Steve job was a man with plan. He always came up with his own unique ideas and project and conquered the digital market industry. But In this era of social media, apple does not believe in social media, mainly because of Steve job. He might have felt that Apple don’t need a social media engagement to project the brand image. Job was sure his brand would be discussed in social media as elsewhere without being involved in social media platforms
But having said that Apple promote their products like iTunes through social media, without having social media account for the main brand. Still the apple brand continues to be the talking point among various groups whenever they come out with new products . With out having an official account apple is being discussed sometimes as trending in twitter. .
Apple’s strategy is not to reveal information about their products until they launch it . At that point they release it with a bang to carefully screened audiences. A twitter account would make a problem with this strategy because it would send out small bits of information. Overall, they starve the market of information and the fanboys fill the void with user generated hype and speculation
But when we talk about brand building in this social media time, every single start up in this universe think about twitter engagements and interaction with their product users through twitter.
A brand’s image is related to the characteristics of who their fans who follow them the micro-blogging site Twitter, say researchers, suggesting that Twitter fans of certain brands are likely to follow accounts that tweet about the environment.
The research, conducted by Aron Culotta and Jennifer Cutler of the Illinois Institute of Technology, examined accounts of millions of fans of over 200 brands across a variety of sectors on Twitter.
“We find that social network connections contain valuable information about brand image,” said Culotta.
“Traditionally, marketing researchers rely on customer surveys to gain detailed insights about how brands are perceived – but surveys can be costly and time-consuming,” he added in a paper forthcoming in the journal Marketing Science.
The authors first searched Twitter lists for accounts that were identified as exemplars of attributes like eco-friendliness, luxury and nutrition.
Next, they computed a social perception score for each brand on each attribute based on the overlap between each brand’s followers and the followers of the exemplar accounts.
Interestingly, they find their Twitter perception scores closely match direct survey ratings of brand image on each of the attributes.
Cutler noted that “other recent approaches that involve analyzing the text of user-generated comments around the brand are limited as well because the majority of social media users don’t actively write about brands.”
“Even fewer will write about a brand’s relevance to a particular attribute. Focusing on what users do, rather than what they say opens the door to new insights,” the authors noted.
The authors recognize that the motivations of individual consumers in following brands are likely varied and complex.
But by aggregating the behavior of millions of brand fans, they average out such differences to distill out the underlying brand image.