Starbucks takes on Social Media

Starbucks has found success in social media, utilizing several forms of popular social media venues. Starbucks was one of the first chain coffee shops to offer Wi-Fi to its customers inside, allowing them to access the internet and therefore, social networking sites. Almost two years ago, they began to offer free iTunes downloads for certain ongs and videos with a code that you recieved in the stores each week. This allows customers to not only have Starbucks as a drink in their car and in the cafe, but also as music on a drive or on your iPod, downloaded for free through iTunes. Starbucks' success in social networking shows in their networking on popular sites. For instance, despite the hurt the coffee company has felt due to the recession, they still have thousands of followers on twitter and millions of fans on facebook. They have been tagged and shown in many photos on these sites, and some sites such as flickr have seen an increase in people trying to post the first pictures of Starbucks decorated for holidays, or more than one Starbucks in a single photograph. Celebrities have been seen with the product on twitter's twitpic, and that increase brand identity with a luxury and celebrity status. Starbucks has even gone as far as to have employees make advertisement videos for the company and post them to YouTube, another social networking site.

Perhaps the reason Starbucks has been successful at social networking, and has used it to their advantage is because they are associated with being "trendy" and "hip", taking an opportunity to increase brand recognition through all sorts of channels. Starbucks, unlike most companies, has created their own social networking site, my Starbucks Idea, where customers and patrons, even employees can post their ideas about Starbucks and the ideas are actually taken into consideration and revamped where possible. This helps customers feel wanted and worthwhile, liek their opinion maters--because it does; after all, they provide the revenue for the company. New iPhone application even allow you to pay for your coffee from your phone! You can reload and purchase gift cards and Gold Cards on the Starbucks app for the Apple iPhone, even create your drink order so you are ready to order once you get to the front of the line.

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