Week Two Assignment

Ten Strategic Points

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Broad Topic Area

The impact of social media on leadership and globalization in the modern era

Lit Review

Background of the problem/gap: Social media is a fast growing and relatively new phenomenon sweeping the globe. Today, more people are likely to use social media than read or send an email. This means a globally minded business, can effectively advertise on such sites, and will be more visible via any traditional means typically associated with marketing.

As with anything in business, the key is to have an effective strategy, and provide strong leadership. The world is increasingly competitive, further shrinking profit margins of many products, resulting in the need to maximize every marketing dollar spent. Given the rising affluence existent throughout the mega cities of the world, thousands of global businesses and organizations require modern leaders that can make use of such potential to market not only themselves, but the company as well. To say afloat, social media should be looked at a viable way of gaining new customers, both domestically and abroad, and it is the modern day leader who is chiefly responsible for making this happen. As a result, it is beneficial to examine current literature in this area to determine the possibility of using social media on a grand scale in order to promote stronger and more effective leadership, in addition to looking at both success stories and tales of failure in order to draw reliable conclusions that could provide useful to the effective incorporation of social media moving forward. ii. Theoretical foundations (models and theories to be foundation for study) - The conceptual and theoretical frameworks for this study are drawn from a business management and marketing theory related to business processes, leadership, and the strategies necessary to effectively lead businesses, both large and small, in an increasingly global and competitive international marketplace. Also, the framework includes research that correlates to better understanding various marketing methodologies behind making use of the growing social media phenomenon around the world to better market and position oneself in the modern age. The theoretical basis of the study is intended to provide conceptual evidence through research of the benefits of including social media in the leadership mix for such a global business entity, in an effort to attract a continual stream of new customers and increase productivity/revenue. The conceptual and theoretical foundation of this study will enable leaders in the business and marketing management to be more aware of how to use social media as a mechanism of reaching a new audience with leadership skills that can transform and position businesses for future eras. iii. (c) Review of literature topics with key theme for each one - While most leading professionals today seem to recommend some level of social media presence to be an integral of any marketing mix for any modern global leader, it still takes time and effort to incorporate such a plan effectively. This begins with understanding the various benefits of social media in relationship globally competitive businesses in an effort to determine how to best capitalize on its capabilities. A survey of recent literature revealed several primary benefits to leaders in the context of social media. These are highlighted below.

- Social media advertising can help elevate online search engine rankings for a leader and his or her organization - Termed 'organic search results', businesses around the world are clamoring to be at the very top of a user search when looking for a quality small clothing shop in the city. This is often extremely difficult, time consuming, and expensive to accomplish apart from having some type of online presence. Research reveals that once a sizable audience, or customer base, begins to visa social media advertisements related to business, they will click on links and share stories with their friends, resulting in more website hits and increased traffic. The major search engines in existence today pay attention to all of these factors, and even a small business leader can jump a myriad of places within a search simply by creating a noticeable presence on social media sites throughout the globe. - Social media can enhance the customer service ability of a business and its leadership- Rather than answering customers one by one, social media has enabled businesses and leaders to immediately respond to comments, questions, or concerns in such a way that provides immediate benefit to their entire online customer base. In such a way, prospective customers can also visualize the type of service and responsiveness that a small clothing business can offer and may be more likely to visit either an online or physical store for a try. Research also reveals that this is a benefit that globally minded businesses have over large corporations, as the ability of the latter to respond adequately to a large number of questions or comments made online has proved quite difficult. Small business leaders, however, can employ an aggressive tactic to respond to the comparatively small number of requests that they are likely to receive via a social media outlet. - A social media presence can develop and enhance the online personality of a leader - Social media can enable the modern day leader to be creative and dare to think outside of the box. While many customers see many businesses and organizations as one and same, social media provides an outlet where leaders can differentiate themselves and their companies from the rest of the competition by working hard to be innovative is the social media messages and programs that they develop. - Social media makes it easier to network with other leaders in the area - Business competition does not have to be cut throat in nature in all situations. There are many instances where leaders in a given industry can work together and drive up customer interest. Two different small businesses located in opposite area of the city, for example, can create joint social media marketing campaigns that draw upon the combined resources of both shops. In so doing, the resulting social media presence can serve to drive up customer volume in both shops simultaneously. This exchange taking place via social media also enables small business owners in the area to connect with one another, in a mutual exchange of ideas and suggestions, and an effort to help support each other in their desire to develop a strong and prosperous business, given the really of operating in such a large and global region.

iv. (d) Summary - By its very nature, social media drives people to a global business that they might never have heard of it otherwise. Social media itself is a platform that enables users, if they like a particular business, to instantly broadcast that very fact to all of their friends. It is the ultimate in 'word of mouth' advertising, yet such comments can literally reach thousands of individuals instantly. Whereas traditional forms of advertising and leadership depend on money being spent on a campaign, only to hope that the desired target audience sees and resonates with the ad, social media is a de facto free form of advertising when taking into account customers doing the advertising for you. In a large and globally minded organization or business, leaders who do not make use of social media would be missing out on this compounding effect, as revealed in recent studies.

Problem Statement

The problem statement relates how the world is increasing technologically to the point that businesses and organizations are no longer tied to one geographical location. The world is truly open for business, and today’s leaders are finding themselves in unique positions to create a social media presence to adequately manage and organize their professional life.

