“Social Listening” for Starbucks

 The company I choose was Starbucks. It ties in well with my SWOT analysis. Starbucks has been in a weird spot because this spring they released OLEATO. OLEATO is the company's new revolution in coffee: Olive Oil. I worked in a Target Starbucks for 6 months. When we started selling OLEATO, there were a lot of mixed reviews. My coworkers and I weren't a big fan of the texture. The Starbucks value proposition is to bring you quality specialty coffee at a fast rate, but still have a very valued connection between worker and costumer. I went to my Instagram and found three comments. The post is about National Cold Brew day. These comments are:

I saw mostly comments about the drinks themselves, but also just a handful of negativity. Starbucks comments on a lot of posts with the same kind of copy and paste reply. The point of their presence on social media is to feel more friendly. If it isn't promotional material they post a lot of actual workers. They want to keep up the personal face of Starbucks. If I was a media manager I would probably do the same thing. Keeping your staff in videos helps the vibe of your company. I would probably change the replies on the post though. They seem very robotic and lack substance. Taking 40 minutes out of your work day to leave some really nice comments could help the feel of a company. I learned that Starbucks comments are pretty nice, but the company should vary how they respond.