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‘Dark art PR’: Amazon uses Twitter army of workers to fight criticism ND


Jonah Engel Bromwich, Sydney Morning Herald, Tuesday 20th August 2019

Amazon employees going by the title of ‘FC Ambassadors’ have been stepping in on Twitter whenever the company’s poor working conditions at its fulfillment centres are mentioned. The ambassadors are supposedly both warehouse workers and public relations representatives as they offer an ‘on-the-ground’ perspective of working for the retail giant. First introduced in 2018, Amazon said that there were 14 FC Ambassadors and that they were paid to patrol social media full time. Although Amazon is not the only company to use ‘employee advocates’, Lizz Kannenberg from Sprout Social said Amazon is using employees to address criticism which is "something I haven't seen done successfully before."

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