STARBUCKS PROVES WHY EVERY COMPANY NEEDS SOCIAL MEDIA TRAINING
When it comes to a company that’s as large as Starbucks, new initiatives don’t get released to the public in a spontaneous manner. Instead, any big marketing push has to go through countless layers of approval before it goes out into the world. But while Starbucks and other large companies put a lot of work into their marketing, that doesn’t mean they always get it right. A recent example of Starbucks missing the mark is their “Race Together” campaign. The quick summary of this campaign is that baristas were instructed to write “Race Together” on customers’ cups. The purpose of writing this phrase was to encourage conversations between baristas and customers about race. If this idea sounds a little bit off to you, you’re definitely not alone. While most people realize that the US and the rest of the world still have a long way to go before race is no longer an issue, that doesn’t mean coffee cups are the solution.