Recent reports show that Apple has cut back on purchasing components for its iPhone 5. The result has share prices tumbling. Yesterday, shares of Apple were down more than three percent. Between fluctuating stock prices and the end of Steve Jobs’ reign the company seems to no longer have the stature it once did. Could the answer for the tech giant’s woes be social media? Certainly with some strategic thinking it could help. Here are a few ways Apple and other tech companies can ensure they are using social media to its full potential. 
Develop personas
Inbound marketing is all about getting the right message to the right people at the right time. Social media can be a way to deliver that message, but first you need to determine to whom you want to market. What is the general demographic of your company’s stakeholders and on what social networks would your message resonate? What does your typical buyer look like (there could be multiples) and which network would most likely prompt them to make a purchase? By developing these personas, you’ll be better equipped to deliver the right message to the right person.
Establish a voice
Leading up to establishing your social media voice, you should have a brief discussion of your company’s goals, mission and pain points. How are these relevant to any goals that you’ve established for your social media efforts? This should also be a time where you research what your competitors are doing. Take a look at what campaigns have been working for them and see if you can find a way to adapt their strategy and use it to your advantage. Once you’ve decided what your voice will be, you should keep it consistent even if your social media managers change occasionally.
Actively listen to your audience
There are conversations happening on social media that affect your company, industry and technology whether you are listening or not. Spend some time researching what keywords could be used to discuss your brand, competitors and industry. Social media listening tools such as Radian6 allow you to see what’s trending and where in relation to your keywords. Listening to your audience and responding when appropriate could be the difference in a negative or positive post on a popular blog.
Be transparent and authentic
Apple’s secrecy around product launches has made them the king of the rumor mill. The launch of a new product is often predicated with thousands of rumors sometimes starting as early as a year before the launch of what improvements will be made. While this is part of the experience of Apple, having social media platforms where you can be transparent to dispel unwanted rumors is important. Recently the media has been toying with the idea that Apple is designing a less expensive version of the iPhone. With the accounts established and the proper messaging this could have been dismissed quickly. By being authentic in discussing business plans and goals on the appropriate channels, Apple or another tech company could ease the minds of its shareholders in times of concern.
Apple’s current business state even has the “Apple fanboys” questioning its reign at the top. With the appropriate strategy, social media could be a way for Apple and other tech companies to reach the people who are most valuable to their business.
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Emma Walter is a senior account executive for WordWrite Communications. You can find her on Twitter @emmasreallytall.
