What Went Wrong With the Starbucks #RaceTogether Campaign?
The well-intentioned attempt to become part of the conversation about race backfired when the Starbucks campaign was met with criticism from the media and social media users alike.
Plenty of organizations and companies attempt to start discussions, especially on social media. A well run campaign can engage your customer base, and raise your company’s profile. However, a poorly run campaign can raise the ire of the online mob. Case in point: Starbucks “Race Together” campaign started with the good intentions of starting a discussion about race, but backfired in a major way.
The campaign started last week to encourage customers and employees to discuss race while they waited for their coffee.
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