Starbucks has invested a lot in social media. From Twitter to Facebook to its own MyStarbucksIdea.com, Starbucks has a highly-visible social media footprint. And highly-visible results: over half a million followers on Twitter and more than 5m fans on Facebook.
Given its social media prowess, if any brand is capable of turning away from traditional marketing channels and reaching out to consumers online, it’s Starbucks. And that’s exactly what it’s doing this holiday season.