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Dissertation

Aside from Dissertation that has almost 100 million fans; Starbucks is one of the most liked brands with up to 33 million fans. This is followed closely by Wal-Mart that has adopted a totally different social strategy. On its Dissertation page, Walmart updates posts on its pages that include sports chat, caption competition and product suggestion. Wal-Mart views posting several update a day as the best way to maintain an engaged fan base. However, Starbucks can go for several months without post anything on its fan page. Yet its attractive product images, gain thousands of comments and likes. For instance, the original Starbucks coffee with the heading “where it all started” has attracted more than 2,100 comments and 150,000 likes. The Starbucks’ social team does not seem to comment on these comments and likes after all. All though Starbucks does the exact opposite from its competitors, it still outperforms other brands.

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Starbucks has a similar approach of marketing strategy towards its main Twitter feed. On average it tweets fewer than 10 times a day. Most of its tweets are responses to @mentions, but it also tweets links to loyalty scheme and product images each day. Although these tweets are often repurposed from Dissertation and are not inspiring, they have more than 3.5 million followers. While other brands offer the social teams freedom to inject personality into their feeds and engage its followers in conversations, Starbucks’ content is really quite weak. A good proportion of these Starbucks’ tweets are responses to customer services. However, it appears that the social media is a low priority for Starbucks. Starbucks most notable tweeter feed is the fail it suffered at the National History Museum during a Christmas promotional campaign. Starbucks displayed Twitter message that displayed #spreadthecheer on a big screen but forgot to monitor its post. These became a tool for the angry taxpayers target over Starbucks’ UK taxes.
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