Social Media and Leadership

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Joachim S. Müller sacred@web.de

Assignment
Topic:

Web 2.0 / Social Media and Leadership: What are the implications of social media on leaders and leadership? Why should modern organizations consider these implications attentively?

Modul: FGI03 Leadership Course Assignment at university of applied science Stuttgart - AKAD

Teacher from university of applied science: Prof. Dr. Peter M. Wald

Darmstadt, 10/20/2012

Table of Contents
1 Introduction.......................................................................................................................1 1.1 Aims of this Assignment.............................................................................................1 2 Relevant Terms...................................................................................................................2 2.1 Leadership..................................................................................................................2 2.1.1 The Difference Between Management and Leadership.........................................2 2.2 Social Media in Business Environment.........................................................................3 2.2.1 Web 2.0..............................................................................................................3 3 Social Media and Leadership..............................................................................................4 3.1 What are the Implications of Social Media on Leaders and Leadership?.......................4 3.1.1 Mass Collaboration and Social Organizations.......................................................4 3.1.2 Different Levels of Leadership..............................................................................6 3.2 Why Should Modern Organizations Consider these Implications Attentively?..............7 3.2.1 What Changes Could be Anticipated for Hierarchies?..........................................7 3.2.2 What Motivates Today’s Workers?.......................................................................8 3.2.3 What does this Development Demand from Leaders?..........................................8 3.2.4 How could Leaders use the Power of Social Media?.............................................9 3.2.5 Changing Paradigms.........................................................................................10 4 The other Side: Dangers and Fears...................................................................................11 5 Résumé...........................................................................................................................12 Bibliography........................................................................................................................13 Sources from the Internet....................................................................................................14

1 Introduction
“We're following the leader wherever he may go We won't be home till morning Because he told us so” (Lyrics from a song in Walt Disney's animated movie Peter Pan, 1953) Peter Pan, a character created by Barrie, James M. (1902) is known as 'the boy who wouldn't grow up', and he is the leader of the gang The Lost Boys. Still, somewhere within everybody lives that curious child, eager to try new stuff and to find out what the world could be. And we are still searching a leader to follow. Or to be that leader. Social media is just waiting for those curious children. Carmazzi (2010) says: “Traditional leadership is no longer valid in the age of social networks.” So, maybe we will eventually return to that kind of empathic leadership, we intuitively have been looking for since our childhood?

1.1 Aims of this Assignment
First, the relevant terms will be explained, leadership with a special view on the difference to management at a whole. Than a view on social media with the focus on business use is given with a short excursion about the term Web 2.0. Chapter 3 deals with the...
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