Coffee Break: How coffee companies do micro-blogging

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It seems that a lot of companies are still thinking about using social media for their marketing and PR activities. They are monitoring, discussing and trying to evaluate why this new interactive trend could apply to their business. Now, in days like these fast decision making is absolutely necessary if companies wish not to be overwhelmed by the new communication trend: micro-blogging.

Let’s take a brief look at the coffee companies and their efforts in terms of micro-blogging. Do they run their brand account? Who is the account user? A quick test…

Best Case: Starbucks
Starbucks is surfing on the Twitter-wave for a long time now. Customers can benefit from this engagement not only with bargains. Their Twitter account also focuses on sharing interesting events and music information or teasing brand- and charity-related topics they company would like to address. Starbucks is really reaching out for client conversation. Although this might be quite a challenge when a company has more than 30.000 followers. It’s not a one-way monologue like the past common PR activities. Followers are not just entertained, they are being ‚engaged‘ in a brand and the discussion around it. Starbucks has embraced micro-blogging as a new way of customer relationship management.

The fast-food company Dunkin Donuts is also quite successful with 4.300 followers and showing similar activities on Twitter.

The competitors
What happens if internal evaluation and brand discussions takes too long, can be viewed when investigating on Twitter accounts for example. Not only can brands lose out on a great communication opportunity. They might be facing the problem to get their brand account name back by either paying somebody who uses it, or will need to involve a lawyer’s help. Or do private users need to hand over the brand account for free to big worldwide brands?

Some examples of companies that have been waiting too long (or where it is quite unlikely that the companies are really running the Twitter account) …

Balzac Coffee – Gone – Dead Account.
Coffee Bean – Gone – Private User.
Coffee Fellows – Gone – Dead Account.
McDonalds – Gone – Private User.
McDonalds Cafe – Gone – Unknown User.
Nespresso – Gone – Unknown User.
San Francisco Coffee Shop – Gone – South Florida Camera Club
San Francisco Coffee – Gone – Unknown User.
Tchibo – Gone – Unknown User.
Yuban – Gone – Private User.

Spot On!
Companies need to be facing micro-blogging as a new way of client communication. Just look at a Twitter search on direct messages for @Coffee Bean and see how and in which way people are talking about this brand. Don’t we all think, the account needs to be handled and provided by the company itself?

PS: This is just a simple list that readers might be willing to expand. Feel free and comment if you find further examples.

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  1. Coffee Break: How coffee companies do micro-blogging | surfgearcentral.com am 27.01.2009 12:21 

    […] the rest here: Coffee Break: How coffee companies do micro-blogging brand, coffee, english-content, events, facebook, featured-stories, interview, marketing, media, […]

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