Laptop04011: Apple Inc. Social Media Marketing Case Study Analysis

This paper provides an in-depth analysis of Apple Inc.'s social media marketing activities. It examines how Apple leverages platforms like Facebook, Twitter, Instagram, and YouTube to connect with a global audience and promote its products and services. The case study highlights the company's strategies, including its significant presence on Instagram, its approach to Facebook, and its use of YouTube and Twitter. It also discusses the importance of brand reputation and suggests recommendations for optimizing Apple's social media strategy, emphasizing the need for increased content creation and engagement across all platforms, particularly Facebook and Twitter. Furthermore, the paper touches upon the potential of mobile computing technology and innovative marketing approaches like virtual reality to enhance customer interaction and brand promotion.

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Apple Case Study 1
Social Media Marketing Activities of Apple Inc.
The purpose of this paper is to enlighten the reader about the social media marketing activities of
the company Apple. The paper evaluates the ways in which the company Apple make use of
diverse social media platforms in the business so as to connect to people worldwide and create an
impact. Further, the company Apple is a multinational technology company headquartered in
California. The company design, develop and sell consumer electronic goods along with online
services and computer software in the market. Apple is considered as one of the Big Four of
technology along with Google, Facebook and Amazon (Cruikshank, 2006). Apple Inc. works on
iOS software and provides fully defined, innovative and different products to the customers in
the target market. The fact should be noted that the company efficiently make use of social
media handles to promote of the company in the target market. The objective of Apple is to
provide unique value to the customers through their product and services presented in the
market. The goal of the company is to target skimmed customers in the target market and attract
potential premium range customers for sales.

Apple Case Study 2
There are various social media platforms used by the company Apple Inc. to promote its business
objectives in the target market. The company Apple mainly make use of Facebook, Twitter,
Instagram and YouTube to promote the activities in the target market (Heracleous, 2013).
Further, the actions of the company on every platform are discussed below:
Facebook: it is one of the most used social media network that is used by the marketers of Apple
to boast of the largest audience as well. Apple has more than 11 million followers on their
Facebook handle; also the company has many other platforms that help them in promoting its
functions on Facebook. Facebook is the main marketing tool of Apple which helps them in
promoting the activities and circulating news in the target market (Khan, Alam, & Alam, 2015).
Twitter: On twitter also, the company has several accounts that helps the main account to
promote its marketing activities. Each and every twitter account of Apple is dedicated for
different aspect like Apple Music, ITunes etc. The official twitter page of Apple has till date not
made any tweet but it has more than two million followers. The music page of Apple has highest
of 9.33 million followers. Along with this, key people of the company like Tim Cook etc. also
use Twitter effectively that increases the fame of the company in the target market (Johnson, Li,
Phan, Singer, & Trinh, 2012).

Apple Case Study 3
Instagram: There is high level of engagement on Instagram page of Apple. The company has
13.3 million followers on its Instagram page. The company appropriately make use of its
Instagram account and keep the people posted with its new activities as well. This account of the
company post attractive images to enlighten the people with new and upcoming activities of the
company (Van Hout, Maat, & De Preter, 2011).
YouTube: the company has different pages on YouTube as well. The official page of Apple has
8.3 million followers and the company has posted 254 videos till date. Various support accounts
also have many followers in thousands who support the marketing activities of the company.
The fact should be noted that the company uses should media platforms in different ways apart
from customer service and promotions. The company has created various handles along with one
major handle on each platform to promote the functions of the business. In this ways the
company fits in the social media marketing activities in the target market (Kim, Dwivedi, Zhang,
& Jeong, 2016).

