As social media has become a powerful networking tool, it is interesting to consider it’s use in conjunction with common leadership concepts. Social media provides the ability to quickly and easily share goals, and foster the development of leader-follower relationships. Both, of which, are central to Northouse’s (2016) description of effective leadership. However, because there are not many barriers to entry, it is not necessarily intuitive to think of social media as a platform for leadership.
Considering leadership, through the lens of social media, immediately broadens the follower base. There are virtually no limitations as to how many people may be reached. As a leader shares their vision, the content of the message can be spread, throughout the world, instantaneously. With such an extended reach, it becomes increasingly important for leaders to be mindful of the image they are portraying. #BeCareful.
If used properly, social media can be an effective leadership tool. A leader may even have greater control over their source of power. It has been said that a particular style of clothing, or choice of furniture, can help to establish power (Williams, 2016). If this is true, imagine the options that are available with a medium that allows us to offer a narrow, yet perfect, slice of our lives. People have the ability to post only what they want others to see. Therefore, social media can help to control image, and one’s source of power. Social media does not typically help to establish authority, or any sense of legitimate power (Northouse, 2016). However, social media can help to build a sense of referent or expert power, by developing positive leader-follower relations and communicating knowledge (Hughes, et. al, 1993). Creating a positive image can also aid with the social influence factor of liking (Williams, 2016). And, according to Williams (2016), “we tend to listen to people that we like” (p. 8).
Social proof is a key determinant in one’s effectiveness, as a social media leader. Anyone who had a social media account in the summer of 2014, is likely to remember the ALS campaign, otherwise known as the “ice bucket challenge”. This was a creative strategy to raise awareness and funding, for the ALS organization. But, why were people so quick to dump a bucket of ice over their head? Leadership theory may suggest that there was a link to social proof. Social proof operates on the principle of “everybody’s doing it”, as well as the need for affiliation (Williams, 2016). Social media acts as a vehicle to connect people with this need. If you logged into a social media account, during the height of the ALS campaign, you might estimate that a majority of people were taking part in the challenge, and felt like part of a bigger group for doing it. If you were left with that impression, maybe you were swayed by social proof. Therefore, the influential tactics employed by the ALS organization, seemed to be effective. And, we could assume the organization reached a wider base of followers, due to the campaign’s effective use of social media.
Many organizations have caught on to the capabilities of social media, in terms of power and influence. We are beginning to see a new wave of multi-level marketing (MLM), as many businesses are shifting their sales department, to brand ambassadors. Brand ambassadors are expected to function on the basis of expert power. Expert power is defined as the demonstration of one’s knowledge in a particular area (Hughes, et. al, 1993). Beachbody® is a company that uses brand ambassadors to market health and fitness products. The ambassadors are called Beachbody® coaches. A successful coach tends to make daily posts, revealing knowledge about health and fitness, while highlighting desirable results that have been achieved through the use of Beachbody® products. The convenience of social media allows the coaches to demonstrate commitment and consistency, through a chain of related posts. Followers come to expect the daily posts, which helps to maintain follower interest (Williams, 2016). These coaches also use inspirational appeals, arousing enthusiasm and emotion, in effort to gain influence (Hughes, et. al., 1993). While expert power tends to be a coach’s fundamental power base, their influence is measured by the number of followers they reach. Beachbody® rewards coaches, for meeting sales quotas, demonstrating effective use of reward power (Hughes, et. al, 1993). Many coaches also post photos of their rewards (vacations, cars, jewelry). Therefore, Beachbody® followers grow interest in becoming a Beachbody® coach, and so begins the cycle of multi-level marketing. We may not have thought of effective leadership, if we attended an (MLM) Tupperware party in 1990. However, today’s multi-level marketing plans are beginning to mimic effective leadership characteristics, which are amplified through the use of social media.
Lastly, social media has made way for a heightened level of “do it yourself projects” (DIY). This has implications for path-goal theory, with a focus on expectancy theory. Followers may view a post, that pictures a desirable outcome. This could be as diverse as staining a wood floor, or decorating a wedding cake. Next to the photo of the desired outcome, the leader posts a description of how these results can be achieved. Followers are motivated to follow the leader’s instructions, with the expectation of achieving the same desirable result. Expectancy theory suggests that followers’ motivation will increase if they believe their efforts will lead to a desired outcome (Northouse, 2016). Therefore, the convenience of social media can remove the obstacle of attending a cake decorating class, making the path to a desired outcome clear and easily accessible (Northouse, 2016). Corporate giants have taken note of the DIY leaders, often asking leaders to review their products. In addition, they may pay to post an advertisement on the leader’s page or channel. Therefore, as the leader guides followers toward common goals, they will gain influence and a potential income.
Due to the wide reach, and implications for power and influence, many established leaders are beginning to share their goals on social media. Academic researchers are posting links to their publications. CEO’s are using social media to improve brand image. Even the president of the United States has a Twitter account. While many of these individuals already posses polished leadership skills, and legitimate power, they still have something to gain from the unmatched capabilities of social media.
Like the “real” world, not everyone that sets out to become a social media leader will succeed. The basic principles remain the same. Those that are charismatic, driven, intelligent, and sociable tend to be predisposed for effective leadership (Northouse, 2016). Leaders must possess a skill set which appeals to the desires of followers (Northouse, 2016). In addition, they will benefit from refined rhetorical skills, which will allow them to effectively communicate their vision (Northouse, 2016). Therefore, I don’t believe social media will change any established approaches to leadership. Instead, I believe the conventional approaches will become increasingly important, as more people capitalize on the opportunity to become social media leaders.
References
Hughes, Richard, et al. Power and Influence. (1993). Leadership: Enhancing the Lessons of Experience. Retrieved June 6, 2016 fromhttp://ezaccess.libraries.psu.edu.
Northouse, P.G. (2016). Leadership: Theory and practice (7th ed). Los Angeles, CA: Sage Publications.
Williams, J. (2016). Lesson 7: Power and Influence. Retrieved from
https://courses.worldcampus.psu.edu/su16/psych485/001/content/07_lesson/01_page.html
Porsche A. Hurley says
In your post, it was interesting to read about social media as a measure of power and influence. When I think about social media, power and influence, I think of Donald Trump. Indeed, he has captured many people with his savvy way of handling social media. However, his power and influence have unleashed a new form of patriotism that ostracizes many members of our community. He uses various techniques that appeal to the deepest fears and desires of some people, attracting more and more followers every day.
Although you suggest that many established leaders have legitimate power, I would argue that Donald Trump has coercive power. “Coercive power is the ability to control others through the fear of punishment or the loss of valued outcomes” (PSU WC, 2016, L. 4, p. 6). As seen in many of his rallies, Trump often scolds others for not doing things his way and does everything in his power to make then fearful with threats, name calling and banishment from future dealings with him.
To conclude, social media does allow a person to have reach and in Donald Trump’s case power and influence. I also believe think that he has changed the dynamic of how social media can propel a person to new heights. Northouse suggest that “leaders can emerge when they become like the group prototype” (p. 9). Being similar makes that leader more appealing, therefore securing solid influence among followers.
Reference
Northouse, P. G. (2016). Leadership theory and practice (7th ed.). Los Angeles, CA: Sage Publications.
Pennsylvania State University World Campus. (2016). PSYCH 485 Lesson 4: Power and Influence. Retrieved June 19, 2016 from https://courses.worldcampus.psu.edu/su16/psych485/001/content/05_lesson/01_page.html