The lid is open – do you have an idea? As social media continues to establish itself as a worldwide culture, it was only a matter of time before corporate entities started to explore. My Starbucks Idea is a prime example. Through this site, coffee lovers have the opportunity to share and vote on ideas of how they want to see Starbucks develop.
After exploring the website and comparing other examples of corporate social media (CSM), there’s no doubt that My Starbucks Idea is, well, a great idea! Now I’m a Canadian, and as such I’m basically a Timmy-fiend. However, Tim Horton’s and other major coffee competitors have yet to utilize social media in this way. Not only is this virtually cost-free marketing, but it creates a win-win situation for the company and the consumer!
Of course, there are always two sides to the story. So what’s wrong with My Starbucks Idea? One important thing to consider are the threats to this example of CSM.
First of all, there is the obvious threat of trolls or other Negative Nancies parading the site. Having those types of comments can put a major dent in the brand. Also, while there are mediators present, over-censoring can defeat the purpose of social media.
Another threat can be the competition. If fellow coffee commanders like Second Cup or Timothy’s went ninja on this like politicians on Wikipedia, the whole concept could cost crucial time and labour for all parties involved.