Five employees manage Starbucks’ social media and, with 34 million fans, have developed the fifth-largest brand on Facebook.
“Posting on social-media sites used to be a one-person job at Starbucks.
Now five people are on the job, veterans of social media from Microsoft, the Seattle Art Museum and the Phoenix Suns.
Their charge is to “be authentic” and “be the best barista online.”
That means writing pithy posts like the recently popular, “Sometimes a good cappuccino and a good book are all you need.”
It also means being on top of popular culture.
Sometimes, there may be a reference that resonates with an older crowd, like a photograph on Dr. Seuss’ birthday of his cat’s striped hat drawn on a Starbucks coffee cup.
Often it’s something for younger people, responding, for example, to singer and actress Demi Lovato’s lament that Starbucks baristas do not know her name with a photograph of a specially decorated cup just for her.”
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