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8/7/2019 Data Mining for Social Movement Theory Analytics in Leadership Engineering. Patty Johnson
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DataMiningfor SocialMovementTheoryAnalytics
inLeadershipEngineeringbyPattyJohnson
February18,2011
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Smoke filled conference rooms with fist banging, object throwing, and a lone
woman or none at all were norms at the outset of my business career. Despite some
changes, professional womens groups participate in a chorus of head nods when I speak
of the times. You are at a meeting. You say something and are ignored or negated.
Within minutes (at this point women begin nodding their heads) a man in the group
presents the same idea, with almost identical words. Everyone thinks its a great idea and
no one seems to notice that you said the same thing a few minutes ago. You are
dumbfounded the first time this happens. The third time you stop speaking (Perschel 3).
Where can one turn for advice?
Glen Kelman, Redfin CEO, was listed as one of 10 Examples of Tremendous
Business Leadership by American Express (Stansberry). Under his leadership, Kelman
decided to charge clients only one-third of the amount typical for real estate agents. This
created a serious problem as other agents refused to use his service and proposed that
others do the same. Kelman turned to social media and started a blog to outline his
dilemma and the reasoning behind his decision. He said, "I honestly believe that if Redfin
were stripped absolutely bare for all the world to see, naked and humiliated in the
sunlight, more people would do business with us" (Stansberry). His approach is
incredibly forthcoming and highly successful. How can others emulate his leadership
style? Where did he get the inspiration to choose this path of action?
DataMiningforSocialMovementTheoryAnalyticsinLeadershipEngineering
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How does the leader of tomorrow prepare today? What tools are necessary and
relevant to how businesses function and remain sharp? How does one remain up to speed
with current trends, leadership styles and management approaches? How do we analyze
data and tap into creative minds to engineer leaders? Imagine listening and learning from
the best and the brightest minds on the planet through social media tools. An ancient
Chinese Proverb states, A single conversation with a wise man is worth more than ten
years of study (Quote Garden). Social movements coupled with social media identify
paths of daily opportunities to listen, learn and then lead; thereby engineering leaders.
In seeking to find solutions to challenges leaders and businesses are facing today,
where can one turn? Data mining for social movement theory analytics in leadership
engineering through social media is the direction of the future and provides inspiration
for future leaders to follow. Data mining provides the information and statistics to help
identify patterns. Social movements demonstrate the power of people to affect change or
to implement new thinking. Social media provides tools to create instant communication
and direction. The combination of all three creates an energetic environment that can
engineer leaders.
DataMiningCan data mining fill in the gaps and give focus to an otherwise murky situation?
What exactly is data mining and what value does it bring? Jason Frand, Technology
Professor at UCLA, explains it this way, data mining (sometimes called data or
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knowledge discovery) is the process of analyzing data from different perspectives and
summarizing it into useful information (Frand). Simply having lots of data is not
necessarily a great thing unless a way can be found to use it and apply it.
SocialMediaWhat is social media and how can it be applied? Social media is technology for
social interaction. A few of the most popular social media tools include Facebook,
Twitter, RSS feeds, email, and texting, Utilizing social media tools such as Facebook or
Twitter allows a person to learn tips, tools and techniques from role models in real time.
Social media outlets are tools of today that are helping to engineer the leaders of
tomorrow. Michael Stallard, President of E Pluribus Partners as well as a speaker and
author on leadership, tweeted We cant self-help our way to greatness. It requires
humility and wisdom to know we need coaching, advice and encouragement from others
(Stallard).
One of the goals of social media is identifying people who are considered
influential in their respective spheres. The discovery of those with whom one identifies
propinquity creates an instant rapport and engaging environment which motivates one to
emulate the actions and decisions of those he/she is following. Tweets (texts on
Twitter) are microblogs that are limited to 140 characters which can be sent directly to a
cell phone. Once one has identified a person or company of interest, he/she can choose to
follow (receive) the posted tweets. Tweeting is the preferred tool for engineering
leaders as the information can be relayed, read and received in an incredibly short time
allowing opportunities to think, react and lead.
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As of April 2010, Twitter touts 105,779,710 registered accounts with an
astounding average of 55 million tweets each day (Bosker). Facebook currently touts
over 500 million active
accounts and 10,000 websites
plug in to Facebook every day
(Facebook). Roughly twelve
million American bloggers
were counted in April 2006
(Caslon Analytics). RSS feeds
claim 1.6 million podcast
subscribers (Hrastnik).
USAToday states that email
in the top four email service
companies holds a record
651.3 million users (Graham).
