Social Media gets faster responses from leaders than the Traditional Media does:

A study of Twitter users in Nigeria


  • Abiola Martins IGC Hochschule Bremen


Leaders, Leadership, Social Media, Traditional Media, Twitter


This article focuses on the fastness of leaders' responses to issues and/or news on social media and traditional media. It reveals the quickness of social media’s interactions via an online survey of Nigerian Twitter users and the observation of certain Twitter timelines. The users revealed how fast leaders engaged them on emerging issues and the manner of the latter’s engagements. The survey results were compared with traditional media results from previous studies, as well as the observed timelines’ results. Furthermore, implications for leaders and managers were highlighted, with focus on how they may interact better with social media users (millennials and Generation zers especially).

Key words: Leaders, Leadership, Social Media, Traditional Media, Twitter

Author Biography

Abiola Martins, IGC Hochschule Bremen

MBA Global Management at HSB Hochschule Bremen – City University of Applied Sciences


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