The company uses various means of advertising to share information about its products. They have become pioneers in mobile advertising. Starbucks received an award for its technical know-how, Mobile Marketer of the Year, in 2010 (Klein, 2012). The following year, they launched an app accepting mobile payments, which generated 26 million mobile transactions (Klein, 2012). Starbuck has also engaged in the phenomenal social media market. They make the most of the features and functions associated with social media to increase their number of supporters and maximize likes, shares and retweets. For example, Starbucks' audience increased, on Twitter it exceeded the mark of 2.8 million followers and, on Facebook, it recorded more than 31.5 million likes on the company's commercial page » (Klein, 2012). Starbucks believes its mission is to stay connected with its customers, which is why they invest heavily in social media.