Social Media In Business & Political Communication… It’s A Brave New World!

Science and technology have radically changed the way humans communicate today and will continue to drive the changes that will occur for generations to come.  Today, more than ever, technology has changed our lives quickly through methods, style, purpose, and the craziness that can’t be tracked or analyzed fast enough until the next surge technology occurs.

Humans started with the communication aid of the ‘pictograph’ and later the ‘printing press,.’  Letters were sent and then came the first telephone.  And, over time, the computer was built.  Then, the world wide web took over.  Within just a few years, humans were connected all over the world.

With today’s massive communication channels, there are no filters built into the process.  Therefore, communicators and receivers have become a part of the ongoing large amount of chatter with everyone picking and choosing what, who, and when to communicate.  According to the McKinsey Quaterly (2010), 50 billion devices will be connected by 2020.  The madness will not stop.


“Be candid with everyone.” – Jack Welch

Although still in its infancy, business leaders within all areas of society are starting some type of social media to communicate to customers and employees.

General Electric is one of the companies leading the way for leaders to use technology with both traditional and social media methods of communication to drive strategy, advise employees, and drive daily business.  The organization’s efforts so far have been successful, and leadership is expected to create a new dynamic communication style.

President-Elect Trump’s leadership of communication seems to follow the business world with direct interaction to drive strategy, advise Americans, and create daily involvement of Americans in their government.  It’s a style all of its own in American politics that is refreshing and so desperately needed as we reach uncontrollable levels of debt and mismanagement that would not be acceptable in the business world.

Danger Zone for Leaders

One of the dangers in using social media for communication by any leader is having others over thinking what is being stated and analyzing the information incorrectly.  Perception of the reader to interpret and re-communicate to meet their own needs is a danger zone.

Remembering as Peter Drucker said, “The most important thing in communication is hearing what isn’t said.”

Why is it important for leaders to communicate directly with a variety of tools?

Communication trends indicate technology has created the means for direct communication using social media, and Americans enjoy the experience.  Leaders that want to successfully deliver information will learn very quickly the power of social media.

According to a Pew Research report (2015,), “65% of American adults use social media, which include specific trends by age groups, race, income, and education.:

Who uses social media?

35% of Older Americans (65+)
90% of Younger Americans
68% of Women
62% of Men
65% of whites
65% of Hispanics
56% of African Americans
58% of Rural Americans
68% of Suburban Americans
64% of Urban Americans
54% With High School Diploma
70% With Some College Education
76% With a College Degree
56% With Earnings of $30,000 or Less
78% With Earnings of $75,000 or More

Why is mass media communication scary?


Dr. Jacqueline B. Lang
Dr. Jacqueline B. Lang
Dr. Jacqueline Lang, MBA, MPA, MSED has 20+ years of leadership experience in a variety of industries (manufacturing, services, politics, and education). Her career has been within Fortune 50, 500, 1000 and private organizations across the U.S. and in higher education. As well as a U.S. Congressional Campaign Manager. Along with serving in the United States Army Reserves. She currently divides her time as a Business Professor & Small Business Owner in the Cannabis Industry. #Entrepreneurship - #e-commerce - #educator - #BoardMember.


  1. Effective and lasting leadership must necessarily change with the times and adapt to changes brought about by social media.
    This is the thesis shared by most of the leaders, aware of the need to make their own strategies of communication, sharing and persuasion offered by social tools, avoiding to consider them mere waste of time, but conceiving them as indispensable resources to innovate and network, building solid and lasting relationships. In order to improve confidence in a corporate brand and to retain employees and collaborators, it is essential to let a human face interact and communicate: the leader should therefore “get involved” on social media, avoiding to appear unreachable by part of the employees and customers but trying to be more available. At the base of a social leadership there must be an authentic and direct communication, above all to reach and retain the employees belonging to the younger generations.
    Furthermore, social media represent an effective tool to create an environment characterized by openness and transparency, favoring the transmission of ideas, strategies and visions, but also the cohesion among collaborators and the sense of belonging to the same community.