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Monday, 23 April 2012
The Best Social Media Strategies: Starbucks
By Wan Nur Amirah bt Wan Yahaya 2009771731 (MC22S5A) “Starbucks is one of the most admired companies in America.” Fortune (20032010)
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According to TechRunch.com, Starbucks has been considered as a company which has implemented the best social media strategies (2010). Starbucks took the advantage in the social network ‘craziness’ by position itself in Facebook and Twitter. At the same time, Starbucks has penetrated the smart phone industry by being part of Blackberry, iPhone and Android applications. To stimulate the interest of its customers, Starbucks initiate My Starbucks Idea (www.starbucksidea.com) for customers to share their ideas and Flickr to share pictures.
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Facebook With almost 26 million fans, Starbucks successfully promotes its brand and latest product in the Starbucks’s Facebook fan page. According to Porterfield (2010) Facebook is still leading contender of social networking sites with unique audience of 125.2 million visitors. In this page, customers are also given a space to express themselves in relations with Starbucks services. Eventually, a viral marketing is formed through these connections. Viral marketing or commonly known as marketing buzz is an internet version of wordofmouth marketing (Armstrong & Kotler,
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2005) that spreads like a virus. When the customers tag Starbucks name in their status, they are letting their friends to know the brand, thus promoting Starbucks. With the existence of this page, Starbucks has promoted its brand to various people with just one click. In order to continuously be part of Facebook phenomenon, Starbucks should create more promotions via Facebook, such as online coupons and sharing ideas.
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