Visibility of female leadership on Twitter: An approach to the Top 100 ranking of women leaders in Spain

Abstract

This paper studies the visibility of female leadership on Twitter, analysing the profiles on the network of women with leading positions in their respective professional areas, in particular in the academic and communication fields. To this end, the ranking "The Top 100"(8th Edition, 2019) prepared by Mujeres&Cia, which includes profiles from different professional fields, is taken as a sample. The information was obtained via the Twitonomy tool, based on the variables that make up influence profiles, as extracted in the first step of exploratory research. It is concluded that the presence of female professional leaders on this network is limited, as is their level of activity on it. However, considerable differences exist, depending on the professional field. It is worth noting that the leaders analysed use the network to generate conversation, as opposed to merely being sources of information.