Starbucks social media campaign is one that extends across the social media sphere and beyond. Starbucks is reaching out to their public through Facebook, Youtube, Twitter, and a personal blog– but they have also created their own special form of social media.
Starbucks’ Facebook page has over 32 million likes, and this is not including the Facebook pages for individual places such as the U.K. or the Philippines. Their Facebook page is active with photos, video links to their YouTube account, as well as advertising deals for specific days/products to their customer base. Some of these deals are advertised on only their social media sites to incite customers to join up.
Starbucks’ YouTube account has 14,552 followers, with nearly 9 million video views. Customers can subscribe to the account in order to: view Starbucks commercials; see videos explaining the origins of certain coffee blends as well as how they are made; view videos of the charity work the company engages in; and see videos telling the history of the company, in hopes of establishing a personal connection with customers
Starbucks Coffee’s Twitter account has close to 3 million followers, and this doesn’t even include the Twitter accounts for specific places or purposes such as ‘Starbucks Jobs’. Starbucks uses their Twitter to answer specific questions or comments tweeted at them, as well as retweeting compliments made by their customers about the brand. This allows for easily seen customer testimonials, as well as a great way to personally connect with and communicate with Starbucks’ customer base.
Starbucks’ personalized social media, entitled ‘My Starbucks Idea’, allows customers to not only share their thoughts about the company– negative or positive– but to also post ideas people would like to see the company implement. Examples of ideas Starbucks received from their customers include: VIA (instant coffee) flavors in a variety pack; Starbucks tote bags; bringing back the pumpkin muffin with cream cheese ice cream; more ‘light’ food options. On the site they have sections dividing these ideas up in multiple ways, from most recent ideas posted to product ideas, as well having a poll question for customers to weigh in on.
Starbucks’ personal blog, entitled ‘Ideas in Action’, takes the thoughts posted on ‘My Starbucks Idea’, and keeps customers updated on how the company is attempting to implement them in real time. The blog is written by Starbucks employees, and creates a sense of loyalty to the brand amongst customers, as they can see that the company takes their thoughts and opinions seriously.
Overall, Starbucks has managed to use social media to their advantage across the board. They have managed to make themselves a personable company that their customers can reach, rely on, and enjoy supporting– something many corporations of today could learn from.
