Apple does not yet have a clear presence on Twitter and Facebook. However for a company worth 300 billion dollars and being in the heart of generating social media devices- does it really need to…
Rupert Murdoch’s new launch of The Daily, iPad’s only news publication, makes me think how many more opportunities there are around the iPad Boom. Journalists and media seek more and more from Apple, even the public is excited to hear about the innovations.
I had doubts when the iPad first came out, however considering my 84 year old grandmother now owns one and it being named “The Times Best invention of 2010”, I think it has done well. Now, I hope she does not get Facebook, because I already have my mother on my case and I do not need my grandmother as well. However, she is part of the new target audience for digital communication, as the use of over 50s market is increasing.
Andrew McStay (2010) stated that “media consumers are no longer passive but instead active and are actively involved in meaning construction for brands”
Meaning that as huge brand as Apple is not in need of social networking activity, the audience is so active, that as soon as media raises the awareness- the audience starts sharing, blogging, twittering and commenting on news publications.
Going back to “The Daily”, as soon as it was launched, the news tabloids were already leading a discussion of the next step in media empire and what to expect from it (Jemima Kiss, 2011, “The Daily: is Murdoch's iPad newspaper any good?, http://www.guardian.co.uk/media/pda/2011/feb/03/the-daily-murdoch-ipad-newspaper-review)
From my point of view this is a great channel of B2C communication, as Guardian.co.uk allows the audience to comment on journalist’s publication. However, Apple’s B2B communication mostly comes from its website and brand image. Why do businesses choose to have Macs and not any other PCs in their offices? The message is clear:
“Down to business, up for anything. When you run a business, work & life cross paths throughout your day- as the office, at home, and on the go. Use one computer that is powerful, secure, and flexible enough to allow you to work and live on your own terms. The Mac platform brings it all together.”
Apple is very clever when it comes to communicating with the audience, whether it is my grandmother (B2C) or Roasting Plant Coffee Company (B2B), Apple will find a way to create that need and make it as personal as possible
(Week commencing January 31st, 2011)
Facebook for Carmen!
ReplyDeleteWhat a great idea, I'll tell her straight away.
It will be interesting to see if Android on Smartphones starts to shake things up for Apple.