Social Media and Future of Leadership: Call for Action in the Balkans

In the new century, social media and user generated content are profoundly transforming not only communications in general but also business, political campaigns and higher education. This paper is a summary statement coming out of the "Social Media and Future of Leadership" Conference held in Tuzla, Bosnia and Herzegovina on 12-13 May, 2011. Based on recent experiences, social media in higher education can help to overcome local challenges and respond to global opportunities. Social media in political campaigns can contribute to social mobilization of large groups, to combat the political apathy of youth and to increase transparency. Business applications of social media have been successfully used for sales, marketing, public relations and internal communications. The new media can promote more inclusive social interaction that respects minorities and minority views. However, Balkan countries need to make fundamental progress to increase access to the Internet and fully understand the logic, professional opportunities and democratic character of this new tool of communication. In order to compete effectively in the globalizing knowledge society, Balkan nations have to recognize the benefits of social media in education, business and politics. [PUBLICATION ABSTRACT]