But it is incredible that a global chain like Starbucks is reportedly considering quitting Facebook because it has had enough.

While you might wonder how tips about coffee and pastries could get people so riled, the backlash is because Starbucks ventures into territory of commenting on controversial issues such as politics and the conviction of Derek Chauvin for the murder of George Floyd.

While every business should be aware of and promote its social responsibilities, there are certain lines you cross at your own risk.

The issue facing Starbucks is that whenever it wades into topics that divide opinion, such as the George Floyd murder, those of its 35 million followers who disagree are quick to air their views on social media and the firm’s moderators are getting swamped trying to remove offensive comments and hate speech.

In an earlier blog, I talked about the issue of reader comments on newspaper websites and problems with reactions on social media feeds, and how some organisations were considering banning them.

Social media is the biggest form of communication on the planet and it isn’t going away. For a business to succeed, it has to be where its customers are and they have to know it is there.

Some people adopt the view that hits and likes are everything and no topics should be off limits.

But, stepping away from the high-tech communications world we inhabit today, the simple PR principle of being careful what and who you align your business to still stands.

If you are trying to build a relationship with a customer, earn their trust and, above all, gain their business, don’t do anything that will put them off.

Don’t plaster your football team’s results on your website or social media, gloating you have won the league or cup. You will delight those that support the same club, but will alienate those that don’t, especially fans of rival teams.

The same applies to politics. Just because you vote a particular way or live in an area that is a stronghold for a particular party, do not assume that everyone is card-carrying members. If you have a sign in your window saying ‘Vote XXXX’, straight away, you give those who support YYYY a reason not to use your business.

As a trainee reporter, I was given advice from a tutor that has stuck with me to this day – do not give anyone a reason not to speak to you. When most people have dealings with the press, it is because they are at their best or at their worst.

When approaching a family to write tribute pieces about loved ones, I approached each with an open mind and – apart from grief or not wanting to talk to the press – tried not to give them another reason not to speak to me. I didn’t wear badges or pins supporting teams or organisations, my pens and brief case or bag were always unbranded, and there were never any stickers on my car bumper or in the window, whether for a club, organisation or cause.

Starting from a position that the person I am approaching did not want to deal with me and having to earn their trust and confidence has been advice I have never forgotten.

Having been so careful about what I suppose was my own PR image as a journalist, wading into controversial topics such as George Floyd and Harry and Meghan is asking for unnecessary trouble.

I can see why Starbucks has taken the social media approach it has and being ‘on-trend’ with the latest discussions, but it had to know there would be a backlash and it was opening the floodgates. 

Probably not to the extent that it is reportedly considering removing its Facebook account, but it has found out the hard way that following the latest trending hashtag isn’t the be all and end all.

As one follower suggested: “Stick to coffee.”