The internet, ah, what a discovery. Over the last 10 years social media outlets have taken over advertising and marketing, not to mention just about everything else. If you have a teenager, you are well aware of the impact social media and its influencers have on society. Social media platforms like Facebook, Instagram, Snapchat, Twitter, TikTok, and YouTube have revolutionized how we communicate, learn, and behave.
Before the trend of social media, marketing and advertising usually involved well known celebrities, companies knew that if they used a famous celebrity to advertise their products followers of those celebrities would be enticed to buy. The thought that if it is good enough to be used by a celebrity than it must be good, would create a demand for the supply. What is interesting about the birth of social media influencing is that the influencing comes from everyday people, not just celebrities. A person establishes followers and the more followers the more they spread their brand. Everyday people have made careers out of social media influencing. People like James Charles, Jeffree Star, Charli D’Amelio, Luisito Comunica and Avani Gregg got their start of social media platforms teaching people about beauty, traveling, politics, fashion, current events, woke culture etc.
We know from Northouse (2019) that leadership is a process where an individual INFLUENCES a group of people to achieve a common goal (Northouse, 2019). When we use the term leader we may think of important men and women who run companies, work in the government, a president, or a queen; we might not think of a social media influencer. But for the generation who tune into these people, they are much more influential than the 46th president of the United States- Joe who? I can tell you firsthand, that my teenage daughter does not have a clue about spending trillions on infrastructure, or why the price of gas went up, but if you need to know what the newest slang is or how to create the perfect smokey eye, she is your girl. Part of the process of leadership is a transactional relationship between a leader and the followers (Northouse, 2019). It is this very transaction that creates a massive social media following and platform.
Social media influencers have a unique position in that they have the ability to reach a large following of people through different channels and normally hitting a target market. What is interesting with regard to these influencers is that they have immense power and although they may be great influencers is their influence a disservice to our youth? I say youth because as an adult you should have the know how to distinguish between what is useful and what is not, in short, our youth is malleable and vulnerable to suggestion and influence. With people tied to their phones it is no wonder that social media is not only an innovative way to market and advertise but it is imperative in order to reach the younger generations. So, what do these leaders (influencers) possess in terms of leadership skills and traits?
First it should be noted that most social media influencers are emergent leaders and not assigned leaders. Emergent leaders are those who take on the role of leadership because they are the most influential member of the group (Northouse, 2019). More specifically, social identity theory explains this phenomenon. The emergence of leadership has to do with the degree at which the leader fits the identity of the group—again a transactional piece of the leadership process (Northouse, 2019). We know that successful influencers can be said to have charisma (a desirable trait) and vast knowledge about their specialty. Have you noticed the amount of people doing more and more DIY projects? YouTube has become a hub for self-sufficiency. The path-goal theory is about how leaders motivate followers to accomplish goals (Northouse, 2019). This is not only seen in DIY projects found on YouTube but on TikTok videos about life hacks, and Instagram pictures and how to execute the perfect filter. As I said not all leaders are those who hold a position of an elite executive or a member of government, but sometimes they are the everyday person who has an idea that sparks a following.
Social media influencers are some of the most influential people in our children’s lives. They are good at what they, which in turn makes them effective leaders. That is not to say that what they are selling or promoting is inherently “good” or bad, but that they are good at making you want to do it or use it.
References
Northouse, P. G. (2019). Leadership: Theory and Practice. 8th Edition. Los Angeles: Sage Publications.
Sheniqua Smith says
Amanda,
Thank you for your post, and you are so right about how social media has changed the game about trendsetting and leadership. The two social media platforms that I use are Instagram and YouTube, and I need to be careful because I will get caught up on there for an hour, which I cannot get back. Although I am much older than the individuals you are primarily referring to in your blog, I enjoy watching quick videos about exercising and dance routines. Fortunately, since these platforms were not always around, I know how to communicate and what is going on globally because these platforms are not my only source of information.
I remember when commercials with celebrities were a huge deal, like Billy Dee Williams advertising Colt 45 and Will Ferrell in the comedy commercial persuading the drinking of Bud Light. I do not drink beer now and did not back then; however, I saw how it persuaded my friends to drink those beers due to the celebrities promoting the brands. The good thing about the new trend is that everyone can be a leader, such as we learned about the Skills Approach (Northouse, 2019). The Skills Theory talks about three different approaches technical, human and conceptual (Northouse, 2019). These modern-day leaders utilize all three avenues, which aids in their success. The technical approach is when they hone in on their technology skills to set up the app to get their desired look, like using filters on Instagram (Northouse, 2019). On the other hand, human skills make them come alive as these leaders know what language to use and what people are interested in connecting with people worldwide (Northouse, 2019). Now conceptual skills are the one I believe they possess the most of as they have the forethought in planning for the desired outcome (Northouse, 2019).
The Path-goal theory is an excellent example of your daughter watching numerous videos on creating a smokey eye. The leader defines the reason for the video, clarifies the path to reach the smokey eye, removes any doubt that it can be done, and provides any support needed, such as feedback and the ability for questions to be asked (Northouse, 2019). All these things lead to motivation, and the followers continue following the leader and refers friends to as well. Another leadership approach that I believe fits with your topic is authentic leadership. The new leaders can be themselves, and people see them as real and relatable (Northouse, 2019). The old version was very scripted, and now these new leaders are very personable, and social media provides a direct link to communicate with them through direct messaging.
Social media can be good and evil, so we need to consider what we post and say as it affects our future. Those who used to be regarded as leaders are slowly fading away with the new social media generation. Social media is used for a myriad of things, but the information is not always accurate. However, it is the only source of information for some folks. We refer to it as the trashcan of social media because people take it for truth no matter how untrue things are. If social media said it, then it must be true. This group-think mentality prevents individuals from developing their own opinions, such as the folks who think the election was stolen without any actual proof other than someone else’s word. Thanks again for your blog. You did a great job.
References
Northouse, P. G. (2019). Leadership: Theory and Practice. 8th Edition. Los Angeles: Sage
Publications.