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.

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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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