This report reviews Apple, Inc.’s central Facebook communication channel. As one of the world’s leading technology companies, it is a surprise that Apple does not have a huge social media presence (Sanni et al., 2018). The company has some presence on all social media platforms but is especially dormant on Facebook, providing room for some significant problems. This analysis describes the social media channel, the potential course of action, the pros and cons of the current strategy, and suggestions on what the company can do going forward.
Type of Content Being Analyzed
The report analyzes Apple, Inc. behavior in its Facebook homepage behavior because the current position is associated with a high risk of audience loss.
The purpose of this report is to establish the nature of the relationship between the low effectiveness of Apple, Inc.’s communications on its Facebook homepage and the company’s current strategy. Social media is one of the most effective means of communication in today’s business environment (Losa-Jonczyk, 2020). Based on this, the report has up-to-date data on how the company allows itself to sag in an essential communication segment – social media. The report has value in identifying potential solutions to Apple, Inc.’s current problem.
The main limitations of the current study were the lack of background information that Apple, Inc. was able to provide. In addition, the analysis is complicated by the company’s overall low social activity, expressed only in the publication of new products and significant news stories. Finally, the study is limited by the company’s overall policy, expressed in a lack of customer interactions.
Apple’s main Facebook page has over 13 million followers, but the company has not verified it and has posted little content without any particular message to its customers. The company has not published a single video, and recent publications were associated with a change of cover photo. The only content is customer-generated concerns on the comments sections of the cover photos that the company is yet to respond to.
The Potential Course of Action
It is recommended that Apple undergo verification procedures to increase casual users’ trust in the content because it will be verified. The company should pay attention to formal legitimacy procedures because, without them, it decreases communities’ attitude to content (Meel & Vishwakarma, 2020). In addition, the company should shape its marketing strategy and elevate its image as a brand ready for social media interactions. Apple, Inc. should strive to increase page views by publishing content. Content can be educational and interactive, describing certain practices available with the company’s products. In addition, the company should change behavior toward more open interaction with users.
Pros and Cons
The only advantage associated with the low activity levels is that the company keeps negative user comments from clogging its feeds. This way, the company shields its brand image from detrimental comments by not posting content or replying to anyone. This means the only feedback a consumer can receive on this channel is from loyal customers defending the brand, which adds to its appeal.
The main downside of this strategy is that the company risks losing followers on its central Facebook account due to concerns about its legitimacy, especially since it is not verified. The internet is full of fraudulent accounts, and an account like this one would be highly suspicious to many.
Apple, Inc. seems to target its most loyal customers in this communication medium. These are individuals who know about the different associated channels to go to for concerns and updates. Increasing the level of activity and verifying the account would attract new customers and put them through the sales funnel toward becoming avid consumers of the company’s products and services.
Conclusions and Other Recommendations
Apple, Inc. is one of the largest technology companies in the world, but its presence on social media is surprisingly small. Facebook has a minor reach, so the company should certify and verify its account. In addition, the company should change its behavior, adopt a more open interaction, and create more interactive posts. These actions are necessary to avoid losing subscribers and create another way to attract new customers.
Losa-Jonczyk, A. (2020). Communication strategies in social media in the example of ICT companies. Information, 11(5), 254.
Meel, P., & Vishwakarma, D. K. (2020). Fake news, rumor, information pollution in social media and web: A contemporary survey of state-of-the-art, challenges and opportunities. Expert Systems with Applications, 153, 112986.
Sanni, S. A., Leemoon, B., Arora, A. S., & Edmonds, J. J. (2018). Social commerce optimization: an integrated framework for consumer behavior in social media. In Arora, A., Bacouel-Jentjens, S., Edmonds, J. (eds) Global Business Value Innovations (pp. 17-33). Palgrave Pivot, Cham.