Corporate Socially Responsible Activism?

The businesses that Starbucks is supporting through this campaign will be featured on the company's various social media channels - their stories being used as promotional material for Sbux corporate.  This begs the question of are the reasons for this program altruistic enough?  Can there be altruistic reasons for CSR?  These are things we must consider when trying to make do-good brands famous using social media.

Starbucks Takes on U.S. Jobs Woes with Loans, Bracelets - DailyFinance