Nowadays, the social media is part of our life. Indeed, one out of five people are daily using social media. Companies can’t neglect social media and have to integrate them in order to stay into customers’ mind. Twitter, Facebook or Pinterest are targeted by companies. Through social media, companies can directly have feed-back of some products, of some services they propose, but social media can also dishonor the reputation of a brand.
Nearly every company you can name has filled its product pages with share icons from Facebook, Twitter, and in some cases Pinterest, but Apple doesn’t have any. Why is Apple absent from social media? How can Apple succeed without using the actual tendency, using social media? We can venture different hypothesis:
– Apple wants to control its image: it is clear that one challenge of companies in the social media is to expose their image in a new canal “user-centric”; focused on the user and enriched by the user. For a company as Apple which wants to keep the control of its image, it is obviously complicated.
– Apple wants to propose a unified user experience: one of the Apple’s wishes is to propose to its customers a unified user experience, whether it is in shops or on the web. Each shop which are selling Apple products have to follow some rules. Apple section in a shop is immediately identifiable and comprise the same colors codes, the same design etc. On the web, customers have to go through Apple’s website which is an example of simplicity. But, being positioned as a brand on Facebook or Twitter involves an important numbers of ergonomics concessions, graphics and functional that Apple is not ready to do.
– Finally, Apple wants to master its communication: the social media obligate brands to shake up their habits, defining a new editorial policy and encouraging the exchange with the users and the affinity around their products. So many trails that Apple doesn’t want to follow.
You could say that Apple’s social media strategy is to create great products, and let people talking to each other about Apple’s products. Apple isn’t known for its transparency: the buzz that precedes a major product launch is fuelled by rumour, not by any official marketing communications. The lack of official communication helps to build the hype.