Introducing Via…on Twitter!

February 22, 2009 at 9:41 pm | Posted in Web 2.0 Strategies | 1 Comment
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Starbucks' New Via Instant Coffee Line, Announced on Twitter

Starbucks' New Via Instant Coffee Line, Announced on Twitter

On February 17th, I loaded up my TweetDeck thinking it would be like any other day on Twitter. Some inappropriate jokes, some celebrity gossip, maybe even some pictures of a photographer otter. But, no, it was not like any other day.

9:53 a.m.

Starbucks announces on Twitter that it’s now offering INSTANT COFFEE in my state. Ok, ok, maybe it’s not as earth-shattering as the Rihanna/Chris Brown situation but still, this is a big step for Starbucks. My interest in the Starbucks tweet was not that they were announcing the brand, because there were emails and press releases that also went out. What I was very interested in was how Starbucks used their Twitter account throughout the day to answer consumers’ questions, offer free samples, and share pictures of the Via events.

Starbucks understands the power of social media, especially instantaneous sites such as Twitter. Those companies who are auto-following everyone who won’t block them, sending out 1-way advertising messages are NOT using Twitter to their advantage. In fact, they are becoming the new age spammers. But Starbucks has a solid understanding of the power social media in a marketer’s hands: it is the ultimate customer relationship tool. Use it wisely to answer questions, create buzz and involve customers with your brand and you’ll hit a home run.

Oh, and by the way- I ordered my free sample of Via. I’ll let you know how it is =)


1 Comment »

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  1. Hey –
    We’re interested in what you think of Starbucks VIA Ready Brew. Please post a review after you try it.

    from the @starbucks Twitter account

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