Starbucks is approaching 3,000,000 Facebook Fans (a huge number – they have 220,000 Twitter followers) and is engaging those users to find out how to better utilize Facebook and their popularity:

Starbucks Coffee Company: About to pass 3 million fans here on Facebook. Wow! We are honored and humbled by this. Question for you all: what more or what else would you like to see us do on this site? By that I mean what type of content, discussion or offers regarding Starbucks would you like to see on this page?

Within two hours of the post, ~7,500 users “liked” the discussion and 3,500 comments. There are several takeaways:

- the ratio of comments to likes is astronomical (1:2)

- the quality if the content is fantastic… Starbucks asked for feedback and got a huge amount of relevant, valuable answers:

I would say since we took the time on FACEBOOK to be your fan then maybe you should offer coupons or a half off day at a local starbucks just for facebook users and fans. And you could use this to let us know about new products and specials. Maybe a discussions about what we like about starbucks and their products and we could learn some things from other people

Janet at 2:23pm June 19
I would say since we took the time on FACEBOOK to be your fan then maybe you should offer coupons or a half off day at a local starbucks just for facebook users and fans. And you could use this to let us know about new products and specials. Maybe a discussions about what we like about starbucks and their products and we could learn some things from other people.

Jim: at 2:23pm June 19
Have Pike Place Blend Decaf brewed all day, not just in the morning. Many of us drink decaf or half-caffs.

Marianne at 2:23pm June 19
Bring back the almond flavoring please.

- Users want coupons and exclusive offers… the theme among the comments is that discounts through Facebook would be welcome. While this is unsurprising, the marketers at Starbucks must be thinking about ways to engage 3m fans via time-sensitive coupons (Dunkin Donuts has done this wonderfully). Furthermore, it’s proof that mobile / social ads can be powerful and welcomed by users.

- Finally, coffee companies get social media! When asked who does social marketing best, I always encourage people to look at Dunkin Donuts and Starbucks (in that order) on Facebook and Twitter. Their marketing teams are innovative, responsive and in tune with the web.

Popularity: 6% [?]