Charlene Li reviews Starbucks’ social media strategy in a new report you can access here.
She makes a number of great points, but what is crucially important in making any social media strategy work is the people and cultural awareness in an organization. Here are some highlights:
- Deputizing people throughout the organization
- Understanding how each social media channel provides a different dimension of engagement
- Centralizing coordination
- Finding champions who can explain and mitigate risk
You can download the whole report at the link above. Happy, helpful reading!
1 response so far ↓
1 Snotty McSnotterson // Sep 1, 2009 at 3:20 pm
What kind of branding is it when a company redesigns itself by disguising any logos or features in its new stores, making their ‘brand’ virtually unrecognizable and saying their new stores are “inspired by Starbucks?” Is it smart branding or a public disservice? I feel that no matter how in-tune their social media strategy, Starbucks has bigger negative images to address - and while they addressed some of these recurring issues (crappy burnt machine-made coffee vs. going back to manual, including the surrounding neighborhood, ‘looking’ less corporate and more ‘organic,’ live music, booze), it feels like it was done a little dishonestly. So their social media strategies, while smart and inclusive, seem at odds with their business strategies, which have been failing in the past two years. Crap, I hope you don’t work for Starbucks. I also don’t know why I just went into Crazy Commenter Mode, but there you go.
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