New Media

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Running head: RESEARCH

New Media Research Project

Evi Kazamia
Dr. Yi Luo

Montclair State University

Introduction

The array of social networking sites such as Facebook, Twitter, and Youtube are embedded within the majority of today’s organizations. These social media outlets are becoming a necessary tool for organizations because they are a huge source of exposure and have proven to help organizations deal with issues management, crisis responses, and most importantly reputation and profit. Starbucks coffee delineates the extent to which organizations participate in social media networking. This research aims to study the degree to which individuals seek out new media (Facebook, Twitter, and Youtube). Whether this is a “like” or “post” on a Facebook page, a “follow” or “re-tweet” on a Twitter page, or a subscription on a Youtube channel, these new media offer an unfiltered, up to date line of communication and information about Starbucks that cannot be found elsewhere. This research provides evidence from academic journals that connect to Starbucks and its adoption of social media outlets. It will correlate and contrast these studies and findings with current research performed through a three week long monitoring, and will examine new media’s impact on the target organization. The three week long monitoring and analysis of Starbucks and its association with these three social media outlets will enrich our understanding of new media and how it is used by this organization. This analysis will go beyond the application of a few theoretical frameworks. It will compare and contrast the data collected through the monitoring process and the data presented by academics.

A global company, Starbucks was founded in Seattle, Washington in 1971. With 20,366 stores in 61 countries (13,123 being in the United States alone), Starbucks has become the largest coffeehouse company in the world. The company’s mission statement is dedicated to the coffee it serves, its partners, its people, its customers, stores, and neighborhood: To inspire and nurture the human spirit-one person, one cup and one neighborhood at a time.

Before beginning the monitoring process a directional hypothesis will be proposed. This hypothesis will help give structure to the research, offer explanation, and give proof that the background knowledge stated in the hypothesis is sufficient to make propositions and extend existing knowledge. Second, the research method will be defined and the major findings related to the development, adoption, and new media use among the organization, will be presented. Next will be the analysis of the new media monitoring. Last will be the analysis and critique of the monitoring and how these results connect to or challenge the major findings of the literature review. In order to discuss some of the major findings related to new media use and organizations, a research method is required. This research method will comprise a variety of online scholarly articles and the effects, advantages, disadvantages, and public responses of Starbucks on social media sites will be discussed. A group of articles concerning Starbucks and its effects on Facebook, Twitter, and Youtube will be collected and analyzed. Upon dissecting these articles and looking for major trends and ongoing themes, other factors affecting the organization and social media will also be considered. It is predicted that the use of social networking sites within an organization like Starbucks will help gain a better brand reputation, boost sales, and increase two-way communication - as long as the content on these pages is positive and this can only be done with superior customer satisfaction. Getting positive feedback and positive results through the implementation of a social media sites is in the hands of the organization itself and it will strive if it advances with the right communication and business tactics. Literature Review...
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