Blog Post #2: Starbucks Vs Folgers on Twitter

Twitter Stories: Life Around the Bean

Tony Truong

Starbucks Followers: 11.7m

Folgers Followers: 16.7k

The use of twitter is similar between the two coffee giants. The tweets include stories behind their products, charities they support, retweets from customers and of course, some product advertising.

Starbucks is the heavier tweeter, pushing out 3-4 tweets a day while Folgers is around 1 a day. This also reflects the use of hashtags as Starbucks uses 2-3 a tweet while Folgers uses 1.

Here is the latest tweet from Folgers. With 1 retweet and 19 likes, this tweet does not seem as effective albeit still a fairly new tweet.

#FromWhereISip – This is a way to engage people to show where they are consuming their beverage. This hastag is shared with other companies such as Coke.

With 16.7k followers, a much higher engagement rate is expected right? I believe Twitter is not the best platform for having long conversations simply because of the character limit.

Starbucks with a twitter following of 11.7m sees much more activity with 79 retweets and 369 likes.

#StarbucksReserve – This hashtag is unique to Starbucks and is used very often to display Starbucks originally roots in Seattle. Providing support to the coffee farmers of Papua New Guinea where they get their beans from. Always giving back to the community!

Although these tweets differ in success, they are both used effectively to communicate they are doing. Folgers is targeting popular hashtags to get their brand in there while Starbucks is actively creating new ones and constantly creating new content campaigns around them to generate interest.