The Starbucks Podcast: Overheated and Brewed Too LongSep 15th, 2006 | By James Lewin | Category: Audio Podcasting, Corporate Podcasts, Podcast Quickies
Starbucks is the latest company to misstep with their initial attempt at corporate podcasting. Their podcast, Starbucks Coffee Conversations, is striking many as hard to swallow.
The first episode, Coffee 101 (MP3), features a discussion with coffee farmers and a taste-testing expert.
“All the things that give podcasting flavor — natural tone, passion, spontaneity, good music — have been brewed out of it,” says The Chicago Tribune’s Steve Johnson. “All that’s left are the soggy grinds of a PR-vetted promotional piece.”
Johnson’s reaction appears to be typical. The podcast comes across as overly scripted, lacking the spontanaeity and excitement of the best podcasts.
Starbucks will need to spend some time listening to successfull podcasts, and be willing to take some risks, if they want their podcast to become as addictive as their beverages.