Starbucks brand management

On my previous post 'Starbucks employer brand collateral damage' I included details of a few e-mails that had been circulating around a year or so.  And as had been expected I received some feedback on this post (see comments). 

There are conflicting views around the e-mail which you can see on Google which suggest the e-mail is a hoax.  But this is not the point.

(Some of the other aspects of the post are factual).

Of course I care if it is correct but, I am only one voice and clearly a lot of other people still think it is correct.  The point is that organisations have to now manage this kind of information and I assume someone on behalf of Starbucks is monitoring their brand and responding accordingly; which is excellent work by someone.  But how many other brands are quite so quick and agile as far as their brand is concerned?

I speak with many retailers who fear Facebook and YouTube yet with a little bit of thought they could actually use them to their advantage.  If a retailer has a number of videos on YouTube that employees have put up, and they don't show the retailer in good light, add a few of their own to try and get into the search results and put a more positive image across.  Social media is only your enemy if you do little or nothing about it.  As Starbucks (or someone on their behalf) has shown, there are two sides to the story but the brand owner needs to be proactive in dealing with it.

Employers who embrace social media and listen to their customers and employees can only benefit; those that don't are likely to suffer.

My coffee, in my Starbucks mug, tastes better already!