also important here.  The key idea in this context is that the ideal structure of a social network within an organization depends on the goal of and the type of work done by the organization.  An ideal innovation network looks different than an ideal production network.  We help organizations find their ideal form depending on what they do and what they want to accomplish. 

The starting place is to first understand the existing network and how information and influence flow through it.  Then you can design interventions that help you get closer to the ideal structure from the existing structure.  And importantly, not lose the productive relationships in the redesign.

CONT. >>