The rising popularity of networked communication has begun to overtake and complicate the concept of top-down media structures. In our book Beyond The Echo Chamber, we lay out and analyze the new media infrastructure through the "four layers of networks." This slideshow illustrates how media outlets must strategically integrate four layers (and a bonus "cycle of engagement" slide) into their planning to shape and distribute coverage for maximum impact.

1. Friday, January 29, 2010

2. How Can Media
Harness Networks
For Maximum Impact?
Jessica Clark and Tracy Van Slyke
Friday, January 29, 2010

3. Harnessing the
Network Layers
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?
Networked users
Self-organized networks
Institutional networks
Networks of institutions
Friday, January 29, 2010

4. Media makers must learn to work with users who are connected to multiple networks and can distribute, amplify, and serve as
ambassadors for the media producer’s content.
. 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?
CONTENT
video gossip
photos opinions
blog posts information
NETWORK CONNECTIONS
donations debate
referrals committees
action interactions
OUTLETS
PLATFORMS
Produced by Tracy Van Slyke and Jessica Clark .www.beyondtheecho.net. Illustrations by Lindsay Jane .www.lindsayjane.net.
Friday, January 29, 2010

5. 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.
. 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?
CONTENT
NETWORK CONNECTIONS
UNIFYING ELEMENT
PRODUCERS
PLATFORMS
Produced by Tracy Van Slyke and Jessica Clark .www.beyondtheecho.net. Illustrations by Lindsay Jane .www.lindsayjane.net.
Friday, January 29, 2010

6. 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.
. 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?
CONTENT
NETWORK CONNECTIONS
INSTITUTION
nonprofits
companies
political parties
advocacy groups
PRODUCERS
PLATFORMS
Produced by Tracy Van Slyke and Jessica Clark .www.beyondtheecho.net. Illustrations by Lindsay Jane .www.lindsayjane.net.
Friday, January 29, 2010

7. Media makers and outlets can form collaborative networks to jointly report on complex issues, and structure new models for
innovation and revenue.
. 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
CONTENT
NETWORK CONNECTIONS
UNIFYING ELEMENT
MEDIA OUTLETS
PLATFORMS
Produced by Tracy Van Slyke and Jessica Clark .www.beyondtheecho.net. Illustrations by Lindsay Jane .www.lindsayjane.net.
Friday, January 29, 2010

8. Networks that combine media outlets, nonprofits, and grassroots organizations can work together to drive traffic, build buzz, and
raise the stakes around particular issues or events.
. 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?
CONTENT
NETWORK CONNECTIONS
UNIFYING ELEMENT
INSTITUTIONS
PRODUCERS
Produced by Tracy Van Slyke and Jessica Clark .www.beyondtheecho.net. Illustrations by Lindsay Jane .www.lindsayjane.net.
Friday, January 29, 2010

9. ! 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:
! !
. cull tips and leads . solicit citizen reports
. brainstorm story ideas . crowdsource data analysis
. provide expertise . check facts
. reveal pressing issues . conduct interviews
! !
. raise dollars for a story, . organize relevant
. an outlet, a reporter, or an . source links
. investigation . help build data sets,
. share your story of impact . timelines and visualizations
. to raise support and . assemble related stories
. enthusiasm for new
. projects
! !
!
. provide feedback on impact: . spread links and stories to
. anecdotes, survey replies . personal and institutional
. . organize online or . networks
(NOTE: See Beyond the . offline action: petitions, . urge further coverage of
. Echo Chamber for tips on . rallies, screenings, etc. . issues in related outlets
. assessing impact) . pressure policymakers to . pass on stories to change-
. take a stand . makers and policymakers
Produced by Tracy Van Slyke and Jessica Clark .www.beyondtheecho.net. Illustrations by Lindsay Jane .www.lindsayjane.net.
Friday, January 29, 2010

10. Learn more:
beyondtheecho.net
Friday, January 29, 2010