ITECH7408- Social Media Strategy & Management | Starbucks

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Social Media Strategy and
Management

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Table of Contents
Introduction................................................................................................................................4
About Starbucks.........................................................................................................................4
Social Media Presence of Starbucks..........................................................................................4
Social Media Audience of Starbucks.........................................................................................9
Social Media Marketing of Starbucks........................................................................................9
Ethics, Privacy and Security Issues..........................................................................................12
Social Media Technologies used by Starbuck.........................................................................15
Facebook..............................................................................................................................15
Twitter..................................................................................................................................16
Pinterest................................................................................................................................16
Google+................................................................................................................................17
Instagram..............................................................................................................................18
Conclusions..............................................................................................................................19
Recommendations....................................................................................................................20
Table of Figures
Figure 1: Social Media Presence of Starbucks...........................................................................5
Figure 2: Year of Good Video...................................................................................................6
Figure 3: Starbucks Page in Pinterest.........................................................................................7
Figure 4: Meet Me at Starbucks Campaign................................................................................8
Figure 5: Inspiring Ideas @ Starbucks.....................................................................................10
Figure 6: Tweets for Starbucks................................................................................................13
Figure 7: Tweets for Starbucks................................................................................................14
Figure 8: Facebook Page of Starbucks.....................................................................................15
Figure 9: Twitter Account for Starbucks.................................................................................16
Figure 10: Pinterest Page for Starbucks...................................................................................17
Figure 11: Google+ Account of Starbucks...............................................................................18
Figure 12: Instagram Page of Starbucks..................................................................................19

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Executive Summary
Diverse social networking platforms like Facebook, Twitter, Pinterest, Google+ and
Instagram are being extensively used by Starbucks for generating an effective presence in the
target market and thereby in both attracting and sustaining potential audiences for marketing
and promoting its coffee and tea products and recipes. Starbucks focuses on developing
innovative and creative marketing and promotional campaigns through the use of the social
media platforms. Starbucks however needs to enhance on its security and ethical paradigm
through the use of double stage authentication for encouraging further viewership and
activity.

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Introduction
The report focuses on to understand the strategy and management regarding the employment
of Social Media by Starbucks. The analysis would be carried out in terms of reflecting the
presence of the company in social media sites, the target market or audience for Starbucks in
the social media platforms, the social media marketing and promotional campaigns conducted
by Starbucks, the different types of social media technologies in force and finally the ethical
and security standpoint of the social media activities of the institution.
About Starbucks
Starbucks started its operation during 1971. Currently, Starbucks operates through a network
of around 24,000 retail outlets spanning across 70 different countries to serve millions of
customers on a daily average basis. The mission of Starbucks is to help in inspiring and
nurturing the human spirit through serving one person, one cup and one neighbourhood at a
specific interval. Further, Starbucks works in serving the best quality coffee product made
from ethically sourced raw materials. The Starbucks stores are developed for entertaining
customers visiting with families and friends and are served with quality services and
beverage products in an effective ambience ( Starbucks Corporation, 2017).
Social Media Presence of Starbucks
The social media business presence of Starbucks can be effectively perceived from the
following statistics.

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Figure 1: Social Media Presence of Starbucks
(Grace, 2017)
The above illustration ideally reflects on the large number of followers made by Starbucks
along the different social media platforms used by online users on a global basis. The social
media marketing and promotional campaigns devised by Starbucks earns needed weight
owing to the artistic features incorporated in such. In a recent video produced and reflected
by Starbucks called, ‘Starbucks-A Year of Good’ the café retail chain initiated through
generating attracting statements about the coffee products rendered by them wherein a
subsequent fashion it reflects that how the buying of coffee products contributed in enhancing
recruitment of 8,000 veterans and even helped in sending around 6,535 baristas to complete
their college education. Further, the video also highlighted the fact that procuring coffee
products from Starbucks has considerably helped in generating support to around 301,506
firms conducting trade on an ethical basis. The video also reflected the manner in which
Starbucks had appreciated the people and groups for rendering needed support during 2016
(Grace, 2017). An illustration of the video produced by Starbucks is reflected as follows.