Where do you record your podcast? How long should an average podcast be? The answer is “Starbucks” (pun intended).

That aside, Starbucks will be starting their inaugural podcast to support its marketing very soon in September 2006. The first promotional audio had been up for download on their site. You can even subscribe to the feed if you want.

Frank Barnako opined that podcasting is a great way for a company to re-acquaint itself with its customers, but…

After listening to the promo that’s online now, I’m a little worried. The voices are those of a cheery man and woman. They are the “Director of Coffee Education” and “Manager of Green Coffee Sustainability.” SO … you can tell these podcasts are going to be official! But not necessarily interesting.

He later suggested that if Starbucks really wants to re-bond, it should be using real people with something real to say. There are Jim Romenesko, who is doing Starbucks Gossip and if they so choose, there is a Starbucks employee, BaristaBrat.

Well, I agree that podcasting is about creating a relationship. They should talk like their customers do.

But, Frank maybe too worry about the voices from the “director and manager”. In corporate podcasting, a director or manager could instantly drop their title and be part of us. It works quite the same as CEO blogging.

The issue is, how corporate finds an angle to bond with its audience.

Moreover, the podcast promises to invite special guests to share their perspective on topics such as entertaining with coffee, Fair Trade, coffee composting, home brewing, and selecting the coffee beans that end up in your cup.

I would imagine that would not be corporate speak per se.

Corporate podcasting certainly has its own place.

Nevertheless, the idea about having a passionate employee and fan talk about your business is also something worth considering.

Link: Coffee Conversations.
See also: Podcast Business Case.

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