Lena Kardos Assignment 3 Soc 167

Lena Kardos

21699958

Assignment #3: Social Media Marketing Analysis: Starbucks

Starbucks’ Facebook page provides accurate and relevant information as well as many engaging features for customers to enjoy. Initially upon visiting their page, I noticed 35,360,277 people have liked their page. This shows that either their company is popular or their social media page is popular, or both. Next, their latest post was 1 day ago, which means they provide regular new content. This post is a picture of a girl and a boy holding up pumpkins as heads while holding Starbucks cups. It entertains audiences while also advertises their product.

Another post shows that they changed their cover photo to one that a customer posted on Instrgram, which demonstrates that they showcase user-generated content. The Starbucks page also provides premiums: “Get a drink of choice free when you join our loyalty program by 9/22.” By offering this deal, they attract new customers.

Yet another post provides participation of users: “Like this post to add your voice to the #ComeTogether Petition that we are sending to our leaders in Washington D.C tonight: 1. Reopen our government. 2. Pay our debts on time. 3. Pass a bipartisan budget by the end of the year.” About twenty-nine and a half thousand people liked this post, which provided a way them to participate and have their voice heard through the Starbucks’ page.

Although Starbucks’ attracts many users by their regular content flow, entertaining posts, user-generated comments, and premiums, they do not do a great job providing a customer service portal where users can communicate their thoughts and concerns. Some users have tried to comment (i.e.: “ONE OF THE WORST WEBSITES TO SHOP ON… ALWAYS HAS A PROBLEM…”), but Starbucks has not responded with any comments. Furthermore, none of their commercial posts encourage any kind of customer feedback or allows a space where customers will get feedback on their concerns.

Overall, Starbucks utilizes social media positively to market their business and attract customers. Although they do not provide all the features of a completely successful social media marketing strategy, they have shown that they can effectively engage users with their content.