Social Media Consumers Content Of Official -Myassignmenthelp.Com

Question: Discuss About The Social Media Consumers Content Of Official? Answer: Introduction Starbucks is a global beverage brand and has evolved into one of the largest corporations in the world. Their line of various brews has achieved worldwide recognition and considerable brand identity. Social media has become one of the fastest advertising and promotional mediums available to companies (Alhabash, Mundel Hussain, 2017). As adopted by most leading corporations Starbucks too has launched various social media campaigns. Their Youtube channel is one of their most dominant social media campaigns and this report will focus on the social media presence of the Youtube channel. Discussion Titled Starbucks Coffee the Youtube channel created and maintained by Starbucks has substantial social following which can be inferred from its 153, 458 subscriber base ("Starbucks Coffee", 2018). This report will evaluate the channels releases in the last 3 months based on the seven functional blocks of Social media (Parsons, 2013): Identity: Starbucks Coffee posts various videos based on their latest product line, promotional activities and Corporate Social Responsibility initiatives. Their latest product line is the blond espresso. The comment section is where users (subscribers) can communicate. Youtube does not ideally reveal geographical locations but subscribers are more than willing to share their locations and personal experiences with the brands products. Conversations: The social aspect of social media promotion encompasses the willing of users to engage in conversations. Youtube comment sections are known to spark conversations and debates among subscribers. The Starbucks Coffee releases have vocal and conversant subscribers who repeatedly share their encounters with Starbucks. Though there are debates they seldom end in favour of their competitors. Sharing: The Youtube releases of Starbucks Coffee are frequently shared on various other social medium especially facebook. This is evident from the views of its releases which are more than three times their subscriber base. Thus sharing content released on the page is common practice. Presence: Youtube though location specific does not explicitly reveal the geographical locations of their subscribers. Thus, unless willingly shared subscribers cannot identify where the others are located. However, it must be noted that Starbucks makes country specific product releases and through them they subscribers location maybe inferred. Despite this Starbuck has a massive presence on Youtube and their release are even advertised as a precursor to other videos. Relationships: Starbucks manufactures high quality products and their target audience are the higher income groups like any leading conglomerate (Nicholas, Carswell Hletko, 2013). The Youtube channel promotes Starbucks coffee and their stores which act as a social hub for consumers of various ages and backgrounds. They promote the Coffee shop/caf culture in its truest sense. Subscribers are often regular customers who visit the outlets in groups and review their encounters with the products. Reputation: Being one of the best known beverage brand in the world the companys reputation may not be evaluated. As discussed above there are various users who visit the outlets and discuss their feedback online on the comments section on the Youtube channel. The comment section stands as evidence that Starbucks has positive reviews and a massive customer base. Their CSR activities are well documented and have substantial following as well. Groups: The target group of Starbucks consists of the higher income groups and millennial sections of society that have inculcated the Coffee shop/caf culture in them. These groups are featured on their advertising releases quite conspicuously and their presence on the Youtube channel is quite evident. Conclusion: Social media advertising has helped Starbucks usher in a larger customer base than ever before and they have capitalized on the opportunity to the fullest. Their well documented releases on social media are followed religiously by its loyal consumer base and well discussed in various forums on social media. Thus Starbucks' social media has grown exponentially in the past years and continues to win it fresh customers daily. Reference list: Alhabash, S., Mundel, J., Hussain, S. A. (2017). Social media advertising.Digital Advertising: Theory and Research, 285. Nicholas, F. C., Carswell, I. B., Hletko, P. M. (2013).U.S. Patent No. 8,538,803. Washington, DC: U.S. Patent and Trademark Office. Parsons, A. (2013). Using social media to reach consumers: A content analysis of official Facebook pages.Academy of Marketing Studies Journal,17(2), 27. Starbucks Coffee. (2018).YouTube. Retrieved 7 March 2018, from https://www.youtube.com/user/Starbucks/videos?sort=ddflow=gridview=0