With such enormous resources
available, one can easily
identify and tap into people
and/or organizations with the skill set and knowledge that one individually seeks to gain.
Figure 1 is a graph demonstration of Twitter relationships in Belgium discovered through
data mining and demonstrates levels of interconnections in relationships (Hurst).
Figure1:TwitterRelationships
Source: , April 8, 2007
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SocialMovementsWhat are social movements? What role do they play in leadership applications?
Social movements are group efforts to propel change or to introduce new ideas. With the
introduction of social media, social movements or opportunities for action provide real
time access to industry and opinion leaders which can engineer the leaders of tomorrow
(Canel 15). Since no one has time to research everything coupled with unexpected
opportunities to act that rarely surface when one is seasoned and prepared, social media
tools can inspire, instruct and institute leaders. Professor Domhoff, University of
California, Santa Cruz, said, But case studies also show that these movements go
nowhere without an electoral component (Domhoff). He goes on to list examples such
as womens suffrage and civil rights. History concurs that these movements would not
have succeeded without electoral support. Social movements can be as simple as
organizing a neighborhood to protest another bar moving in or additional unwanted
development to an already congested area. However, social movements must be
presented in a positive way with solutions and not only complaints. This is where
engineered leaders are needed.
Facebook is the tool of choice for framing todays social movements. Political
careers are launched and made through Facebook while Twitter allows followers to feel
personally connected with up-to-date news. Levi Russell, Tea Party communications
director, said, Facebook allows us to promote and organize events in a whole new way
(Unze). Organizations have yet to realize the full potential available to engineer leaders
with daily opportunities to get involved, listen, learn and then lead.
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How do social movements define our world? Social movements give voice to the
population. Those who are educated and current on social and professional issues,
position themselves to
make a difference. This
is exactly where leaders
are engineered. There are
daily opportunities to take
a stand on an issue or
simply something that
someone deems important
enough for others to take
notice. Potential leaders
should be constantly
seeking for behaviors and
traits that he/she wishes to acquire. By being exposed to these behaviors and traits
demonstrated through social media and social movements, they can be emulated; thus,
bridging the gap from theory to practice. Figure 2 beautifully highlights connections
while heavy clusters of stronger relationships are clearly evident (Kiss).
LeadershipEngineeringWhat is leadership engineering? How does one engineer a leader? A Harvard
Business School study demonstrates that the being of being a leader and the actions of
the effective exercise of leadership can be accessed, researched, and taught (Erhard, et
al. 2). Just because one isnt born with inherent leadership abilities, does not preclude
Figure2:FacebookSocialGraph
Source: , 9 March 2009
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him/her from achieving leadership skills. The skills that are researched and achieved
through diligent efforts generally pay the most dividends. Sometimes people are placed in
situations where he/she must either stand up or choose to remain silent. One more readily
chooses to stand when one feels prepared to do so. The global laboratory, that social
media and social movements provide, engineers future leaders.
A recent example in Utah is found in Holly Richardson. Richardson is a
politically active mother who decided to blog and tweet about the Utah Legislature
during session. She gathered quite a following as there were many people interested in
keeping up with what was happening on Utahs Hill, but who were unable to witness or
study it. Richardson enjoyed this level of involvement so much that she volunteered to do
it again the next session. Her continued study of the legislative process through the
members of the Utah House and Senate became incredibly valuable to those who
followed her. Richardson learned things that she could not have learned anywhere else.
She shared her thoughts and discoveries with those who were following her. This created
an environment of change as well as many opportunities for hundreds of people (her
followers) to lead and make a difference. Boundary lines were recently changed and the
incumbent Utah House Representative for Richardsons area was deposed. This created a
unique and unforeseen opportunity to hold an emergency election in which she was
prepared to jump in and run. Speaking to her community, she said, We need the ability
to have someone hit the ground running, who knows the people and the process on the
Hill (Warnock). Richardson won by an overwhelming margin and was sworn in as a
Utah State Representative where she will continue to Tweet, blog and remain socially
connected to those who rely on her to keep them current.
