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In this 5-minute video segment from this week’s BEYOND SOCIAL MEDIA SHOW, Dave Erickson and I discussed the social media kerkuffle that resulted when Starbucks instructed its 12,000 Baristas to engage customers in conversations about race relations.

Not everyone was happy, least of all Corey DuBrowa, Starbucks’ senior VP of communications, who deleted his Twitter account when the going got rough, then thought better of it and came back.

What should they have done? Here’s what we think.

Watch the entire video of episode 88