Year of Award


Document Type


Degree Type

Doctor of Education (EdD)

Degree Name

Educational Leadership

Department or School/College

College of Education and Human Sciences

Committee Chair

Frances L. O'Reilly

Commitee Members

John Matt, Joel Henry, Patty Kero, Ryan R. Schrenk


attitudes, higher education, leadership, marketing, social media, transparency


The University of Montana


This quantitative dissertation study explored the social media practices and perceptions of 452 leaders of 142 public and private non-profit four-year degree granting institutions in the western United States. Descriptive statistics were calculated for gender, position title, age, social media use, and attitudes regarding themes revealed in a review of current literature. Then, a Spearman Rho analysis was used to measure the strength of correlation between hours using social media and rank scores of social media attitudes. The study revealed that about 85% of leaders use social media for an average of 4.54 hours per week (SD=5.59, N=452). Social media use was higher among younger leaders, and social media use among the participants was higher compared to the general population.



© Copyright 2016 Melissa Elizabeth Holmes