Select a firm or nongovernmental organization.
Explain what you think its goals are for SMM.
Explain how the goals relate to the organization's overall marketing and corporate strategies.
Starbucks has an overwhelming presence on social media from Facebook to Twitter #starbucks is always trending. From the beginning, in 1971, Starbucks strived to be more than just a coffee shop. The company has continued to grow and flourish through exceptional marketing and corporate strategies. A business that cares about not only its image but also its community, Starbucks without fail gives back and is globally known for more than just its lattes. Through contests and donations, such as FourSquare and the #redcupcontest Starbucks has become a customer preference. (1)
The goals for Starbucks SMM are brand recognition, audience engagement, and product promotion. To fulfill the goals of its social media marketing plan Starbucks is not only in tune with its target audience but it listens to and monitors customer needs and wants. More recently Starbucks has begun to utilize its
customers to achieve these goals through content creators and brand ambassadors because who knows a customer better than the customers themselves. (1) This behavior intertwines with Starbucks’ overall corporate and marketing strategies of customer awareness and brand consistency. Starbucks has succeeded in taking its offline branding to an online platform. All Starbucks published content, maintains a uniform language and visual pattern, keeping to a set of guidelines that are straightforward and recognizable to customers. (2) Through successful marketing strategies and now a strong digital presence the business has succeeded in
being that “third place,” a comfortable place between home and work, for so many individuals. (2)
1.
Kavya Ravi. March 28, 2018. 8 Ways Starbucks Creates an Enviable Social Media Strategy. https://blog.unmetric.com/starbucks-social-media-strategy
2.
Marketing Strategy. April 28, 2021. Starbucks Marketing Strategy — It’s Genius! https://www.marketingstrategy.com/marketing-strategy-studies/starbucks-marketing-strategy-
its-genius/
As seen in the image below, Starbucks uses colorful and visually attractive photos to market seasonal items on its social media accounts. With each changing season, the company highlights limited time products leading to customer awareness and increased connectivity with the audience.
