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Leveraging Social Media for Leadership: Analyzing Brenda�s Twitter Campaign for Employee Engagement

Case study examining the effectiveness of social media strategies in improving workplace engagement

Benjamin Fisher
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Leveraging Social Media for Leadership: Analyzing Brenda’s TwitterCampaign for Employee EngagementBrenda is the director of claims processing in a business process of outsourcingcompany that specializes in taking care of the payroll andbenefits administrationfor small-and mid-size companies. Her manager, the CEO, has told Brenda that herleadership skills are satisfactory, but it would be better if she had a bigger impact onthe employees in her area or responsibility. “Touch their lives more; be a biggerinfluence,” the CEO told Brenda. “It’s up to you to figure out how.”In thinking about potential tactics, Brenda though of having a bigger impact on herdirect reports, as well as other members of the company, by sending themencouraging tweets. Brenda reflected, “Using twitter, I can spend about thirtyminutes per night developing the type of positive relationships it would take daysand hours to do with lunch and coffee breaks.”Two days later, Brenda began her twitter campaign. Much to her comfort, she foundthat mostpeople in her target group had accounts. Some of brenda’s tweets were asfollows.1. What impact do you think Brenda’s tewwting will have on her leadershipeffectiveness?Brenda’s use of Twitter can significantly impact her leadership effectiveness,particularly in terms of increasing her visibility and engagement with her team. Byregularly interacting with employees, Brenda can foster a more personal andapproachable image, which could enhance her relationships with her team. Tweetsprovide an opportunity to share encouragement, recognition, and motivation, whichcan boost employee morale and job satisfaction. This form of communication showsthat Brenda is actively involved in her team members' lives, even in a less time-consuming manner than traditional face-to-face meetings. Over time, this consistent

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