Research Questions

What methods assist leaders to make effective use of social media in today’s competitive modern and global society?

Sample

Purposive sampling is the employed strategy within the scope of the qualitative research, and a sampling technique provides a clear purpose in selecting the participants for the study. Purposive sampling does involve a selection of studies or individuals who have a direct frame of reference to key objectives and questions forming the basis for the study.

The research study involves a set number of participants invited to take part in interviews based upon predetermined criteria designed to specifically meet the objectives of the study. The recruitment of participants interviewed will take place within the researcher’s geographical area, because of logistical factors. The narrow area of research is accommodating so the researcher can schedule time to meet with interviewees. Another reason for this choice is the travel expense related to the distance traveled by the researcher and interviewee.

Video interviews via SKYPE technology was considered as a possibility but is avoided to allow more of a personal connection to generate meaningful and thought out responses from the participants. A process also known as convenience sampling, which involves selecting a sample population in terms of the ease of accessibility. Critics argue against the widespread use of convenience sampling owing to the propensity for encountering the problem of generalization, but it is deemed acceptable for this research study, because of the relatively small size of the sample.

Naturally, researchers desire to arrive at reliable and valid conclusions, so the study was constructed with the objective in mind. When considering the research questions, gaining the unique insight, perceptions, and experiences of selected participants is important. This perception is based upon results attained from comments designed to be detailed and exhaustive, according to the reinforcement theory. The research questions form the foundation for the study, so a focused and detailed report will be prepared that aims to provide a narrative account of descriptions and experiences related to the respective attitudes towards the reinforcement theory, as expressed by each participant in the interview process.

The population targeted for the project is composed of professionals with vested interests in productivity and efficiency levels of employees in the modern workplace environment. The number of participants selected to participate is between 20 and 50 participants. This is a manageable number that provide the researcher the time to conduct an exhaustive interview process, compile and code the data, and determine common themes that exist between participant responses. Chosen participants are individuals who represent the broader population of those concerned with the methods that social media provides, and the positive impact on overall leadership potential of organizations with a global presence.

Describe Phenomena (qualitative) or Define Variables/Hypotheses (quantitative)

Hypothesis - Social media is transforming the way leaders lead organizations and businesses that have a global presence.

Null Hypothesis - Social media has a negligible and statistically insignificant impact on the way leaders lead organizations and businesses with a global presence.

Methodology & Design

Qualitative studies consist of multiple components, each affording researcher with an opportunity to arrive at focused and direct perspectives, related to the theme corresponding to the project. This allows participants to provide their own narrative and opinion about how to address research questions.

A primary focus of the study is to provide readers with an in-depth account, provide summaries to reflect the thoughts and insight of each participant, related to how social media is useful in improving modern-day, global, and competitive workplace leadership. In doing so, it is important to minimize any bias on behalf of the researcher and participants respectively. This eliminates any confusion in terms of why each question is presented, in addition to perplexed assumptions.

The study employs an epistemological and exploratory design focused on attaining descriptive comments from each participant, related to their unique perspective and interpretation of the topic.

Purpose Statement

The purpose statement of this research study determines various methods of how social media is reshaping how professionals develop leadership skills in an increasingly global and competitive business environment

Data Collection Approach

Data collection will consist of Interviews based on the convenience of the participant(s), and the researcher. The interview will consist of open ended, and semi-structured questions. If more clarification is needed a participant’s response, the researcher will provide follow up questions to add to the quality of data assembled for the study.

The responses will be digitally recorded, which allow the researcher to focus on the interview. Participant response confidentiality is assured during the interview or report writing aspect, and the researcher will be the only individual with access to the digital recording(s). Recordings are deleted in accordance to the timetable provided by the University, regarding the deletion of digital data.

The researcher will provide assurance the participants understand any such risk associated with their involvement in the project, and each participant is provided with a statement of informed consent.

Data Analysis Approach

The Data Analysis approach consists of a minimum of 20 to 50 participants who are selected to take part in the in-depth interview process. Each participant response is assembled in narrative fashion and incorporated into the data collection of the study. This number is determined statistically significant within the scope of qualitative studies and is sufficient to reflect the broader population within any given sample size.

The main objective of this qualitative and exploratory study is to determine various ways that social media is an effective tool leadership uses in a global business. It is important to implant a semi-structured interview process to elicit detailed insight and perspectives to establish common themes amongst the participants. The narrative comments are coded and related to information provided in the literature review to determine what commonalities exist, and how they relate to the formation of conclusions to the research questions.

Participant comments are considered reflective of a portion of the overall population. The determination of common themes developed within the narratives and allow researchers the opportunity to determine how useful social media is in a professional environment to promote stronger leadership potential.

Qualitative research is appropriate for the study to determine if organizations are ready for change. The benefit of the study determines what attributes of change must be present. Additionally, it is important to gain insight and perceptions of leadership in any given industry going through to change the determination of their own state of readiness.

Qualitative studies allow researchers to observe perceived states of readiness, and interview professionals in the field to obtain responses to key questions. The responses provide researchers with a narrative to ascertain common themes related directly to forming reliable and valid conclusions regarding research questions forming the foundation for the study.