Starbucks started a promotion for its book club at the social networking site Gather.com. Starbucks-sponsored page on Gather.com touting Mitch Albom’s "For One More Day," which Starbucks is promoting as part of its foray into entertainment Starbucks started marketing books, beginning with Albom’s As of Wednesday evening, 18 users had written in with their own comments, while about 300 Gather.com members had joined the group.
Starbucks company created a group on Gather.com in hopes of leveraging social networking sites to connect with customers. Gather.com, which launched last year, has been signing up about 500 members a day in recent months, the site draws around 80,000 active members that generate content–posting comments, images, and the like–in addition to the members that simply come to the site and read the posts.

Starbucks is the fourth major company to advertise on Gather.com, Gerace said. In June, Nintendo began sponsoring a games section on the site. In addition, two other companies, Volvo and Equifax, are running banner ads on the site.

Updated by Rajiv: This phenomenon of tie up or sponsoring social networking was seen in India recently when the movie Aap ki Khatir tied up with Fropper.com. I am not sure whether it was a barter deal or fropper made money but it surely was a start for marketing through social networking sites in India

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