The establishment of meaningful relationships is crucial. The marketing efforts of Starbucks have specific focus on traditional marketing and additional focus to provide texture to the organization in engaging, fun formats . In the case of Starbucks, social media has strong alignment with its wider digital strategy. Social media should not be treated as a distinct and separate entity. Several departments have online and offline collaborations for the development and implementation of plans established for the full engagement of community. One crucial effort was the Love Project of Starbucks, as it came in teams with various groups such as U2, John Legend, Dave Matthews Band, and Change. The key purpose of this project was the creation of “All you need is love CD”. With all purchases worth 15 dollar to participate in locations of Starbucks, customers were receiving a free invitation and CD for participating in a mass singing group as their own video was uploaded to the website of StarbucksLoveProject.com (Tsiros and Schlesinger, 2009). This was done by a large population of customers.
In the internal sense, collaboration is crucial to execute, plan and invent any campaigns or projects. There must be boarding of all departments that include executives, managers, PR, communications, call centre and legal workers. The digital strategy team of Starbucks might not have been successful in various campaigns for leveraging it through social media in the absence of any coalitions across the organization. Whenever any opportunity or problem is identified by Starbucks, it considers the following options :
Ignorance: Certain responses are ignored if they tend to provoke any conflict or fights. It becomes easy for ignoring things when there is an appropriate context.
Change: In case something is broken, it has to be fixed. The website considers actively soliciting criticism through constructivism and ideas for improving the business and gathering suggestions for projects, services and products.
Context: If specific messages are context-ified, the company is successful in revealing its own side of the story in case of any controversies.
Amplification: By the identification of trends, Starbucks is successful in amplifying the overall surface and increased enthusiasm and visibility.