Variety is the spice of life…and social media! (1/7)

A 2016 study looked at 565 tweets (and retweets,) as well as 1,392 replies for all official Starbucks Twitter accounts in December of 2014. The study found that there were three types of content on Twitter that were used to effectively engage with the company’s stakeholders (Taecharungroj, 2016):
1. Information-sharing example: Starbucks beans are GMO free
2. Emotion-evoking example: Merry Christmas, from Starbucks
3. Action-inducing example: Buy one Frappuccino and get one free

doi:10.1080/13527266.2016.1138139

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