Social Network Webbing

Purpose

Social Network Webbing maps the informal relationships and influence networks within a group or organisation. By visualising who is connected to whom and how information flows, it reveals hidden influencers, isolated nodes, and untapped bridging opportunities. Use it when you need to understand the real (not just formal) structure of collaboration, or when spreading an innovation depends on network pathways.

At a glance

• Group size: 8–40 people
• Duration: 30 minutes
• Difficulty: Intermediate
• Facilitation style: Structured
• Setting: Indoor / Remote-friendly

How to run

1. Introduce the concept (3 min): Explain that you are mapping informal connections, not the org chart.
2. Individual mapping (7 min): Each person lists the people they go to for advice, information, or support on [the topic].
3. Build the web (10 min): On a large sheet or digital canvas, place each person's name and draw lines showing connections. Use different colours for types of relationships (advice, emotional support, information).
4. Analyse (10 min): As a group, identify: Who are the connectors? Who is isolated? Where are the bottlenecks? What connections are missing?

Materials needed

• Large paper or digital whiteboard
• Markers in multiple colours
• Sticky notes with names
• Timer

Pitfalls & common mistakes

• Confusing formal reporting lines with actual influence — explicitly exclude hierarchy from the map.
• Making it feel like surveillance — frame it as a tool for empowerment, not monitoring.
• Mapping too many relationship types at once — focus on one or two to keep the map readable.

Inclusion & accessibility

• Assure confidentiality — the map is for collective learning, not performance evaluation.
• Allow anonymous submissions for people uncomfortable revealing their connections publicly.
• In remote settings, use collaborative mapping tools that allow private inputs.

Variations

• Action-oriented webbing: After mapping, identify 3 new connections to build and assign owners.
• Innovation diffusion map: Track how a specific idea or practice is spreading through the network.
• Cross-boundary webbing: Map connections across departments or organisations.

When NOT to use this

Avoid Social Network Webbing when trust is low and participants fear that their connections (or lack thereof) will be used against them. Also not suitable when the topic does not depend on informal networks.

Source & further reading

Developed by Henri Lipmanowicz and Keith McCandless as part of Liberating Structures. See liberatingstructures.com.