Air force leadership innovation through the utilization of social media: A qualitative study

The field of sociology describes a wealth of leadership practices derived from research conducted across complex fields of study. In one particular field these practices comprise a fundamental element of the successful integration of social media as a professional communication method within the United States Air Force. New leadership practices continue to develop as modern communication technology advances the global reach of social media, thereby influencing the communication of critical information between superiors and subordinates at an accelerated rate. This study utilized a qualitative research methodology to analyze the professional use of social media by commanders in the United States Air Force. Results determined large-scale leadership methods are enhanced through effective intra-organization communication that utilizes social media as an ancillary leadership medium. The application of the purpose statement and research questions utilized existing analysis on this subject to further analyze these relationships. The purpose of this qualitative study was to identify common leadership styles utilized by Air Force commanders who successfully employ social media as an ancillary communication medium with subordinate Airmen at their home-station organizations. A critical examination of data collected resulted in a grounded theory and evidence-based leadership model that combine to effectively enhance professional social media communication between Air Force commanders, subordinate Airmen, and their families.