Who’s got influence?: Participatory mapping of social networks

Global Health

Practitioner Conference

2014

GOAL: Reduce unmet need for familyplanning in intervention areas (2 health zones of Couffo, Benin)

RESEARCH TO: • Develop and test social

network interventions to overcome socio-cultural barriers to family planning use

• Understand the dynamicnature of unmet need

PARTNERS: • IRH • CARE• Plan International

TÉKPONON JIKUAGOU

• Social Network:

« … a group of social entities, whether individuals or organizations, linked together through social interactions.>>

• Focuses on relationships, not

individuals

• Based on empirical evidence that

highly interconnected, centrally

located individuals adopt

innovations more quickly

SOCIAL NETWORK

APPROACH

WHY A SOCIAL NETWORK

APPROACH FOR FAMILY

PLANNING? • Research shows that social barriers are principal

factors contributing to unmet need for FP:

Partner/community disapprovalLack of communication about FPMisconceptions about FP methods

• Individuals interact with, learn from, and get information from others

Therefore, social networks can influence and support diffusion of information and new ideas about FP

SOCIAL NETWORKS INFLUENCE DIFFUSION THROUGH….

Social Learning

Members of a network

exchange ideas and

information; they

evaluate the

advantages and

disadvantages of an

innovation

Social Influence

Members of a network serve as “guardians” of social norms in order to gain approval and avoid conflict

Connectors and Influencers

Connectors have the shortest

path to others. hey are

gatekeepers, brokers, control

the flow, liaise between

cliques.

Influencers are the most

nominated individuals in a

network. They have direct

influence on more people.

Classic Network Mapping – Data Collection

• Identify each person in the village, who they link with, and who they influence

Generate a social network map

Isolate

Women

Men

People whe were mentioned

Size of the square = Influence

Influencer

Connecter

Analyzed with

Unicet software

• To understand connections

and village social dynamics

• To identify influencers and

connectors with whom to

work

Community Social Mapping – Data Collection

• Participatory mapping of key social organizations and community resources and identification and ranking of influential groups and individuals

• Mapping activities and analysis designed to ensure multiple social perspectives:

• women

• men

• youth

• socially marginalized

Generate qualitative socially-focused information to

• learn about groups and formal and

informal leaders

• gain understanding of the social

organization of a community

• help outsiders understand which groups

and individuals are well-connected and

respected and influence the spread of

ideas and attitudes

• Guide decisions about which groups and

people to work with

Community social

mapping provides a

practical translation

of classic social

network mapping

Key Concepts:

Social Networks

influential social groups

Opinion Leaders

Influential People

Connectors & Influencers

Among influential people and groups identified

Need for practical tool to rapidly identify influential groups and individuals for social network-based approaches

• Meetings withlocal authoritiesto introduceproject and initial participation

• Preparations for mappingactivities

Step 1: Community Introduction

1. Name

2. Type of

activities

3. Sex

4. Age range

5. Size

6. Meeting

frequency

7. Links with

others

8. Influence

Step 2: Community identification of

potential influential groups using

matrix ranking techniques

Staff

review

matrix

rankings to

select

potential

women’s,

men’s, and

mixed sex

groups for

engageme

nt with TJInfluence Connectivity

Meeting Frequency

Size Age Range

Step 3: Selection of groups with

diffusion-potential based on

community analysis

• Learn about a community’s social dynamics

and organization

• Identify socially-influential people, particularly

in areas of health and social well-being

Step 4: Community development of a

social map and listing of influential

individuals

Staff meet with selectedgroups and influentials

• Assess FP attitudes using a series of questions

• Confirm their influence in the community throughparticipatory Venndiagramming

• Ascertain interest in workingon issues of unmet need and family planning – and with TJ Project G₂

G₃

G₁GV

G1: Echange d’informations avec le groupe

G2: Légère coopération dans la prise de décision

G3: Forte coopération dans la prise de décision

Step 5: Validation

• ADD DIVIDING SLIDE: METHODS

RESULTS

IDENTIFICATION AND SELECTION OF

GROUPS IN 47 VILLAGES

Groupes identifiésGroupes selectionnés par genre

IDENTIFICATION AND SELECTION

OF INFLUENTIAL INDIVIDUALS

A plethora of influentials in certain villages

Residing in the village

Or in another village

About 4 - 5 persons selectedper village (women and men)

CHARACTERISTICS AND ACTIVITIES

OF SELECTED GROUPS

Women Men Mixed Sex

•Food processing

•Stockage

•Sales

•HIV sensitization

•Animal husbandry

•Maintaining a

healthy

community

environment

•Maintaining crops

under cultivation

• Family

counseling

•Sports

•Village security

• Savings and

loan

• Literacy training

• Health

promotion

Stockage and sales, financial contributions for

funerals, savings and loan activities, leisure

Activité

s p

rincip

ale

s p

ar

type d

e

gro

upe

ment

CHARACTERISTICS AND ACTIVITIES OF

INFLUENTIAL PEOPLE

Agriculture, Commerce

Religion

Extraction de SODABI

Health(traditional

healer, CHW)Education

(teachers)

Artists / Cultural leaders

Collection agents

Women , Men, Older, Younger

Nu

mb

er

of

ind

ivid

uals

dis

cu

ssin

gT

J t

op

ics

ou

tsid

e

the g

rou

p

DIFFUSION OF FAMILY PLANNING-RELATED IDEAS AMONG PARTICIPANT

NETWORKS

GroupsConnectors/Influencers

Health Center Linkages

• Strategicallyselected (Informal& formal)

• Catalyser chosenby members

• Reflectivedialogue for outward diffusion

• Follows rhythm of group schedule

• Strategically

selected (formal &

informal)

• Considered

influential by

community

• Identify their own

actions and

commitments

• Connect CHWs

with FP

knowledge to

groups

• Create

personal

relationships

with influential

groups

WHAT DISTINGUISHES SOCIAL NETWORK APPROACHES?

LEARN MORE & DOWNLOAD

www.irh.org/projects/tekponon_jikuagou/

Baseline formative research Guide to Community Mapping

Questions?