Starbucks, you're breaking our hearts

It's nothing new that Starbucks has been experiencing declines in in-store traffic as of late. So, they've cut back on their projections for '08, shortly after promising to deliver a better web experience.

This coffee joint was never really known for providing the utmost in online user experience, despite priding itself on being one of the first means of social networking. As one source confirms, they've wasted potential and opportunity: "Starbucks had mastered social networking long before MySpace, Facebook and YouTube had any prominence. And yet, Starbucks focused almost exclusively on stores, dismissing the Web as a place to sell coffee beans, grinders and maybe some jazz CDs."

Ah, yes. It's also a Wi-Fi zone. Big deal. So are ten thousand other places that reek of coffee. Come on, Starbucks- make us web-savvy caffeine lovers proud. (I'll give them this: they have mentioned implementing a strong CRM platform, but where are the results?)

It seems the best they can do is, more or less, a weak hybrid between a "network" and online suggestion box:

"The Starbucks Experience grows, in part, from the unique combination of a shared passion for coffee and the exchange of great ideas. For years, Starbucks stores have served as the center of vibrant communities, welcoming customers and encouraging creativity and dialogue. Starbucks today announced the extension of that community beyond the doors of its stores with the launch of MyStarbucksIdea.com."

They're doing this to become even richer, essentially. Although profit makes the world go 'round, they're missing the point. Social networking is about appealing to people of the world...Just trust us on this one, Starbucks.