A social network approach to examine K-12 educational leaders’ influence on information diffusion on Twitter

This study investigated the relationship between the leader’s gender, leadership position, Twitter use, and influence on information diffusion in the communication network on Twitter. We collected the 30,200 latest tweets of 151 active Twitter users who held educational leadership positions. Results of social network analysis and multiple regression analyses suggest a gender inequality in the leader’s influence on information diffusion in the network. Findings also indicate no significant relationship between leadership position (district vs. building) and a leader\u27s influence in the network. Moreover, Twitter following was positively associated with the leader’s influence in the network, whereas the number of followers, weekly tweets, and the time of Twitter account creation did not predict the leader’s influence. Practical implications on how leaders use Twitter to disseminate information are discussed