The company uses various advertising mediums to share information about its products. They have become a forerunner in mobile advertising. Starbucks received an award for its technical expertise, Mobile Marketer of the Year, in 2010 (Klein, 2012). The following year they launched an app that accepted mobile payments, which recorded 26 million mobile transactions (Klein, 2012). Starbuck has also engaged in the phenomenal social media market. They are making the most of the features and functions associated with social networks to increase their supporters and maximize likes, shares and retweets. For example, Starbucks' audience has grown, on Twitter it has surpassed the threshold of “2.8 million followers and, on Facebook, it has recorded more than 31.5 million likes on the company's corporate page” (Klein , 2012). Starbucks believes that their mission is to stay connected with their customers, which is why they are investing heavily in social media