Sprint's Social Media Ninja Program: A Model for Teaching Consumer Relations

Autor/in	Gilliland, Rebecca A.
Titel	Sprint's Social Media Ninja Program: A Model for Teaching Consumer Relations
Quelle	In: Business and Professional Communication Quarterly, 80 (2017) 4, S.473-483 (11 Seiten) PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	2329-4922
DOI	10.1177/2329490617712513
Schlagwörter	Social Media; Models; Program Descriptions; Employees; Teaching Methods; Change Strategies; Corporations; Reputation; Marketing; Innovation; Audiences + Suchen Sie Ihr Suchwort? Soziale Medien; Analogiemodell; Employee; Arbeitnehmer; Beschäftigter; Teaching method; Lehrmethode; Unterrichtsmethode; Lösungsstrategie; Unternehmen; Spectator; Zuschauer
Abstract	This study reviews the application of a new training model, Sprint's Social Media Ninja program, an innovative approach to using new media to initiate change. Sprint recognized change management must occur from employee ambassadors to relevant audiences including consumers and other employees. By teaching volunteer employees the strategic message savvy and tactical strengths needed to address social media comments about Sprint, "Social Media Ninjas" have become active change agents in Sprint's reputation management strategies, product launches, and turnaround story. These unmasked company employees volunteer to address questions, concerns, and comments about the company, as well as to start original conversations. (As Provided).
Anmerkungen	SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail: journals@sagepub.com; Web site: http://sagepub.com
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2020/1/01