Social Media e-Leadership Practices During the COVID-19 Pandemic in Higher Education.

Leadership in the age of digital transformation is facing new challenges. We observed such a case when the global coronavirus pandemic took over our lives. Leaders of Higher Education Institutions were given a unique opportunity to leverage their online presence for managing this crisis. Hence, by the means of descriptive statistics, we studied the social media accounts of 216 leaders of business schools to learn about the practices they adopted from March 2020 to March 2021. Our findings show that in this group no universal strategy of communication can be stipulated, however, some patterns are visible in different world regions.