Starbucks' social-media bosses have developed a training and workflow system to guide their employees when they're interacting with fans, writes Andy Sernovitz. Chief among their innovations: the realization that if something doesn't get talked about, it's probably not worth worrying about. "Starbucks uses the Twitter test to determine if something is a real issue for the social media team or not," Sernovitz writes. "If it doesn't matter on Twitter, it doesn't matter."

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