Literaturnachweis - Detailanzeige
Autor/in | Gilliland, Rebecca A. |
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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 |
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 |
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 |