By Matt Kapko, CIO
Apple has repeatedly shunned the status quo and routinely defied the odds of success throughout its nearly 30-year history. If there’s one thing Apple proves time and again it’s that it doesn’t have to — nor does it want to — follow the unwritten rules of business, technology or marketing.
While Apple generally distances itself from social media on a corporate level, the company’s CEO Tim Cook and many of its flagship services, including the App Store, Apple Music and Beats1, take a more active and meaningful approach to the medium. The pervasive strength of Apple’s brand means it can break rules other marketers must follow on Twitter, Facebook and other networks without consequence.
“Apple doesn’t need to, nor does it have a history of, communicating updates to either [Twitter or Facebook],” says Brian Solis, principal analyst at Altimeter Group. “Having a Twitter account, if you want it to mean something, takes care, intention and thoughtfulness. At the moment, all of Apple’s needs, and more importantly its customers and stakeholders on Twitter, are covered.”
The rules don’t always apply to Apple, and social media is no different. However, the nuances of social media mean companies that resist the road most traveled can ultimately succeed, and Apple proves this. Solis says that simply launching a branded account on social media to talk to potential customers also isn’t always enough. “Think about the majority of branded accounts out there, who’s running them, the voice and the person, the governance (or lack thereof) of its engagement. It’s an art, it’s not a mandate.”
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