On June 29, the Starbucks Frappuccino page (yes, the drink has its own page
) saw ridiculously high engagement on a post that featured a photo of a raspberry vanilla frappuccino next to a stick of billowy cotton candy. The accompanying copy read: “Try this: Vanilla Bean Frappuccino. 1 pump Raspberry syrup for a tall, 2 pumps for a grande or 3 pumps for a venti. #cottoncandy
But, as Craig Carter brilliantly points out on the Ignite Social Media blog
, There were a handful of inherent problems with the post. Carter points out the following hiccups:
1. The drink doesn’t taste anything like cotton candy, plain and simple.
2. Baristas were mad because, as those in the trenches pointed out in the post’s comments, they would inevitably have people come in and order the “new frappuccino,” and baristas unfamiliar with the page would have no idea what a “cotton candy frappuccino” was.
The post didn’t specifically call the drink a cotton candy frappuccino, but considering the imagery and the use of the #cottoncandy hashtag, you can see where some consumers could get confused.
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Carter offers some fantastic advice—free for any Starbucks community manager:
“Sometimes it can be easy to forget just how much of an impact social can have on the real world. Social media marketing has the potential to produce quick results, which is part of the appeal, but it's also important to consider which business assets may be affected and make sure everyone is kept up to speed. This is no easy task, which is why it's crucial to have a holistic social media marketing strategy that makes sure every aspect of your business is in sync.”
Still, considering the nearly 170,000 likes, 18,000 shares and 3,000 comments the post garnered, wouldn’t it make sense for Starbucks to create a cotton candy frappuccino?