Accessed 3rd January
http://www.bbc.co.uk/news/business-11465829
A short selection of video from BBCs CLICK reporter Rory Cellan-Jones who explores why companies are wanting us to interact with them on social media platforms. Dary Willson-Rymer from Starbucks says there has been an "erosion of trust with large institutions" over the years and being a more transparent and open company is the best way of regaining that trust. This is suggested to be done through social capital on Facebook as it is the best to conumicate with the customer according to Wilson-Rymer. Starbucks does not advertise in the traditional fashion but uses social networks to create a two way dialogue with its audience from discussing services, debate products and have a general "hang out on the web". This way the companies do not seem to become across as "tone deaf" like a television or billboard advert might do.
Towards the end of the video Cellen-Jones explores the company isoft who is obsessed with its analytic and what is being said about them on the internet. But the question is what are they really learning from it? Starbucks suggests they are learning what people really think and want.
http://www.bbc.co.uk/news/business-11465829
Towards the end of the video Cellen-Jones explores the company isoft who is obsessed with its analytic and what is being said about them on the internet. But the question is what are they really learning from it? Starbucks suggests they are learning what people really think and want.
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