Starbucks opened three new Twitter accounts, adding to its voice on the social media channel. Notably, the three newcomers are not media relations folks but people like Katie Thomson, registered dietitian and senior nutritionist, and Jim Hanna, director of environmental affairs. Clearly Starbucks is trying to represent the variety of personalities that exist within corporations - resonate well in social media - while also zeroing in on issues and messages that are a priority for it right now.
This follows in the footsteps of retailer peers like Best Buy, which leverages a number of different voices from within its employee ranks to tweet.
The coffee retailer's top twitterer, Brad Nelson who runs the @Starbucks account, announced the new additions today in a post on its My Starbucks Idea blog where consumers and employees are encouraged to share ideas for the company.
A couple of months ago, we realized that we should be sharing this knowledge and passion with the world and Twitter felt like the most natural place to communicate it. So, we'd like to present three new Starbucks Twitter accounts focused around three areas that we're passionate about: Coffee, Health and Wellness and Shared Planet (environment). We've been working with Katie, Jason and Jim to get them up to speed and comfortable on Twitter. We're now ready to share them with you. So, please say hi and follow them on Twitter.