Apple has tended to avoid social media but this could be starting to change as the latter’s influence continues to grow and the technology brand moves deeper into its post-Steve Jobs phase.
Several recent moves by the company, including new executive hires, suggest it may be taking a closer look at social media for its marketing outreach. While in-store customer service at Apple stores is known to be reputable, consumers can more easily reach their favorite brands through social, which has caused many top brands to be active on social accounts and respond with help to their customer inquiries.
“Apple hasn’t maintained a social presence for the same reason Prince doesn’t send Christmas cards,” said Shannon Coulter, senior vice president of digital at Grayling, San Francisco. “Apple has always wanted to be the medium and the message.
“Their tentative first steps into social are an acknowledgement of how powerful the social Web has become, but I predict a campaign centric approach in which Apple still gets to demonstrate its genius even as things move away from the Jobs-dominated, single narrative approach.”