By Claire Reinelt, Natalia Castaneda

Looking to increase your reach and influence in the social media space? Social Network Analysis (SNA), a research methodology that focuses on “mapping and measuring relationships and flows between people, groups, organizations, computers, URLs, and other connected information/knowledge entities,” (Orgnet.com) may be the answer. We recently partnered with the Robert Wood Johnson Foundation to explore how to effectively apply social network analysis to public health online communications strategies, how communications networks operate in Twitter and the blogosphere, and how to identify strategic and influential connections that can be nurtured over time to extend the reach of public health messaging. This was an innovative project that produced detailed and insightful information about how to use SNA to strategize communications campaigns, and we wanted to share some of these insights with the community – including specific recommendations for identifying key messages, influencers, and engagement strategies.