Today’s blog is in response to an infograph posted on mashable. The graph depicts the companies that are the most socially active companies out there in regards to social media and networking sites like: Twitter, Facebook, and LinkedIn.
While it’s not surprising to see that Apple, Microsoft and Disney are frontrunners in the online social communities, it is surprising to see that Starbucks Coffee, a highly recognized worldwide coffee chain, is not represented on the graphs and pie charts.
With over 16,000 stores in more than 50 countries, I question why the company still hasn’t utilized social media to the extent that it could. By initiating full-fledged online media campaigns, the company would surely benefit from the capabilities that the Internet now makes possible.
Surely the company has taken into account the possibilities available with social media sites, yet Starbucks isn’t such a company. It’s more traditional in its public relations and advertising activities, relying more on word of mouth, quality products and over-the-top customer service.
It’s understandable that people working for Google, Ebay and Amazon.com would be more in tune with their Internet skills and the tools available to them. They work for Internet-based companies. I still can’t figure out why Starbucks shies away from tactics that utilize the Internet. Why isn’t Howard Shultz jumping on this? Doesn’t he recognize the potential profits of emphasizing social media?
I think he does, along with his communications department, considering he probably has people highlighting the Internet and public relations everyday. I want to say it’s because social media would take away from what Starbucks represents. While many believe it’s a huge corporate monster that dominates the coffee industry, they would be surprised to know that Starbucks only makes up 3 percent of the worldwide coffee industry. I think management members, along with lower-level partners would agree that while the main goal of Starbucks, like every other company, is to earn a profit, it’s next main goal is to provide consumers with quality coffee and to offer them the Third Place Experience. After home and work, people come to Starbucks to relax, study, read, and of course: to drink coffee. No wonder America is the leader in coffee consumption. Americans consume more than 400 hundred million cups of coffee a day! No wonder we’re always so hyped up on caffeine!
By becoming an online giant obsessed with social media and all things related to the online community, it would take away from that local feeling that people get when they walk into a Starbucks, no matter if it’s in New York, Madrid, Seattle, or Eugene, Oregon.
It’s funny though, I think Starbucks is adapting more and more to advertising and public relations and the use of the Internet. Finally, in 2009, the company released its first ever television advertising campaign to go along with its first instant coffee, VIA. I guess it goes to show skeptics that the normal mediums aren’t necessarily needed to start a thriving company and promote a brand. With the bux, it’s good old-fashioned customer service and product that keeps consumers returning visit after visit for their caramel macchiato. That and the company is extremely well versed in corporate social responsibility and its emphasis on civil rights, the environment, the consumer and its partners. All around, it is such a remarkable and respectable company.
By the way, I just so happen to be drinking a cup of Komodo Dragon while writing this. As a native of the Pacific Northwest, I would be shocked if you expected me to be doing something other than having a cup of joe at 1 p.m. Don’t you just love coffee culture?! If you’ve never been to the region, I suggest you do so! Plus, it’s the only place, in my opinion, that you can get a truly good cup of coffee!
Lance,
Great post! Have you checked out http://mystarbucksidea.com? It’s a pretty cool way that Starbucks has used social media. You should look it up!
Sarah
Hi Lance, I would encourage you to do a little reading about this subject. Here’s a good place to start: Charlene Li’s company, Altimeter, and her report on online engagement. Try hitting http://www.engagementdb.com and read a little about what Charlene has to say about Starbucks and social.
Googling “Starbucks social media” is also another way to learn more about what we’ve done.
Chris Bruzzo
Hey Chris, thank you so much for taking the time to read my blog! I reread my post, and I realize that I may have accidentally devalued the amount of social media that Starbucks uses. I follow the company on Twitter, Facebook and LinkedIn and I couldn’t be happier with the company’s profile. I also follow Corey duBrowa on Twitter and love to hear what conversations are taking place about Starbucks and what the company is doing to reach its target audiences. I admittedly love this company and always will because it places such great value on the customers, partners, shareholders, the environment….It’s respectable and commendable in its approach because it’s fantastically sincere and genuine.
Also, as a partner for 3.5 years now, I’ve definitely seen and appreciated the changes that have been made by corporate to integrate social media into its public relations tactics. As a senior Public Relations and Spanish double-major at the University of Oregon, I’ve done extreme amounts of research on Starbucks and its strategic communication campaigns.
I think the greatest thing about Starbucks can be summed up by it’s corporate social responsibility platform, which includes: Community, Environment, Wellness, Ethical Sourcing, and Diversity. It shows that the company and its partners recognize the need to address such topics and to do so in a proactive way (i.e. Fair Trade Coffee, Various Partner Benefits, Community Clean-up Days, etc.). The company shows dedication and integrity.
However, while the company has integrated social media into its tactics, I just don’t feel like it’s at par with other companies, which is what the initial intention of my blog post was. Of course the communications/public relations departments are doing a fantastic job…everyone knows who/what Starbucks is. I just found it strange that the company didn’t make the Top 50 Social Companies list because I was almost sure I would see it there–maybe because I am such a supporter and believer in what it represents. Once college finishes in fall 2010, I really hope to intern and continue working with the company in its communications department in the future–as much as my fellow baristas think its nerdy, I know deep down I’m a Starbucks lifer!