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• W54570469 abstract "[ILLUSTRATION OMITTED] THERE ARE OVER 7 billion people in the world today, and over 1.2 billion of them have a Facebook account, more than 550 million subscribe to Twitter, and over 1 billion visit YouTube each month. (1) These sites belong to the category of social media, or a collection of online platforms and tools used to share content, profiles, opinions, insights, experiences, perspectives, and media itself, facilitating conversations and interactions online between individuals or groups of people. (2) People often use social networking interchangeably with social media, but social networking is the act of using platforms of social media. (3) Although their definitions are rapidly evolving, both involve collaboration, interactive dialogue, and making connections. (4) Social networking is not a new concept or term; people have done it in person for centuries. However, social networking using social media is not much older than a decade, especially in the Army. The Army and Social Media Army social media pioneers Col. Tony Burgess and Col. Nate Allen had the foresight and motivation in February 2000 to transfer their after-hours, front-porch conversations about their company commands into a virtual front-porch community that evolved into the Company Command Forum. (5) The Army created many other forums modeled after this one, which serve as collaborative sites where personnel can seek help, learn, share, and make connections. The U.S. Army's Office of the Chief of Public Affairs formed an Online and Social Media Division in January 2009. (6) The division focuses on the effective use of social media to provide relevant and timely information to vast audiences as news and content delivery becomes portable, personalized, and participatory. (7) As evidenced by membership numbers, many uniformed and other personnel have embraced these collaborative tools, but significant numbers avoid or ignore their possibilities. Although there is no substitute for face-to-face communication, social media is a powerful tool Army leaders should leverage and integrate to extend and enhance their leadership influence. This essay examines concepts of leadership and the phenomenon of social media and how leaders can leverage and integrate the social tools available across the modern human landscape. Whats and Hows of Leaders and Leadership There are countless definitions of leadership and descriptions of what leaders must do, but most agree that leaders should be able to influence others to take action by using a variety of measures. Organizational-culture professor Dr. Edgar Schein argues the function of leadership is to perceive functional and dysfunctional elements of an existing culture and manage evolution and change so the group can survive in a dynamic environment. (8) Harvard professor and cognitive psychologist Dr. Howard Gardner defines leaders as individuals who significantly influence the thoughts, behaviors, and/ or feelings of others. (9) In the book In Extremis Leadership: Leading as if Your Life Depended On It, retired Brig. Gen. Thomas Kolditz stated that leaders can profoundly influence followers in life-threatening contexts. (10) These small samplings of definitions all suggest influence is critical to leadership, and this point appears valid. Now consider what leaders do with this influence. The Leadership Institute's founding chairman, Dr. Warren Bennis, proclaims leaders provide direction and meaning, generate trust, create a sense of hope, optimism, and investment in the future, and act to get results. (11) Combine these ideas with previous concepts of leader influence and compare them to the Army's definition. According to recently published Army Doctrine Publication (ADP) 6-22, Army Leadership (August 2012), leadership is the process of influencing people by providing purpose, direction, and motivation to accomplish the mission and improve the organization. …" @default.
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• W54570469 title "Virtual Influence: Leveraging Social Media as a Leadership Tool" @default.
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