One the most challenging tasks for companies is to innovative with the goal of offering products / services to consumers. For some companies, the innovation process can be very closed in order to avoid competitors from being tipped to future plans. Such potential threat has not scared off companies that have embraced a web 2.0 culture where sharing ideas and information can benefit everyone. A company that is using a social media tool to aid them in developing new products is the coffee house chain, Starbucks.
Via their crowdsourcing platform, My Starbucks Idea, the company is able to have a hub where consumers can share their ideas regarding anything that is linked to the brand, specifically:
Involvement (i.e. social responsibility, building community, etc.)