Starbucks and social media…a delicious combo!

By now, I have completed many communications plans for many of our courses at Centennial. One common tactic that seems to always be used is social media. It is a relevant, cost effective way to get out key messages and achieve objectives.

Many companies seem to be joining in on this trend and adding social media to their list of tactics. Starbucks is one of my favourite things, and ever since I’ve been learning about PR I can’t help but notice the communications aspect of its business. Its mission? to inspire and nurture the human spirit— one person, one cup, and one neighbourhood at a time – and that’s just what it is doing…even online.

With an extensive website that includes links to Twitter, Facebook, YouTube and My Starbucks idea, Starbucks seems to be right on the social media mark. Yummy and social media savvy! I like it! Here’s the gist of what it’s all about…

• Twitter: This tool lets Starbucks keep in touch with its customers through quick and frequent exchanges. With over 120,000 followers and almost 1500 updates I’d say it’s obvious that it is reaching a lot of people whether customers, fans, or critics.
• Facebook: A fan page and many applications are features of this tool. I think this is a great idea. There are so many loyal fans willing to plaster their love for Starbucks on their Facebook pages, I know I am.
• YouTube Channel: This tool features 22 videos including testimonials from customers about products, charitable efforts, etc. I think these videos are a way for Starbucks to tell its own story, to broadcast itself.
• My Starbucks idea: This tool is a forum for customers to share their ideas on how to improve the Starbucks experience. I give it credit for launching right into the world of social media with its own social media networking site. It has started a conversation and relationship and I think that true, loyal customers (like myself!) will understand that these changes take time and planning.

What’s most important and effective is that all of these efforts are linked, creating one overall social media space. They are also all linked to Starbucks social responsibility, encouraging people to volunteer, addressing rumours, and giving the facts. I think this goes to show that being active in social media is important to the corporate culture of the business.

Maybe I’m swayed by my own love of Starbucks and its caramel macchiatos, but I think that from a communications aspect it is doing a lot of things right. No social media campaign is perfect. What is most important is that Starbucks is participating, and I’m sure it is working the kinks out along the way…after all, PR is pretty unpredictable, right?

Does social media belong in the hands of PR people?

I think the use of social media in public relations has a lot to do with corporate culture. If a company has a strong corporate culture, social media tools can be an effective way to promote and enhance it. Whether it’s a Twitter account, Facebook page or a company blog on behalf of the CEO, the PR professionals can use social media as a way to connect with both internal and external audiences.

So I think that social media does belong in the hands of PR people, especially if they (and/or their corporations) have an understanding of how to use it. No one can stop them anyways. Chances are their own level of understanding will affect its success in a business environment, so they are entering into the world of social media at their own risk! The corporate culture must embrace it in order for it to be effective, and for the PR people to really do their jobs.

So exactly how should PR people use social media? Once again I think it depends on corporate culture, business intentions, available resources, etc. Lynn Terry gives readers 10 suggestions of what they can do in her post on “How to used social media…Successfully.” The gist of it: “have a clear objective, be a valuable resource, and use the social media services in the ways they intend to be used. Anything else will get you filtered out, unfollowed, banned or blacklisted and ultimately be a complete waste of your time.” I think she makes some good points. If you’re social media efforts fail it’s because you’re not using the tools wisely.

In addition, I think social media is most effective as a tool when it is combined with traditional elements such as communications plans, news releases, etc. that all reflect the same corporate culture and help build strong relationships. Overall –it’s about expanding PR! Social media can and should be used by educated, relevant professionals. This doesn’t mean that they have to abandon traditional methods, but instead use them together. Whether it’s an online blog or a news release a company’s key messages and visible image must be clear.

Why not make use of the craze of social media? There is no debate that it is happening, so companies might as well benefit from it. It allows them access into a growing, evolving means of communication, and access to a large, diverse audience. If PR professionals aren’t engaging in social media, are they really doing a good job of communicating? I don’t think so! At times I understand they are held back by their corporate culture, but if so, they should be fighting for the cause. And if not, don’t they know that they’re missing out on such a huge opportunity?