Ch. 18 -Social Media and Marketing

With an increase of social media use across the globe, industry giants such as Apple Inc, could not ignore its tremendous influence. Industries that neglect the power of social media, soon will be left behind. On the other hand, for companies like Apple, social media is seen as a great opportunity to boost their sales and improve the overall image of their company. Social media facilitates conversation over the internet, and makes it easy for consumers to share experiences about their product or company. Positive or negative feedback can instantly effect the reputation of a firm. With that in mind, Apple Inc. is continuously increasing their digital advertising investments. Last year, Apple spent US$933 million (Dh3.42 billion) on global marketing efforts, up from 35 per cent in 2010 and nearly double the $501 million it spent in 2009. Apple is also taking the benefits of social networking seriously. Currently, it has tens of thousands or even millions of followers in sites like LinkedIn, Facebook and Twitter. With the participation in these sites, Apple is trying to educate potential customers about their current products, products people may not have otherwise known the company carried, or  for their new upcoming releases. Even though Apple, is a well established brand and is known throughout the world, it continues to reinforce their brand by using social media along with traditional means of advertising. Social media is a fantastic way for Apple to gain brand awareness and extend its market reach far beyond the realm of traditional advertising, that is all around the world.