This is an older article from 2010 about the CEO of Starbucks Howard Schultz and how he had to be brought back in 2008, eight years after retiring in 2000 as the CEO of the company, in order to help the company recover from their own mistakes as well as from the economic downturn. I am posting it because there are some interesting bits on page 2-3 about how damaging social media can be to a company and its image. The article also discusses on pages 5-6 how Starbucks is now employing social media as a new marketing tool. The article then discusses how the company’s use of social media has really helped it to connect to their customers, and Schultz states that the company’s popularity on Facebook has resulted in Starbucks switching to social media as their “go-to-market strategy”.
If you have any trouble with the URL below the article title “We Had to Own the Mistakes” by Adi Ignatius
Here is the URL:
http://www.shu.edu/catholic-mission/upload/We_Had_to_Own_the_Mistakes_-_Harvard_Business_Review_Interview__04-18-2011_.pdf
2 comments:
This is another great example of why monitoring is so important.
Did anybody else notice on page 4 of the article that Howard Schultz mentioned holding an employee conference in New Orleans? He said that the company contributed more than 54,000 volunteer hours to helping New Orleans. Not only was that a great method for the company's employees to bond and strengthen their ties but it also puts the brand in a positive light with consumers like me!
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