Kerpen stresses the importance of authenticity, honesty, and
transparency while utilizing social media. For week three’s forum please answer
the following question:
While these traits are each unique, explore how they relate
to one another. Support your answer with
this week’s reading using a specific example where a company or public individual
was authentic (or inauthentic), honest (or dishonest), or transparent (or lacked
transparency) while utilizing social media and state the ramifications both positive
and negative of its actions.
Please respond according to the boundaries outlined in Professor
Stevens’ syllabus. #MaristSM15
Kimberly,
ReplyDeleteIgnore my forum response - I found the blog post. :)
Kelly
“To say Starbucks purchases and roasts high-quality whole bean coffees is very true. That’s the essence of what we do – but it hardly tells the whole story. Every day, we go to work hoping to do two things: share great coffee with our friends and help make the world a little better. It was true when the first Starbucks opened in 1971, and it’s just as true today.” http://www.starbucks.com/
ReplyDeleteIn reading Kerpen’s discussion on authenticity, honesty and transparency the company that comes to mind for me is Starbucks. http://www.starbucks.com/. Although this coffee company is related with high prices, and in some people’s minds represents a social ranking I think they have utilized social media channels not only to advertise their products but allow customers an insight into their authentic mission. Starbucks “have been successfully executing their social media marketing plan since the first days of social media and social commerce. For over 5 years, and their strategies have played a significant role in their growth.” (Digital Spark Marketing) Kerpen explains that “many large companies have a hard time being authentic in their interaction with customers. As organizations get larger it becomes difficult to manage higher volumes of staff and clients.” (2011, p96) However, by using platforms such as Facebook https://www.facebook.com/Starbucks, and Twitter https://twitter.com/Starbucks the company is allowing for endless interaction and the mission of the company and its commitment to community to be more visible. These channels also open up the door for communication and feedback, therefore regardless of its growing structure Starbuck can maintain a connection by listening to comments and reacting. As Kerpen mentions by allowing consumers to see “behind the curtain” breeds trust and allows customers to feel comfortable” (2011, p100) and will therefore remain loyal to the brand and recommend to potential consumers. With regards to transparency Starbucks uses its website and social media to show customers where the coffee beans are sourced from, and highlights its responsibility to global, environmental, health, and community issues.
https://www.youtube.com/watch?v=lOjL4izOZNQ
The extent of the organizations community mission is very apparent and helps strengthen that factor of trust. As Kerpen explains nowadays “it is virtually impossible to hide the truth.” (2011, p109) Starbucks has over 31 million followers therefore is a proven example of how using social media outlets can ensure positive results for a company’s reputation and growth. Kerpen also emphasizes the need of truly valuing all customers, as Zog Digital shows this is another area that Starbucks works hard at. “They have “super influencers instead of solely focusing efforts on accumulating new customers, they cultivate current relationships. This ensures more fans/followers in the long run, as well as the continued existence of brand advocates. This holds true across the board – in-store experiences are highly valued along with online engagement, further necessitating the importance of customer service."
“Inspiring and nurturing the human spirit -- one person, one cup, and one neighborhood at a time.” https://www.pinterest.com/starbucks/
Follow Starbucks:
https://www.facebook.com/Starbucks
https://twitter.com/Starbucks
https://www.youtube.com/user/Starbucks
https://www.pinterest.com/starbucks/
http://mystarbucksidea.force.com/ideaHome
References
ReplyDeleteDigital Spark Marketing
http://www.digitalsparkmarketing.com/creative-marketing/social-media/starbucks-marketing/
Kerpen, D. (2011). Likeable social media: How to delight your customers, create an irresistible brand, and be generally amazing on facebook (and other social networks).
Starbucks Pinterest https://www.pinterest.com/starbucks/
Starbucks Official Website
http://www.starbucks.com/
Starbucks, My Starbucks Idea
http://mystarbucksidea.force.com/ideaHome
Zog Digital
http://blog.zogdigital.com/2013/01/24/6-reasons-starbucks-excels-at-social-media-marketing/
http://newyork.grubstreet.com/2012/10/fast-food-restaurant-social-media-infographic.html
http://kellyapfelcomi610.blogspot.com/
ReplyDelete