In 2008, the company started mystarbucksidea.com, a social media site designed to solicit ideas and feedback from its customers. The site was built around four key themes:
• Sharing: Community members can post their ideas for Starbucks products, services, community contributions, or changes in operations.
• Voting: Anyone can create an electronic suggestion box. One of the things that makes mystarbucksidea.com special is that members can vote on the ideas. This helps the company prioritize ideas that are most likely to be attractive to its customers.
• Discussing: In addition to voting, members can provide feedback by commenting on the ideas of others. Designated