Social Network Analysis To Make An Impact

When starting a social enterprise, it is important to know the dynamics of interaction in the communities that you are serving.  This is especially important if you are presenting a new idea and hoping that it will gain traction.

Analyzing how communities interact and following the flow of information will allow you to identify key influencers.  These key influencers are the community leaders that most people turn to for advice or support, so it is incredibly important to identify and then engage these leaders to get them on board with your idea.

Why is this important?  Typically, social enterprise endeavors are focused on the bottom portion of the socioeconomic pyramid.  Marketing strategies that might work for the middle class are more likely to be less effective when targeting this demographic.  This can be many different reasons: illiteracy, lack of trust, lack of appropriate media channels, etc.

Overall, the most effective strategy has been proven to be recruiting these key influencers to become brand ambassadors.  With an effective social media analysis of the target area, one could set themselves up for great success before the project even begins.