This social networking craze hits a whole new level — Starbucks is joining the party!

Ok… so Howard Schultz, CEO of your favorite mass-market, “on every corner” coffee-slinging operation — Starbucks (perhaps you’ve heard of them) has seen the light!

Well in the face of rapidly declining sales & market share — along with places like Dunkin’ Donuts and Mickey Dee’s encroaching on them by launching their own fancy coffee lines — well ole Howard has come up with a solution.

From Ad Age:

“”We are going to fight to the death not to allow any company to take the position away from us,” recently reinstated CEO Howard Schultz assured investors at Starbucks’ annual meeting today, where he was received as a rock star. “You have our promise.”

His battle plan: new coffee-making equipment, improved blends, a loyalty program, a social-networking website and an environmental partnership designed to transform the brand experience.”

Now since the liberal usage of the “rock star” term since Julie Roehm cornered that particular market — does anyone see anything revolutionary in this approach? Starbucks rips off a new Facebook-like application and suddenly the world is at one and in harmony with the caffienated giant?

Perhaps it could be that you have to mortgage the house to buy a $5 cup of coffee on a daily basis (sprinkles be damned!) — but perhaps streamlined practices, less CD selling, lower prices and less talk might help?

The loyalty program I can see — nothing like awarding your customers for repeating visits — as long as you can glean the required information from them so you can track them within an inch of their own lives (works for the airline frequent flyer programs and grocery stores quite well.)

Perhaps they can hire Draft as their AOR to push out these new & exciting programs.