Introduction
The selected company is Starbucks. It is an American organization that is involved in the global coffeehouses and roaster reserves chain. It is the biggest coffeehouse chain and the company headquarters are in Seattle, Washington. The company utilizes a variety of product promotion techniques including public relations (PR). The advancement in technology prompts the majority of the companies to shift their marketing activities to be internet-based, The application of the PR includes digital platforms such as social media. The social media platform is an online-based technology that encourages the enhancement, utilization, and management of social media services. This paper will be objected at outlining the social media platform, discussing Starbucks organization as well as the campaign information as discussed in the Unit 5 Lesson.
Information about the Social Media Platform
Social media platforms play a significant role in business activities such as product promotion. It has proven to be not only an effective tool but also consistent in the generation of revenues among businesses through increased sales. Social media platforms provide an avenue through which the product promotion techniques such as PR, can be served to the users. Social media platforms hence provide the organization with the capacity to make online networking sites and services with a finished web-based social media network. The social media platforms facilitate the social media product promotion which generates the capacity to create a connection with the potential customers, create a brand, increase website traffic which in turn increases the rate of sales. Social media platform provides an opportunity for product promotion through content publishing on the social media profiles, communication and engaging the users, evaluating performance as well as administering the social media advertisements. Some of the major types of social media platforms include Facebook, Instagram, Twitter, LinkedIn, Google+, Video Sharing, YouTube, Vimeo, Live-Streaming, Periscope, Microblogging, Pinterest, and Snapchat (Kasemsap, 2019).
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Information about the Organization and Its Campaign
Starbucks Company is a multinational organization with branches in different nations. It is the largest coffeehouse organization across the globe, supplying quality "coffee and tea refreshments", bundle cooked whole bean and position coffee, serve as well as set to-drink coffee and tea things, squeezes, and consumable water. The company also serves a number of crisp nourishment and nibble contributions; and different sustenance products, for example, baked goods, breakfast sandwiches, along with lunch things, and also drink creation things and frill. The company operates in distinct segments that comprise America, Africa, Asia Pacific, Middle East, and Europe. Starbucks has licensed its trademarks through the setting up of certified stores and satisfying foodservice standards at not only the national level but also international standards. The company that was headed by Howard Schultz has maintained its brand, customer acquisition, and maintenance through the application of successful marketing strategies such as media tools ( Huff, 2014) .
The company utilizes social media platforms as one of its product promotion strategies. As a result, this plays a significant role in the company's customer acquisition and retention. It applies well-developed social media platforms to create connections, communicate, and interact with its customers and interested parties. The organization uses distinct social media platforms such as Facebook, Instagram, Twitter, blogs, and Pinterest. It is through the social media platforms that the company has been able to listen to the needs of the customer and rapidly implement the changes that suit the client's requirements. Currently, Starbucks takes pride in the many social media users whereby, it has over 3 million Instagram followers, 2.9 Google+ users, 60,000 Pinterest followers, 37.5 million Facebook likes, 33, 000 YouTube subscribers, and more than 6.6 million Twitter followers ( Chang, 2020) . The huge number of internet-based supports of the organization acts as their target audience hence creates a large pool of potential and active customers.
Campaign Based On the Information Discussed In the Unit 5 Lesson
A campaign based on the information discussed in unit 5 lessons provides comparative knowledge in regards to the impact of campaign information on companies. The information provides enlightens that internet-based product promotion has an impact on both the customer and the organization as well. On the business side, it is crucial in the creation of the market, hence customer acquisition and retention, which generates sales. On the other hand, the customer benefits as it provides adequate information that is crucial in the decision making to purchase the product. For instance, Campaign based on the information discussed in the unit 5 lessons provides information about the effect of internet marketing on customers' decision to purchase in Amico Industrial Group case study, KitchenAid and Twitter campaign effective information. This unit also provides excellent campaign information about Dove Company. On this basis, Unit 5 provides information that the organization should effectively employ PR through social media because advertising is "paid media", "public relations" is "earned media". This is an implication that one can influence what the editors or reporters publish in regards to their brands, customer, or even company.
Conclusion
In conclusion, it is evident that social media platforms play a crucial role in Starbucks ' marketing strategies. The Campaign based on the information discussed in unit 5 lessons provides in-depth knowledge in regards to the importance of social media platforms. With the increase in trends in internet-based marketing, it is therefore important to utilize all the available social media platforms.
References
Chang, W. J. (2020). Experiential marketing, brand image, and brand loyalty: a case study of Starbucks. British Food Journal .
Huff, T. (2014). How Starbucks Crushes It on Social Media .
Kasemsap, K. (2019). Professional and business applications of social media platforms. In Social Entrepreneurship: Concepts, Methodologies, Tools, and Applications (pp. 824-847). IGI Global.
