Starbucks uses embassies to burnish brand

02/23/2010 | Advertising Age (tiered subscription model)

Starbucks is using its Facebook, Twitter and Web pages to nip negative rumors in the bud. The company's "embassy strategy" relies on turning its social outposts into credible information sources where people can reliably find accurate information about the company, says Chris Bruzzo, Starbucks' vice president of brand content and online. "When you go there you know you're going to get the straight scoop," he adds.

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