You may remember the panic which ensued last spring when Starbucks shut down their stores for a mid-afternoon, company-wide meeting. It was around this time that Starbucks launched My Starbucks Idea which is nothing short of a coup.

In the sake of full disclosure, I drink Starbucks about once a year. I first learned about My Starbucks Idea last April at a PRSA Maryland conference on social media. Although the site was only a month or so old, Starbucks had built an active community with their customers.

The premise behind My Starbucks Idea is simple. Starbucks customers post ideas for a better Starbucks which are then voted on by other users. The most popular ideas are evaluated and possible adopted by Starbucks.

Ideas include everything from asking employees to wear name tags to making ice cubes out of coffee. The site also offers daily surveys such as “What is your favorite sugar free syrup?”

And there you have it. Starbucks is conducting marketing research which used to cost thousands for practically nothing. They have created an open line of communication allowing them to develop products in direct response to customer’s desires.

If you or your company is still struggling with the idea of social media, browse the Starbucks forum from a marketing perspective. If that doesn’t change your mind, nothing will.