Apple Case Study 4
Facebook is seen as one of the most prospective place for all the companies working on social
media platform. The companies believe that being socially active and frequent on Facebook will
make them visible in the target market. However, Apple believes that Facebook is an
overcrowded place where most of the activities of the companies are invisible. So, the company
actively make use of Instagram to promote its business in the target market (Wiśniewski, &
Ophir, 2017). The company has 13.3 million followers on Instagram and it has done around 385
posts on that account that signifies the stories of the activities of the company. All the other
accounts of the company get less attention by the customers as compared to the Instagram
account. The twitter account has no posts and facebook has very few posts till date that mostly
explain that the company is invests its major time of social media marketing activities on
Instagram and YouTube only (Grant, 2016).
It should be noted that the company gains so much attention of people without even actually
working for it. The brand reputation of the company makes the business so many followers in the
target market. So, slightest of the actions of the business on social media platforms like Twitter
ad Facebook will attain maximum number of followers for them. So, in order to suggest a social
media strategy for the company Apple, it should be noted that the company should invest more
time on creating content on Facebook and Twitter as well (Bakator, & Petrović, 2016). The
marketers should be active on all the handles of the company. This will add on more followers
with the organization. Further, the company should circulate any news or information to the
customers through its official accounts only. This will make the people track the activities of the
company which will subsequently bring prosperity and more rush on the social media accounts
of the company. This is not a very innovative or different social media marketing strategy for the
company Apple but as the company is not very active on social media so it is the best strategy

Apple Case Study 5
that the company can perform currently to grow in the target market (Kane, Palmer, Phillips,
Kiron, & Buckley, 2015). This strategy will help the company to influence the customers at a
larger base which will subsequently motivate them to purchase the Apple products in the target
market.
Mobile computing technology is an innovative way to interact with the customers and express
the viewpoint of the company to them. The mobile computing technology is a human and
computer interaction with the help of which a computer initiates various actions like transmitting
data, video, voice etc. to satisfy the interest of the customers in the target market (Laudon, &
Traver, 2016). Apple has efficiently made use of the mobile computing technology to provide
effective services to the customers in the target market. So, now the company can make use of
this type of technology to interact with the customers in a better way and attract them with the
functioning of the company as well. The company can effectively make use of functions like
virtual reality and present it to customers; this activity can attract the customers in a better way.
Further, more the level of innovations in the business, better the marketing strategies of the
company. Higher level of innovation in the market will provide the opportunity to the company
to grow and market the product in such a way that all customers get attracted towards the brand
(Dolata, 2017). Thus, in the limelight of above mentioned events the fact should be noted that the
paper represented the social media marketing strategies that the company is currently using and it
should use in future so as to effectively grow and succeed in the target market.

Apple Case Study 6
References
Bakator, M., & Petrović, N. (2016). Correlation between marketing strategy, product quality and
promotion on the mobile devices market in Serbia. Journal of Engineering Management and
Competitiveness (JEMC), 6(2), 67-74.
Cruikshank, J. L. (2006). The Apple Way. McGraw-Hill.
Dolata, U. (2017). Apple, Amazon, Google, Facebook, Microsoft: Market concentration-
competition-innovation strategies (No. 2017-01). Stuttgarter Beiträge zur Organisations-und
Innovationsforschung, SOI Discussion Paper.
Grant, R. M. (2016). Contemporary strategy analysis: Text and cases edition. John Wiley &
Sons.
Heracleous, L. (2013). Quantum strategy at apple inc. Organizational Dynamics, 42(2), 92-99.
Johnson, K., Li, Y., Phan, H., Singer, J., & Trinh, H. (2012). The Innovative Success that is
Apple, Inc.
Kane, G. C., Palmer, D., Phillips, A. N., Kiron, D., & Buckley, N. (2015). Strategy, not
technology, drives digital transformation. MIT Sloan Management Review and Deloitte
University Press, 14, 1-25.
Khan, U. A., Alam, M. N., & Alam, S. (2015). A critical analysis of internal and external
environment of Apple Inc. International Journal of Economics, Commerce and
Management, 3(6), 955-961.

Apple Case Study 7
Kim, Y., Dwivedi, R., Zhang, J., & Jeong, S. R. (2016). Competitive intelligence in social media
Twitter: iPhone 6 vs. Galaxy S5. Online Information Review, 40(1), 42-61.
Laudon, K. C., & Traver, C. G. (2016). E-commerce: business, technology, society.
Van Hout, T., Maat, H. P., & De Preter, W. (2011). Writing from news sources: The case of
Apple TV. Journal of Pragmatics, 43(7), 1876-1889.
Wiśniewski, P., & Ophir, D. (2017, March). Social Media as an Asset Management Strategy.
In ECSM 2017 4th European Conference on Social Media (p. 325). Academic Conferences and
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