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Another example comes from Iceland. In 2007, shoplifters in Iceland preferred
leg of lamb over anything else with cheese, bacon and coffee coming next in line. With
the recession in full swing, staples outweighed the typical stolen items one would expect
to see. Through data mining, it was determined that 1.6bn worth of products was stolen
by customers while employees helped themselves to an additional 1.3bn. Not to be left
out, suppliers soaked their clients for 209m in fraudulent charges. The list isnt complete
yet, 73m went to credit card fraud, 39m to outright robberies and a whopping 666m was
lost through waste. The bill for the increased cost of additional security (the knee-jerk
solution) came to 785m. The grand total for covering the cost of theft was 4.6bn
(Hadfield). Data mining can help manage inventory, but it cannot groom a leader. The
information, while invaluable, needs to be coupled with application of leadership skills to
implement a solution. Shoplifting was clearly the social movement choice in responding
to the economic pressures. Responding through social media, a simple, fast and effective
method of sharing information and thoughts, executives were able to truly benefit from
real-time knowledge. The trickle-down effect of their decisions impacts the economy and
ultimately all consumers. Retailers and businesses took note of what other business
leaders across the globe were doing to address this issue before coming to a conclusion of
their own. The utilization of social media tools inspires new thought while providing
model behavior of those deemed impressive enough to follow. The success of leaders
becomes the success of business which becomes the success of the community.
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GlobalLaboratoryfortheLeadersofTomorrowAs you can see, data mining for social movement theory analytics demonstrates
daily opportunities for leadership engineering and provides a path for future leaders to
follow regardless of the industry. Data mining can highlight patterns in behavior,
perspectives and thought processes that lead to impressive leaders. Social media tools are
effective in social movements as well as in day-to-day decision processes that create
opportunities to engineer leaders. They are also incredibly powerful in garnering electoral
and old media support.
Ghandi said, You must be the change you wish to see in the world (ThinkExist).
The world has yet to truly tap into the talent and creativity inherent in utilizing social
media and social movements to create the leaders of tomorrow. There are a few who have
begun to seriously incorporate this global laboratory for his/her growth and skill set. The
future holds only the limits which one places on himself/herself. Communities have yet to
see the benefits and the capabilities derived from social media and social movements.
The impact this will have on our world can be all that it is visualized to be.
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WorksCitedAncient Chinese Proverb. Wisdom Quotes. Quote Garden. www.quotegarden.com.
January 31, 2011 .
Arnold, Bruce. Blog Statistics and Demographics. Caslon Analytics Blogging.
www.caslon.com.au. February 2009 .
Bosker, Bianca. Twitter User Statistics Revealed. Huffington Post.
www.huffingtonpost.com. April 14, 2010 .
Canel Eduardo. New Social Movement Theory and Resource Mobilization Theory: The
Need for Integration. International Development Research Centre. 2004 http://
www.idrc.ca/en/ev-54446-201-1-DO_TOPIC.html>.
Erhard, Werner; Jensen, Michael C. and Granger, Kari L. Creating Leaders: An
Ontological Model. Harvard Business School. December 3, 2010 http://
Hbswk.hbs.edu/item/6570.html>.
Facebook Statistics. www.facebook.com. Press Page. 2011 http://www.facebook.com/
press/info.php?statistics.
Frand, Jason. Data Mining: What is Data Mining? University of California, Los
Angeles. January 11, 2011. http://www.anderson.ucla.edu/faculty/jason.frand
/teacher/technologies/palace/datamining.htm>.
Ghandi, Mahatma Quote. www.thinkexist.com. January 31, 2011 .
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Graham, Jefferson. E-mail Carriers Deliver Gifts of Nifty Features to Lure, Keep
Users. USAToday. www.usatoday.com April 16, 2008 .
Hadfield, Will, Case Study: Jaeger Uses Data Mining to Reduce Losses From Crime
and Waste. Computer Weekly. www.computerweekly.com. February 23, 2009
.
Hrastnik, Rok. RSS Statistics. Marketingstudies.net. www.rssdiary.com April 18, 2006
< http://rssdiary.marketingstudies.net/content/cat_rss_statistics.php>.
Hurst, Matthew. Data Mining: Text Mining, Visualization, and Social Media. Twitter
Belgium Graph. www.datamining.typepad.com. April 8, 2007 http://
datamining.typepad.com/data_mining/2007/04/twitter_social_html>.
Kiss, Jemima. Report: Social Networks Flourish - But Still Have to Solve the Targeted
Ads Riddle. www.guardian.co.uk. Facebook Social Graph. March 9, 2009
.Perschel, Anne. Women Leaders: Unseen, Unheard, Underutilized. Germane
Consulting. germaneconsulting.com September 9, 2009 .
Stallard, Michael Lee. Tweet. January 22, 2011 .
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Stansberry, Glen. 10 Examples of Tremendous Business Leadership. American
Express. February 24, 2010 .
Unze, David. Facebook Helps Spark Movements. USAToday. www.usatoday.com
March 26, 2010 .
Warnock, Caleb. Holly Richarson to Represent District 57. Daily Herald. January 30,
2011 www.heraldextra.com .