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…
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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.
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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.
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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.
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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?
