What role does social media play in Biggby Coffee's marketing strategy?

Social media plays a crucial role in Biggby Coffee's marketing strategy by promoting products and creating brand awareness. Through platforms like Instagram, Facebook, and Twitter, Biggby Coffee can showcase its menu items, seasonal promotions, and unique offerings to a broad audience. By visually appealing posts and engaging content, the brand fosters a connection with both existing and potential customers.

Moreover, social media allows for two-way communication between the brand and its audience, helping to build a community around the brand and encouraging customer loyalty. By sharing user-generated content and responding to customer inquiries or feedback, Biggby Coffee enhances its visibility and relatability, which is essential for effective marketing in today's digital age.

The other options do not accurately reflect the proactive and outward-facing nature of social media in Biggby's context; rather than serving as an internal communication tool or a platform for employee announcements, social media is a dynamic space for customer engagement and brand promotion.