Green Mountain Coffee Takes Headfirst Approach to Social Media

Crites summarized Green Mountain’s approach to social media as such:

* Facebook: With a following of passionate and loyal coffee drinkers, Green Mountain posts briefs on its endeavors, as well as a recent series of “quiz” questions about fair-trade coffee.

* Twitter: “Our work on Twitter is based on searches,” Crites said. “We search Twitter to see if somebody’s complaining about our products. Then we respond with a 'here’s a link' on how to solve the problems. We also can automate it so our blog posts go on our Twitter page” with links to them.