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Free Starbucks

Free Starbucks

A successful social media story

Starbucks posted its first U.S same-store sales gain in 2 years for the last quarter and gives all the credit to its tactical use of social media.

The reason this matters to you can be summed up in this one line:

This (our social media strategy) was not built as a marketing channel, but as a consumer-relationship building environment.

The article is in Advertising Age (subscription required) and worth your money and time.

Here’s the questions I have for Radio:

  • Do you have a social media strategy?
  • Is it designed to build relationships with listeners and advertisers or to sell products?
  • How are you funding it for growth in 2010 and beyond?
  • Are you measuring its impact quantitatively?

If the answer to any of those questions leaves you blank, you’re in trouble.

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