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.