Tweeting #Leaders

Lei Vincent Huang, Tien Ee Dominic Yeo
2018 Internet Research  
Lei Vincent Huang is a PhD candidate in the School of Communication at Hong Kong Baptist University. He is also a visiting graduate student at University of California, Santa Barbara. His research examines social media use in the contexts of organizational communication, interpersonal communication, and public relations. He is specifically interested in social media affordances for organizing and strategic communication as well as tensions in these processes. He is also interested in
more » ... tation and impression management in online dating contexts. Tien Ee Dominic Yeo obtained a PhD in Social and Developmental Psychology from the University of Cambridge. He is presently assistant professor and program director of organizational communication at Department of Communication Studies, Hong Kong Baptist University. His research examines the use of social media (mobile apps, social networking sites, and user-generated content), particularly in relation to information seeking and sharing with specific user groups. Running head: CEO SOCIAL MEDIA COMMUNICATION 2 Abstract Purpose -To better understand executive communication on social media, this paper examines the pattern of messages posted by chief executive officers (CEOs) on Twitter and their retweetability (rate of reposting by other users). Design/methodology/approach -The study data comprises 1068 original tweets randomly selected from all Fortune 1000 CEOs tweets in 2014. The impact of the contextual factors (industry background, activeness, and Twitter age) and content factors (content types, supplementary information, and linguistic features) on retweetability was examined through regression analyses. Findings -CEOs tweet to share information and insights, to promote their companies or products, to update work or life status, and to interact with the public. Original insights, promotional messages, and seasonal greetings were most likely to be retweeted. CEOs' backgrounds, usage of hashtags, and certainty of language were also positively associated with retweetability. Practical implications -CEOs may enhance their online social influence through demonstrating leadership by sharing insights about their organization or industry and posting topical messages (e.g., season's greetings). Furthermore, CEOs could use hashtags strategically to initiate or participate in discussions and promote their personal visibility. Originality/value -This study is one of the first to evaluate how leaders of the largest companies in the US communicate on Twitter. It contributes to a theoretical understanding of the factors underlying online influence-the influence of the status of the online communicator versus the message content on information forwarding.
doi:10.1108/intr-08-2016-0248 fatcat:ar7csgvhsfgepfe4wnz6hoy7bi