The connection between Organizational (or Internal) Network Analysis and External Network Analysis is where the magic happens. Internally, information sharing and innovation inside an organization allows its leadership to leverage the social capital and informal networks of its employees. Alternatively, understanding the relationships of trust and advice-seeking among customers, prospects, donors, or other external stakeholders empowers an organization to become a meaningful part of those networks. By connecting with key network members, organizations are able to address the critical challenges of these groups by really listening to the voices of their most influential prospects, donors, and the like.
Now, imagine taking these two scenarios one step further and understanding how these networks interface – this is where organizations become true partners with their external stakeholders. By recognizing who inside your organization is best connected to these different stakeholder groups and studying how they developed those relationships, others in your organization can learn how to adopt this brokering behavior. In addition, the conjunction of these networks empowers an organization to maintain a more consistent external presence by involving others in those important touch points that span relationships inside the organization and those outside the organization.
An organization whose employees become an integral part of the networks trusted by their stakeholders secures its continued success in the market.