Trending Now: Digital Leadership Education Using Social Media and the Social Change Model

Abstract

The current article examines social media applications as a tool for positive social change. The number of users on applications from Facebook to Twitter and Instagram continues to increase in all demographics. These tools are being integrated into our daily activities and challenging boundaries, roles, and even possibilities globally. Currently, there exists a gap in developing competent leaders capable of leading change using social media. Education leaders and leadership education programs can adapt the values of the Social Change Model to reflect and apply digital competencies to their practice. Digital leadership requires reflection on online self‐awareness and congruence, grappling with the controversy that comes with cyber civility and how to be a digital citizen prepared to inspire positive social change.

Social media strategy for online service brands

“…Social media can play a significant role in and have a notable influence on brand management for service firms, as evidenced by current social media events with service brands such as United Airlines (Hazlett, 2013), Southwest Airlines and Domino's Pizza (Pang, Hassan, & Chong, 2014), HMV, Aflac (Allen, 2014) and even the personal service 'brands' of Singaporean politician Grace Fu (Pang et al, 2014), Dr Phil or PR executive Justine Sacco (Ahlquist, 2014) where social media enabled an explosive consumer response to firm activities perceived as negative, jeopardizing brand equity and the service brand's reputational capital. Kaplan and Haenlein (2010, p. 61) define social media as 'a group of Internet-based applications that build on the ideological and technological foundations of [the Internet] and that allow the creation and exchange of user-generated content.'…”

Digital Student Leadership Development

“…A digital student leader recognizes the power of social technology tools, including the effect of their online activity on their leadership capacity, and seeks out tools to better their community for positive social change. Building from the competencies of a digital student leader listed earlier in this chapter (Ahlquist, ), the pillars of digital leadership education intend to empower digital student leaders.…”

“…Researcher Rey Junco () defined digital identity as “the conscious or unconscious process by which people try to influence the perception of their image, typically through social interactions” (p. 111). Educating students on digital identities includes online self‐awareness and reflection on their digital profile (Ahlquist, ). In the social change model (HERI, ), individual values (consciousness of self, congruence, and commitment) lend themselves to guiding students through the discernment and exploration of self both in traditional and virtual settings.…”

“…One of the elements, digital health and wellness, is defined as “physical and psychological well‐being in a digital technology world” (Ribble, , p. 11). I took this one step further, calling for “establishing personal virtual boundaries, including privacy, time management, and overall wellness” (Ahlquist, , p. 59). The awareness of technology use in one's daily life is one place to start reflecting on this pillar.…”

“…This pillar employs activities and actions that call upon students to reflect on why they post what they do. It also educates them on the impact their social media activity has on their campus, local, and global communities and provides a means to strategize future use, including “digital decision making strategies based in positive, authentic, and constructive activity” (Ahlquist, , p. 59). This is especially a key area to apply the digital reflection model, including asking for feedback from peers and mentors to understand the impact of digital decisions and further refine future online actions.…”