And I’m supposed to be teaching them….
Dan Farkas is a Visiting Instructor at Ohio University. But when he asked his students for their POV on the recent Starbucks video incident, he was the one who learned a thing or two.
The following is a guest post from Dan Farkas in response to the Starbucks video hear round the world last week. After the Starbucks video was posted and a myriad of communicators offered their opinions, Dan, who is a Visiting Instructor at Ohio University, asked his students what they thought. Here’s what they had to say.
As a Visiting Instructor at Ohio University, I talk about two topics all the time: Coffee and Facebook.
So when Justin showed this video of a barista bashing Starbucks in song (which is approaching 1 million views, btw), I clearly knew how to spend the first 30 minutes of class.
What I didn’t see coming is how students would react and what it can teach all of us about PR in 2011.
Maybe going Donald Trump on this kid isn’t the best idea
Should you fire the dude? To me, this was a simple question. For the students, not so much.
It was 60/40 in favor of firing the baritone barista. Those against the move made valid points.
- Do you take a situation and watch it turn into a crisis when the fired barista ends up on CNN, like the United guitar guy?
- Is it really taking people behind the curtain of Starbucks?
- The kid is creative; can’t you find a better way to use his talents?
Social media flattens communication lines
Who has the most of power of anyone working at Starbucks? Howard Schultz…sure. But for a while, this kid was fighting for the silver. Just because someone is on the bottom rung of a ladder doesn’t preclude them from climbing in an unconventional way. Most of the students saw that.
How many business owners see that? Inside and outside our organization, the sources and solutions for our challenges are coming from completely new angles. How can your company anticipate and react to this reality? I might be scared too.
Transparency matters
Identifying problems is easy in 2011. Finding solutions can be a bit more fussy. In asking students how to solve this problem, each of them suggested opening the doors to show people what Starbucks does to help employees, customers and charitable causes.
Their action plan wasn’t based on spin. It was based on fact. Pull back the curtain to show good. Acknowledge when you do bad. One student even reminded the class that when Starbucks struggled with drink quality, it closed stores early to better train baristas. It’s one bad song.
And I’m supposed to be teaching them….
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Who am I?
I'm a business communications consultant at Fleishman-Hillard. I used to call myself a PR professional, but I don't use that term anymore because people hear PR and they think only media relations.We do a lot more than that at Fleishman-Hillard Kansas City (FHKC). I specialize in social media, but am trying hard to brush up on my measurement and analytics. Every strategic consulting conversation should start with your business goals and how communications can help you reach them. My motto: "Your brand is what your customers say it is." 
Hey Justin this seems to be a continuation of our discussion on facebook. Now I have an additional question. How many stories out there about the bottom rung out there doing good on social media ever gets noticed in big or midsize companies? It seems very good brand ambassadors out there just being connected via the social channels always get the POV of “Yeah but they are not in the marketing, PR, comm. or advertising department, so it doesn’t mean much” Why are not more stories about how a company sees employees doing this on their own (and doing quite well) being snagged up and placed in these new and developing roles? Spotlight them, Carve out time for them to do this during the work day, promote them for helping off of the clock, even though not their “day job” start sending these folks to training and conferences, pull them into meetings about strategy, planning and execution, ask them what they think. Do this all behind the firewall and out in front of it. Look forward to hearing your thoughts!
Kids are amazing! they give such simple solutions to everything….I think we should start listen to them!
@keithprivette Agree 100 percent. A company’s employees are its most trusted brand representatives. Or marketers, if you want to go there. Every company should have a mandatory employee social media training. And then, a certification program for the employees you are referring too, KP, that want to raise their hand and do more than their regular 9-5. Brands need to seek and reward that behavior. Some do, but not enough.
@Larissa They do always provide a unique perspective, don’t they
. Thanks for stopping by.
@JGoldsborough the only question is Why? with all the talk about 80% of people wanting new jobs. This simple act of including and providing them the autonomy, adding value, and feeling connected to the mission is so easy. I know if this would have happened to me while working at Target, my perspective would have shifted 180 degrees. My first move would be to have an internal Social Summit and have an open discussion about expectations, accountabilities, and responsibilities then turn people loose. Then circle back around with rewards, recognition and more responsibilities. That seems like good business!