Why does Apple want a bigger bite of the social media pie?

This morning (5^th August), Marketing Week broke the news that Apple has appointed a social media supremo, Musa Tariq, to lead its digital marketing.

Tariq, previously at Nike and Burberry, is considered to be a pioneer of harnessing social media for brands, and in particular is known in the industry for his development of communities and viral content.

Until now, Apple has been relatively slow to engage fans in this way, and its social media presence has been relatively limited for such a prominent consumer tech brand. So why the change, and how significant is it?

I think that there are two main implications. The first, for Apple Inc and the consumer tech industry. The second, for the marketing industry as a whole.

What does this mean for Apple?

Apple had a rough ride in the first quarter of this financial year, according to analyst Brian Blair of Wedge Partners in The International Business Times. He attributed this to a slowdown in the smartphone market, slow demand for the iPhone 5C and the lack of a marquee new product to launch.

Although Apple’s CEO Tim Cook remains optimistic for 2014, this appointment suggests that the company perhaps feels the need to engage consumers more in order to help bolster its performance. And its chosen means to do this is by turning towards social media and shared content.

What does this mean for marketing?

In marketing terms this is just as significant, arguably more so. It demonstrates just how powerful social media and shared content have become as marketing communications channels.

Furthermore, what this hammers home is something that is already undeniable: content is King. 

Tariq has been widely credited with successful campaigns for Nike and Burberry involving online video teasers and real-time visual tweets. Both forms of communication are eminently shareable, with viral potential. They add value to users’ experience, giving them compelling and fresh content that entertains, informs, excites and inspires.

Add “educates” to that mix and you have the recipe for good content. Consumers, users and followers now demand and indeed expect such content that adds value to their experience. Straightforward advertising and promotional messages are no longer sufficient or satisfactory without it.

This requires a fresh mindset for many brands and companies if they wish to remain at the front of their audiences’ minds. I think it means that companies cannot simply be a factory for their products and services; they must also become factories producing innovative and genuinely interesting content, because that’s what hooks an audience.

• How far do you agree?
• Do you think Apple has made a good move with this appointment?
• What changes do you think are necessary for companies to best benefit from social media and shared content?
• What steps has your company taken in this direction and how successful have they been?

I ‘d love to hear from you and get your perspective.