Point of View: Why you should 'like' Starbucks

With 'My Starbuck's idea', Starbuck's has created a community of 19 million members, with whom it can communicate daily at minimal cost.

Point of View: Why you should ‘like’ Starbucks

John Woodward

Since I'm writing this from Seattle, Starbucks springs to mind. Its social media presence, particularly ‘My Starbucks Idea’, have limited creative visibility, yet they are a vital signifier of where marketing will likely go in the future.