To Tweet or Not To Tweet: The Truth Behind "@Apple hasn't tweeted"

Source: https://twitter.com/Apple
Boasting 330 million monthly active users, Twitter has become a special social media platform that differentiates itself from others though its obsession over limited number of characters. Twitter has become the social platform for two-way communication between companies and customers. While I was researching for this blog post, I came upon Apple’s Twitter account. In a nutshell, It has the ordinary characteristics of any well-known company’s Twitter account. Its profile picture is a plain black Apple logo on a white background that we all know and love. Its cover picture swaggers Apple’s newest and best products. It even shows a check mark next to its name, assuring that the account is verified by Twitter. What’s odd though, is what it says in the middle of the page.

Source: BrandZ, CNBC
Why did Apple do this? Why isn't Apple not utilizing the most customer driven and engaging social media platform? Does Apple not care about their customers? You may have those questions based on your assumptions and they may be even right to some extent. But I don't think Apple's PR team is that dumb to neglect one of the most used social media platforms like that. So let's not stop at your assumptions. Apple's brand is valued at $309.5 billion according to the latest report from BrandZ. That's right after the world's most valuable brand, Amazon, which is valued at $315.5 billion. The secret behind Apple's notorious brand is its mysteriousness. Unlike other companies, Apple tends to maintain its secretive demeanor that can be seen quite arrogant from time to time. Making it difficult to see other aspects of the company other than its high quality products. Kind of got a feeling about why Apple doesn't tweet, yet? Okay. For those of you who do not have a clue about what I am telling you. DON'T WORRY. LET ME EXPLAIN.

But don't click away now because it's actually interesting to think about. As I mentioned earlier, Apple's conservative demeanor over their brand has guided them to become one of the most valuable brands in the world today. Apple does not explain what they don't want to explain. When all the other tech companies leak information about their up coming products months in advance, Apple does not do that if they don't want to. Apple does not tweet because they don't want to and they don't need to. Because sometimes not saying anything is the best answer. The significance of silence can never be disregarded, as one cannot not communicate. Apple's decision to not tweet should be respected and appreciated as one of the most creative usage of Twitter; nothing else can fit the company's brand image better. Twitter is the best social media platform for companies to carry out two way communication with their customers. Apple could tweet about their products and carry out two way communication with their customers. But that would only harm the reputation of Apple, which is known for being mysterious and secretive. Many customers perceive Apple to be the best due to their unique way of communicating with their customers with a highly limited and selective set of media. Therefore, as much as it is important to utilize as many social media platforms as possible to benefit in this social media driven era, companies must know what their companies represent and how they can maintain and amplify their positive brand reputation on social media. Twitter is no exception. The best way to build a brand on Twitter may not always be proactively seeking for positive reactions. Sometimes, the best way to build a brand on Twitter may be to sit back, relax, let things play out and go with the flow. Just like these four wise Englishmen once said, maybe sometimes we should...


Written by SeungMin Baik (1806188281)

Comments

Post a Comment

Popular posts from this blog

Is Key Opinion Leader Marketing Really Useful for Brands?

Key Opinion Leader, or commonly called KOL, can be defined as someone that whose opinion has a value in a specific area of knowledge and has a great impact for the public or the society. Since they mastered that specific area, the public trusts their opinion. Therefore KOLs are often invited as guest speaker especially in educational events, such as seminars.  These days, KOLs may be seen in the form of influencers such as selebgrams and youtubers. In the era where people are always connected and can not be separated from technology, it is easier for them to receive information anytime anywhere and from anyone. And as people often times believe the opinion or review from another ‘customers’ than that of an official advertisement, the opinions of KOLs are more relevant for them. For example, when a beauty brand release a new lip product that their advertisement claims  to have long-lasting colors, customers may not directly believe as they have not try it for themselves. ...
Read more

Brand Building in Twitter, Satire Way

If people look at several companies' Twitter accounts, there would be something that they would realize that these companies have in common. Looking at how they are engaging with their followers, the use of satire seems to be a move that many companies use now and is pretty much loved by the Twitter world. Satire, according to the Cambridge Dictionary, is known as a way of criticizing people in a humorous way. Some of the forms of satire that companies usually use are sarcasm and irony, and they use this to build their brand in a different way. One example of a company that is known for tweeting out sarcastic replies to people who criticize them is the infamous fast-food chain, Wendy's. The form of sarcasm they use is by being brutally honest (or in a more youngster language, spitting out facts) with their tweets. With what they are doing, it certainly has gained them more customers or just Twitter people following them as they enjoy reading their tweets. Companies sure wan...
Read more

Moving the capital city? is it necessary?

Should we really move the capital city? There has been an emerging issue about the Government’s plan to move the capital city of Indonesia from Jakarta to East Kalimantan. Specifically, in between two regions, Kutai Kartanegara and Penajam Paser Utara. This relocation plan has been decided and announced to the public by President of Republic Indonesia, Joko Widodo itself. The reason behind this relocation as what the president said, is because of the given load from the economic matters of Indonesia to Java Island and Jakarta as the central Government, fundamental business place, and the central of economic are already heavy and complex enough, cited from Kompas.com. Based on what the President said, I personally think he has a right point that Jakarta is already overburden. There are also pros and cons about this plan whereas some people think it is the right choice, but some people think that this is such a waste of time and cost.  From my point of view, I am more towa...
Read more