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Breastfeeding is one of many health practices known to support the survival and health of mother and infant, yet low breastfeeding rates persist globally. These rates may be influenced by limited diffusion of evidence-based research and guidelines from the scientific community (SC). As recently highlighted by the National Academy of Sciences, there is a need for the SC to diffuse its findings to the public more effectively online, as means to counteract the spread of misinformation. In response to this call, we gathered data from Twitter for one month from major breastfeeding hashtags resulting in an interconnected social network (n = 3,798 users). We then identified 59 influencers who disproportionately influenced information flow using social network analysis. These influencers were from the SC (e.g. academics, researchers, health care practitioners), as well as interested citizens (IC) and companies. We then conducted an ego-network analysis of influencer networks, developed ego maps, and compared diffusion metrics across the SC, IC and company influencers. We also qualitatively analyzed their tweets (n = 711) to understand the type of information being diffused. SC influencers were the least efficient communicators. Although having the highest tweeting activity (80% of tweets), they did not reach more individuals compared to IC and companies (two-step ego size: 220± 99, 188 ± 124, 169 ± 97 respectively, P = 0.28). Content analysis of tweets suggest IC are more active than the SC in diffusing evidence-based breastfeeding knowledge, with 35% of their tweets around recent research findings compared to only 12% by the SC. Nonetheless, in terms of outreach to the general public, the two-step networks of SC influences were more heterogenous than ICs (55.7 ± 5.07, 50.9 ± 12.0, respectively, P<0.001). Collectively, these findings suggest SC influencers may possess latent potential to diffuse research and evidence-based practices. However, the research suggests specific ways to enhance diffusion.

Leadership is one of the most examined concepts in the literature, and while the study of social networks is also gaining interest, the intersection between leadership and online social networks has received limited attention. The key notion underlying most leadership research is that the behaviors or attributes of a leader matter for a variety of outcomes. While offering valuable insights, this dominant view of leadership behavior and attributes underestimates the impact of social networks. Scholars are increasingly recognizing the importance of social processes involved in leading. Leadership has often been conceptualized as a process of influence toward an outcome. Social relationships through networks may provide leaders with the necessary infrastructure to access resources in achieving outcomes. Leadership from a network perspective emphasizes the interdependence reflected by a network of ties, which may ultimately moderate, influence, or determine the activity and movement of practices and knowledge.

The COVID‐19 pandemic has raised a wide range of challenges for school leaders that they now (rapidly) have to address. Consequently, they also turn to informal learning networks, in order to share and collect information and reach out to their communities. In this context, the current study investigates the underlying networks structures among school leaders, what type of information is being shared, and what differences can be identified when comparing a nation‐wide and a localized sample. We collected data from a US nation‐wide sample of 15 relevant Twitter conversations, as well as Tweets from an US urban mid‐sized public school district. Using a mixed‐methods approach, we discovered several key structural dimensions and a host of highly influential actors. Moreover, we found semantic evidence for users sharing information on topics such as status reports. Finally, we discovered that the urban sample did not overly use the nation‐wide, very specific approach of including COVID‐19 related hashtags. Instead, they used more localized terminologies. These findings are valuable for policy makers, as they map the underlying communication patterns and provide valuable insights into who is moving what types of resources as part of the emerging governance approach on social media. Practitioner notes What is already known about this topic Informal networks can be instrumental in providing support during challenging circumstances. School leaders hold a critical position in these networks by accessing and sharing just‐in‐time information and knowledge. Social media provide a wide range of affordances that can support the development of informal networks. What this paper adds Insights into the intersection between leadership and social networks. Information on how school leaders turn to informal networks on social media to access and share information that can help them to face the challenges caused by the global COVID‐19 pandemic. Results on underlying informal learning network structures and topical discussions of a US nation‐wide data sample. Implications for practice and/or policy Insights are provided on how informal online networks develop, which can be instrumental when considering other networks that are of interest to practitioners and policy makers. Types of information and resources that are being shared are unraveled, which can act as an indicator of what type of information and resources school leaders are looking for, particularly in the face of a crisis like the global COVID‐19 pandemic. Differences are shown in how informal learning networks are used comparing a nation‐wide exchange with a localized, urban discussion, which can help to better target the applicable audiences. ...