Old news by now, but an interesting point not apparently picked up much in the blogosphere. While Dell's Bob Pearson points out that Apple's claim of being the "greenest family of laptops" rings hollow, his first point hits home:
"#1 – Be Part of the Conversation – It is important to
listen, learn, ask more questions and be willing to admit it when you
are wrong. We don't recall Apple joining the conversation about the
environment, either via key conferences or the blogosphere or via
reporter meetings. In fact, we believe Apple employees are not allowed to blog,
as far as we can tell. If you want to make "big claims," you should be
willing to tell "big stories" in an open environment and let others
critique your efforts. Don't skip this step and go right to ads that
may not even be truthful."
listen, learn, ask more questions and be willing to admit it when you
are wrong. We don't recall Apple joining the conversation about the
environment, either via key conferences or the blogosphere or via
reporter meetings. In fact, we believe Apple employees are not allowed to blog,
as far as we can tell. If you want to make "big claims," you should be
willing to tell "big stories" in an open environment and let others
critique your efforts. Don't skip this step and go right to ads that
may not even be truthful."
Apple tends to get away with speaking without listening. Imagine how much more effective they would be if they would open up more, and take a social approach to conversing with their customers. Even if Steve doesn't want anyone to blog (so he can effectively control the message) imagine how many followers an official Apple Twitter account would have? Imagine how many people would instantly know, and spread, the official Apple party line.
Steve, open up. It will make you feel great.
Love this post & completely agree! As a former Apple Campus Rep (at Miami University – Ohio) & huge brand evangelist, a Twitter account would help the company connect and collaborate with its biggest fans. Personally, I’d LOVE to see Steve blog but only if it was authentically Steve rather than ghost written posts approved and modified by him. It would take maybe 30 minutes of his day & I think the reward would be MUCH greater than the cost.
To your point, the biggest mistake Apple makes is a lot of talking and a lot less listening. Apple fans LOVE the company and thoroughly enjoy talking about the brand. If Apple gave us more reasons to talk, I can only imagine how this would drive WOM and sales. I think Apple needs to give its customers more reasons to share the love… A high-quality product is one thing; a brand who knows how to effectively communicate and obtain feedback from its biggest fans is another. Come on Apple, you’re innovative… time to REALLY embrace social media!
Since when did anyone listen to Dell?
Why would apple not let the employees blog? Strange…
I find in my business, when I just write and promote in a human form (without stretching the Truth) I tend to sell more and create a better relationship with people I have never met with.
I respect people more when they are honest and admit mistakes.
that’s good to know