The Social Media Exception

When I think of effective marketing today, my thoughts immediately turn to social media.  I think of companies who have introduced new products, services, and promotions through social networks, like Twitter, Instagram, Facebook, etc.  It seems like every established company has some form of a social media campaign that they use to reach and interact with their customer base.

We've all seen the sponsored advertisements on our twitter timeline, and even perhaps mentioned a company in one of our tweets in hopes of producing a response or compensation for a complaint that we have about their product.  One time, I even just cited Chobani in one of my tweets as being the "satan of Greek yogurts," without actually tagging the franchise, and they informed me that they were happy that "at least I got my protein punch." - my fifteen minutes of twitter fame, that left me more angry than excited.

Without a doubt, social media has become a significant tool for businesses of all varieties.  In order to keep up in modern consumer society, businesses must recognize social media as an integral part of any marketing strategy.  

But after discovering a problem with my Mac computer and visiting the Apple twitter page out of curiosity, I was shocked to find the twitter account barren, with zero tweets.  After a single Google search, I found  that Apple doesn't really engage with any social media at all.  Yet, they somehow maintain a $98 million brand.

How in the world do they do this? And Why?

This article suggests that their lack of social media presence is a reflection of the company's secretiveness.  It suggests that, both inside and outside of the corporate atmosphere, Apple bars others from knowing about upcoming innovations.  The secret-nature of the company breeds anticipation from both consumers and competitors. Apple is allowed to be "anti-social," simply because they "can afford to be."

I agree that anticipation boosts the excitement of consumers and may contribute to Apple's overall success, but I think there has to be a larger reason behind why Apple abstains from participating in the world of social media.  Perhaps its because using resources on social media would be a waste, or perhaps its because, as this other commentary claims, they fear not being able to control their message.

Apple's Brandwatch CEO, Giles Palmer, argues that "Apple's non-relationship with social media comes down to not being able to control the environment."  In their stores and their personal websites, they have control over virtually everything- their staircases even have a patent.  But social platforms are "run by the crowd.  It's uncontrolled and unpredictable and that's why many of us love it.  but Apple-land is not, so they don't play."

Seeing Apple as a control-freak helps me to better understand why they would choose to not develop a social media presence.  They already are a well-known, successful, and powerful company, and it seems logical that they would want to maintain their loyal customer base on their own terms.  They want to create their image and reputation from the inside, rather than letting social media try to determine it for them.

However.. How long will Apple's safe and smart mentality continue to work in a society where risk is rampant and social media rules? My guess is that they'll be forced to take steps towards social media action in the very near future.