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This memo will examine how Starbucks Organization utilizes social media to effectively engage specific audiences and achieve goals by analyzing the platforms used in different rhetorical situations, including audience, purpose, and context.
Starbucks Overview: Founded in 1985, Starbucks Corporation operates in more than fifty countries with the aim of gaining global recognition and respect as a brand. Through social media, Starbucks has created an extensive and interactive platform for engaging with customers. With over 28 million 'likes' on Facebook, 2 million Twitter followers, and its own social media site MyStarbucksIdea, the company demonstrates its unique approach to connecting with customers.
Social Media Overview: Social Media encompasses various tools that promote interaction, conversation, and community building, allowing people to communicate and exchange information.
Some well-known social media platforms include Facebook, Twitter, Digg, YouTube, Foursquare, and Flickr. While these sites share commonalities, each one also boasts distinctive attributes that differentiate them from the rest.
Starbucks utilizes various social media platforms such as Facebook, Twitter, MyStarbucksIdea, and Foursquare to engage with customers and build connections.
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“ She followed all my directions. It was really easy to contact her and respond very fast as well. ”
In addition to marketing purposes, Starbucks views social media as a means of communication with consumers. The company has developed its own internal social media platform called MyStarbucksIdea. Through these channels, Starbucks interacts with current and potential customers in unique ways to improve customer engagement.
Starbucks effectively utilizes Facebook to engage with their dedicated customer base, providing updates on store locations, operating hours, and special offers. Patrons frequently participate by sharing photos and receiving invites to nearby Starbucks gatherings.
Starbucks uses Twitter to connect with customers by responding to questions, retweeting posts, and keeping track of conversations about the brand.
This strategy creates a direct way to engage with their followers and promotes increased interaction from users. One common practice is responding to tweets from customers regarding any issues with customer service. An example is when a customer did not receive their free drink on their birthday.
Even though Starbucks mainly uses their Twitter page for customer service, the focus is on resolving customer issues. This showcases Starbucks' dedication to their customers and their readiness to tackle any problems that come up. Despite having fewer likes on Twitter than Facebook followers, Twitter is still the main social media platform used by Starbucks.
Starbucks has developed My Starbucks Idea as a social media platform for customers to share their ideas pertaining to the company. Customers can view, vote on, and monitor the progress of ideas. This innovative site provides Starbucks with a competitive advantage in social media and strategy by enabling users to participate in the decision-making process. A prime illustration of a successfully implemented idea is:
Starbucks and Foursquare have joined forces to bridge the gap between the digital world and real life. Instead of posting on traditional social media platforms like Facebook, Twitter, or MyStarBucksIdea.com, users can now check in at their local Starbucks locations to demonstrate their presence as actual customers. By checking in at five different stores, users can earn the Barista Badge from Starbucks. Foursquare also offers Mayorship of specific stores for discounted drinks. Additionally, Foursquare serves as a location finder to assist users in locating the nearest Starbucks based on their current whereabouts. Through a collaboration with Twitter, users can share their Starbucks check-ins with their followers. The target demographic for Starbucks on Foursquare includes loyal customers who desire to engage with the company through check-ins and active participation in social media.
Recommendations propose that Starbucks should strengthen its social media presence on platforms such as Twitter, Facebook, and MyStarbucksIdea to boost Foursquare promotion. With a significant Twitter following (exceeding two million) and Facebook followers (28 million), Starbucks should concentrate on expanding their Foursquare followers, which currently stand at approximately 350,000. Enhancing visibility on Foursquare could potentially draw more customers to their stores and foster repeat visits by utilizing the influence of users who observe their friends checking in at nearby Starbucks locations.
Conclusion: The rise of social media is becoming more crucial for businesses to utilize. Starbucks' current approach to social media sets an example for other businesses, offering customers various ways to interact with the company and encouraging participation. Targeting social media users, Starbucks uses blogs, promotions, and rewards to effectively promote their business and attract customers to visit stores and make purchases. Through social media efforts, Starbucks will continue its growth and success.
Effective Social Media Engagement at Starbucks. (2016, Dec 25). Retrieved from https://studymoose.com/starbucks-social-media-analysis-essay
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