#RaceTogether rewrites Starbucks annual meeting

Starbucks (SBUX) announced a 2-for-1 stock split on Wednesday in an unusual annual meeting that mixed core business issues with the nation's hot-button social issue of race.

It's been almost a decade since the last Starbucks stock split, as the java giant is responding to record highs the stock reached last month. The stock closed up more than 1.5% or $1.46 at $95.84. It continued to rise in after-hours trading.

"The split is a direct reflection of the past seven years of increasing shareholder value," CEO Howard Schultz said. Investors of record on March 30 will receive an additional share for each one they hold. The shares will begin to trade April 9 on a split-adjusted basis.

But the split was discussed for only a few minutes. Schultz and other supporters spent more than 90 minutes laying out the foundation for — and responding to heated social media criticism of — the company's plans to directly address the issue of race relations in America. This week, Starbucks baristas were given the option of writing the words "Race Together" on customer cups to encourage conversation on racial issues. Schultz directly responded to the social media firestorm that has caused.

"There will be cynics and some in the media who criticize Starbucks," said Schultz. "This is not some marketing or PR exercise. This is to do one thing: use our national footprint and scale for good."

Schultz also announced that in partnership with USA TODAY, Starbucks will publish special "Race Together" newspaper supplements to spark conversation on the topic of race.

He insisted that he was not being naive — though some critics have accused him of just that. "I'm not going to stand here and tell you that Starbucks itself will solve the centuries-old problem of racism in America." Instead, he said," We will try to demonstrate a level of respect, leadership and concern" that can make a difference.

Social media response to the cup writing, in particular, has been fierce. So fierce, in fact, that Corey duBrowa, senior vice president of global communications at Starbucks, deleted his Twitter account for several hours Tuesday. It's back up now, and he has explained why he deleted it.

"I felt personally attacked in a cascade of negativity. I got overwhelmed by the volume and tenor of the discussion, and I reacted. Most of all, I was concerned about becoming a distraction from the respectful conversation around Race Together that we have been trying to create," says his post.

The post continues: "No matter how ugly the discussion has been since I shut my account down, I'm reaffirming my belief in the power of meaningful, civil, thoughtful, respectful open conversation — on Twitter and everywhere else."

That hasn't lessened the social media anger.

"If Starbucks put #RaceTogether on your cup, take their tip jar and ask if they want to discuss redistribution of wealth," tweeted Jeff Kuhner.

"Stopped at Dunkin' Donuts this morning; got my coffee and croissant sandwich and no lecture on my victimhood," tweeted ConservativeBlackMan.

But Schultz told the gathering — who gave him a standing ovation — that Starbucks will not be swayed by the criticism. "Our intent is to elevate the national conversation," he said. Schultz said that he expects other business — and other business leaders — to follow, though he did not name any.

Crisis communication gurus have mixed opinions on the move by Starbucks and its CEO.

"Race Together feels like a concept Schultz came up with over a single cup of espresso," says Dan Hill, president of Ervin Hill Strategy, a crisis communications firm in Washington, D.C. "I can't believe it was thoroughly vetted before launched."

But Mark Irion, president of Levick, a crisis-management specialist, says that while it's uncomfortable to discuss race, somebody's got to get the conversation started. After all, he says, when folks want to discuss a thorny situation, it's often over a cup of coffee.

"I wouldn't be too quick to criticize Starbucks and Howard Schultz," says Irion. "It's a conversation he's trying to start, and we shouldn't be too quick to squelch it before it's begun."