The votes are in. People love
Starbucks – and hate it. There are more blogs by and about Starbucks then I
would ever have guessed.
Unofficial
blogs range from the general, such as Starbucks
Melody, who just has a passion for coffee, and Starbucks Drama who gabs about the “goings-on”
inside a Starbucks store.
To the
specific, such as Unspoken who posts recipes
for many of Starbucks’ beverages.
To the
international, such as Starbucks
In Japan who, surprisingly, blogs
about what’s new at Starbucks in Japan, and Bucked by the Star who posts
only photos taken inside Japanese stores.
Not my cup, but my name - this should read "Kelly" |
To the utterly
wacky, such as Pat’s
Papers who, in addition to non-Starbucks related content, has dedicated a
section to the misspelled names written on the side of the cups, to Starbucks Everywhere, which is the personal
blog of a guy on an adventure to visit ALL company-operated Starbucks (he’s
visited over 10,000 to date!).
Then
there are those written by Starbucks employees, such as Starbucks Dave. Dave describes the blog as
a “place to talk about the company I love.” He is also quick to
tell his readers that its “not an official Starbucks website.”
Finally, but not completely, there is Starbucks Gossip: Monitoring
America’s Favorite Drug Dealer, which, as you can gather from the title,
focuses on the, shall we say, less positive side of Starbucks.
There’s
not much that employees and fans alike are not blogging about. Of course I have
not had the pleasure of speaking with anyone from headquarters, but my guess is
they are very pleased with the (online) interaction that customers and
employees are having with their company. These bogs are directly inline with
their image of “community”.
With
all of these unofficial blogs, one would think that Starbucks would not need to
have one of their own. Not true. Starbucks itself has four official blogs (that
I was able to locate).
There
is the main Starbucks Blog, the Shared
Values Blog, and two Starbucks
Partner Page’s (one for American employees and one for non-USA
staff).
Surprisingly,
since Starbuck’s is generally very consistent with their branding and
messaging, the main Starbucks blog seems to be centered on corporate activities
and company products (including their other divisions). The Shared Values blog
focuses on their social responsibility around the world. Again, all about what
they are doing at headquarters.
I would
have expected a blog that talks more about their customers and their connection
with the company. I suppose since there are so many unofficial blogs focusing
on this content, that it is their job to cover what is missing. (This is where
I need to remind my readers that Starbucks has “My Starbucks Ideas”,
which, while not a blog, is an online portal for customers to submit their own
ideas for the company to implement.)
I do
appreciate that both blogs appear to be written by a variety of Starbucks staff
members rather than one un-named employee, which is consistent with their philosophy
that their employees as “partners” rather than just “staff”.
I was
pleased to see that the company does host two internal blogs specifically for
staff (partners) only. Since these two
blogs are password protected its hard to say what the topics cover, however, I
would hope that they offer content such as advance release of corporate news,
tips and techniques for staff, and opportunities for online training and
professional development.
“Care more than others
think wise. Dream more than others think practical. Expect more than others
think possible.”
Howard Schultz
Other than CEO Howard Schultz,
who is the public face of Starbucks, there is no official spokesperson.
Lindsay Lohan enjoying a smoke and a Starbucks |
There are however, countless “promoters” of Starbucks
coffee. In fact, it’s hard not to pick up an entertainment magazine
these days without seeing a celebrity walking around toting a Starbucks cup in
one hand and a dog-in-a-purse in the other.
Unfortunately for Starbucks, not all would be the ideal
spokesperson.
If Starbucks were to choose someone to
represent their company it would have to be someone who is also
environmentally and socially responsible, since this is Starbucks’ image. I think to name someone who simply likes
coffee would be a huge mistake and go against one of Starbucks’ main principles
– Expect More Than Coffee.