Starbucks has mastered the social media arena. ENGAGEMENT db Report claims Starbucks to be the most engaged brand in social media. Starbucks decided to franchise their company in 1987 and had a modest beginning of 17 stores in 1987. Now, Starbucks Corporation has a staggering total of 16, 635 stores in the world. Visit www.starbucks.com to view more stats.

In March of 2008, Starbucks launched the creation of www.mystarbucksidea.com. The main inspiration for creating the online community is for Starbucks to respond to their customers and in turn, promote and review their ideas. A main feature of the website is a forum where customers can directly dialogue with Starbucks representatives from a variety of departments. Starbucks keeps their website exciting and inviting by implementing six “pillars.”

1. Visible Action
Since 2008, Starbucks has made about 50 changes based on customer submissions.
2. Great Discussions
Engage communication between Starbucks and their customers but also among customers.
3. Promotion
Ads are placed to notify others that change happened due to the community involvement.
4. New Features
The website continues to create new and exciting features that keep customers interested.
5. New Geographies
Expecting to expand to other countries.
6. New ways to use site to have people engage in brand
For new stores waiting for their opening day, the community can decide what music, books and art will be included at their local Starbucks.
These are the main results since implementing mystarbucksidea.com:
• 54,228 product ideas
• 21,648 experience ideas
• 13,235 involvement ideas
• over 100,000s of comments
Every business is different, and clearly all of these “pillars” cannot be used in every situation. Starbucks success in using social media is one all can learn from and implement for their own business.