Chapter 8: Exploring the Transactional and Transformational Leadership Characteristics of Social Networking Communications
From the Book: The Refractive Thinker®: Vol IV: Ethics, Leadership, and Globalization


Social networking software such as DIGG, Facebook, Flickr, MySpace, Twitter, and YouTube have changed business communication methods using real-time, two-way communiqués. Transactional and transformational leadership skills influence viewers to engage in social network communities by employing the careful use of words to connect with followers emotionally to inspire action. The purpose of this qualitative content analysis was to explore the content of top-ranking leaders who have a phenomenal number of followers on Twitter to understand how to best leverage this new media communications technology. Three predominant themes emerged that described elements of the communiqués based on the clustering of similar words found in the data, which were (a) emotions, (b) collaboration, and (c) individual action. These thematic elements demonstrated the specific transactional and transformational leadership characteristics found in communications of top-ranking leaders using the Twitter social networking tool.
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