Starbucks & Pepsi Embrace Social Media - Dive Into Twitter

There can be no doubts now that social media is captivating consumers attention, and subsequently gaining more and more mindshare from large corporations as we head into 2009. Perhaps no other social network, not even Facebook, is hotter than the micro-blogging tool called Twitter. While Twitter only lets you send messages 140-characters or less, those short messages can pack a big marketing and public relations punch.

For example, when Pepsi's advertising agency BBDO released ads that depicted a blue-calorie committing suicide, many consumers were outraged. One has to wonder what the agency was thinking given the poor track record of 'suicide' themed ads to date. For example, both General Motors and Volkswagen had to pull/cancel suicide-themed ads in recent years.

However, despite the questionable marketing decision, it was how Pepsi chose to respond to the consumer backlash that is truly noteworthy. Huw Gilbert, communications manager for Pepsi used Twitter to respond to the negativity in a timely fashion, proving how effective Twitter can be for brands looking to build trust and a better one-to-one relationship with their consumers.

Starbucks has also embraced Twitter in a big way. With over 26,000 followers and growing, Starbucks has a direct line to some of their most treasured and loyal customers. When bad things happen to their brand, Starbucks can use their Twitter following to respond quickly and get the word out, in many cases much quicker than your traditional press release. Of course, Starbucks can and does use Twitter to announce new products and corporate initiatives. What is most impressive about Starbucks' use of Twitter is how actively engaged they are with their follower base. Starbucks isn't just broadcasting their messages in a passive way, they are constantly responding to the myriad of questions they get asked on a daily basis which proves that Starbucks truly understands both the medium and the message.

Recent Entries:
· Starbucks To Unveil New Product: 'Via' Instant Coffee
· Starbucks & Pepsi Embrace Social Media - Dive Into Twitter
· The Great Starbucks Hanukkah Mystery

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