There's a great article about how Starbucks builds meaningful customer engagement via Social Media. It outlines 10 philosophical precepts that drive the company's social media efforts. Read all 10 here... here's one that I really like. It's great advice.
Responding
Whenever Starbucks identifies a problem or opportunity online, it responds in one or more of the following four ways:
Amplify:
As Starbucks identifies trends or something its customers seem to like, Starbucks amplifies whatever it is to help bring it to the surface and increase visibility and enthusiasm.
Context-ify:
Back in 2004, an e-mail was going around claiming that Starbucks had refused to supply free product to GIs serving in Iraq. Many people believed it, got pretty angry and forwarded the message to all their friends. Unfortunately, the message was false. By context-ifying the message, Starbucks revealed the other side of the story--check it out yourself on snopes.com.
Change:
If it's broke, fix it. MyStarbucksIdea.com actively solicits constructive criticism and ideas to improve its business and gather suggestions for products, services and projects.
Ignore:
You gotta respond? No, sometimes it's best to ignore, especially when it appears you're being provoked into a response or fight. It's easier to ignore things when you can put them into their proper context; for example, if your primary critics are a Facebook Group with 82 members out of the 400 million-plus Facebook accounts, you have little to worry about.
Read all 10 points on the OpenForum.com site here.
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