Corporate Social Media Case Study: Starbucks
Printed on each coffee cup that Starbucks sold between 2005 and earlier this year, there was one of a series of messages called “The Way I See It,” or, in Starbucks code, TWISI. Each TWISI message was written by someone who Starbucks deemed “interesting” and was numbered, so you could keep track of which ones you had read.
After the cups were discontinued, Starbucks linked to a page from their corporate blog that filters any Twitter message tagged with #TWISI. Starbucks is asking people to submit their own quotes for the site, and once submitted, the Twitter messages are set up so that people can vote on their favorites — with the site acting as a web 2.0 replacement for the original coffee cup quotes.
Disclosure: Starbucks is a Blog Council member (in fact, they just joined! Welcome!), but even if they weren’t, we’d write about them anyway.
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