The Apple is opening up
July 31, 2008 1 Comment
Some companies are known to not participate in the Social Media trend, avoid a conversation with their customers. Dell was one of them, but that didn’t work out that well. Apple is one of the few companies that has a rare form of customer. Many of these customers don’t see themselves only as a customer, but also as a salesperson, helpdesk employee and evangelist for the brand. I don’t think there is any other technology company which has such a true following than Apple. Many believe that it was this audience which made Apple survive in the mid-nineties (I can confirm that, since I was one of them). And yet, Apple doesn’t seem to communicate a lot with their community.
Recently Apple introduced MobileMe, the successor of their webservice .Mac. The introduction and transfer to this new platform went not without the necessary technological hickups, sort to say. Many people couldn’t access their e-mail and pushing data to the cloud did not work at all. It took them almost three weeks to fix things.
More interesting in this view is how Apple dealt with the situation. We would expect silence. Dead silence. Not this time. Several apology letters and a real blog (well, little blog) were set up to let the customers know what the situation was. Most customers even got one month free of charge MobileMe subscription.
If even Apple is joining the conversation, this whole Social Media thing must be for real…