- New Media Age -
Starbucks is seeking its first digital and social media marketing manager as it looks to increase its investment in the digital and social communication in the UK.
Starbucks is seeking its first digital and social media marketing manager as it looks to increase its investment in the channel in the UK.
The high street coffee chain is drawing on its success in the US and creating a new role in the UK to lead the development of a local digital and social media strategy.
Starbucks said it has already started to increase its UK activity on social media sites such as Facebook, including its first paid-for ads, but had created the role to develop a wider strategy and a local tone of voice through internal coaching.
The role will also involve overseeing global campaigns in the UK and product launches.
Following its activity in the US, Starbucks has been seen as a pioneer in the social media space and also a success story in encouraging customer loyalty by being early to adopt new channels such as Foursquare and amassing more than 9m fans on Facebook and almost 1m followers on Twitter.
Starbucks wants to integrate activity across a number of initiatives including the Starbucks Card, public affairs, customer care and Shared Planet, across social media channels.
In March, Starbucks launched a multi-million-pound integrated ad campaign to support its Via Ready Brew instant coffee, featuring significant visibility on Facebook.