Holton, Avery & Coddington, Mark (2012). Recasting social media users as brand ambassadors: Opening the doors to the first ‘Social Suite.’ Case Studies in Strategic Communication, 1, 3‐23. Professional sports teams have struggled to incorporate social network sites into their existing branding and media strategies, wrestling with issues of access and trust. This case study … Continue reading Recasting social media users as brand ambassadors: Opening the doors to the first ‘Social Suite.’