«@Starbucks’ Twitter strategy is worth looking at. Starbucks doesn’t inundate Twitter followers with advertisements. Instead, its Twitter account gives consumers the opportunity to access the company in a way they never have.

When a user corresponds with a corporate account on Twitter, they may not really expect it, but will be happy to see that there’s a person on the other end. I have sent messages to the Starbucks’ profile, which, as it happens, is run by an employee of the company. The responses have thoughtful, forthright, and most importantly, human — it doesn’t stink of marketing rhetoric.

From a consumer’s perspective, that’s ideal. How often can we really get in touch with corporate people in the position to make a difference? In my experience, telephoning customer service usually yields nothing more than banalities and scripted responses. But a Twitter profile can allow me to talk to a person at the company, creating a scenario where I develop a dialogue between myself and the organization. And it changes my perception, and makes me feel heard. Starbucks does this very well.»