Starbucks explores dark social for market research

Starbucks is exploring how it can use private groups and accounts on social media to better engage with consumers around product development and testing as it looks to evolve its social media strategy.
Speaking at an event held yesterday (13 March) by social media consultancy The Social Elements, Reuben Arnold, Starbucks’ vice-president of marketing and product in EMEA, said the moves are helping it have “deeper conversations” with some customers and bring product and marketin