In 2008, several days before the US Election Day,Starbucks Corporation, a US based international coffee and coffeehouse chain, ran a spot on the “Saturday Night Live” show as well as on YouTube, promoting a free coffee giveaway. Twitter mentions of Starbucks skyrocketed, averaging a mention every eight seconds, which translated into a sizeable increase in brand exposure. The success reinforced the view that Social Media was the most contemporary and cost-effective way of creating a brand awa...
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