IndexApple Inc. RevenueWEBSITE (Apple.com)Apple Social Media Marketing StrategyFacebook:Twitter:Apple Twitter AccountInstagram:YouTube:Apple YouTube ChannelApple does not use social media to sell Apple's promotional SWOT of social media campaigns and strategiesRecommendationsREFERENCESThis business analysis focuses on the commercial entrepreneurial activities and social media marketing of a leading global consumer electronics company, Apple Inc., and how , through her technologically advanced creativity and expertise in electronics, has succeeded in introducing the world to a radically new era of multimedia innovation. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an original essay Thanks to its uniqueness and innovation in its wide range of products, Apple is considered the world's largest and most recognizable brand for electronic devices, designing, developing and selling consumer electronics, computer software and online services. This multinational company has carved out a niche for itself since its co-founders – college dropouts Steve Jobs and Steve Wozniak – brought about a revolution in personal computing. Now, Apple is recognized as the world's largest technology company in terms of revenue, the world's largest technology company in terms of total assets, and the world's largest mobile phone manufacturer with 123,000 employees (last recorded in 2017). Apple Inc. is an American multinational company. One of the largest in the world, designing and manufacturing consumer electronics and computer software. Apple Inc., incorporated on January 3, 1977, designs, manufactures and markets mobile communications and multimedia devices, personal computers and portable digital music players. The Company sells a range of software, services, accessories, networking solutions and third-party digital content and applications. . The company has opened 506 retail stores in 24 countries, including 272 in the United States and 234 elsewhere, since May 2001. Apple's revenue was 5.60 billion in fiscal 2018, or an increase of 15, 9% compared to the previous period. The company's Apple Inc. segments include the Americas, Europe, Greater China, Japan and the rest of Asia Pacific. The Americas segment includes both North and South America. The Europe segment includes European countries, India, the Middle East and Africa. The Greater China segment includes China, Hong Kong and Taiwan. The Rest of Asia Pacific segment includes Australia and Asian countries not included in the Company's other operating segments. The company's products and services include iPhone, iPad, Mac, iPod, Apple Watch, Apple TV, a portfolio of consumer and professional software applications, iPhone OS (iOS), OS range of accessory, service and support offerings (Appendix 1). The Company sells and provides digital content and applications through the iTunes Store, App Store, Mac App Store, TV APP Store, iBooks Store and Apple Music (collectively Internet Services). The Company sells its products through its retail stores, online stores and direct sales force through third-party cellular network operators, wholesalers, resellers and value-added resellers. The Company sells a range of third-party Apple-compatible products, including application software and accessories through its retail and online stores. WEBSITE (Apple.com) Together with social platforms, the website will be analyzed. The analysis will be based on the company's international web page www.apple.com. With a decent website and simple user interface for itspremium customers, there is good traffic on Apple's global website. It has had traffic of 498.42 million visits in the last 6 months. The average duration of the visit was 3 minutes and 18 seconds, while the bounce rate was 56.39% (Appendix 2). The highest traffic was 27.01% from the United States and then 7.06% and 6.52% from China and Japan respectively (Exhibit 3). The source of website traffic was 43.40% search, 38.02% direct, 1.47% referral, and 4.26%, 1.69%, and 1. 17% via social, display and mail respectively (Appendix 4). Of the total 4.26% via social media, 42.52% via YouTube, 20.21% via Facebook, 13.39% and 4.44% via Twitter and full-length respectively. This shows that Apple viewers on YouTube generate the highest traffic from all social media platforms. The official website is the most recommended medium for any communication between the company and its loyal customer. No other social media channel has been highly recommended by the company for official information and communications. Apple's Social Media Marketing Strategy All major brands expertly use social media to achieve their business and marketing goals. A social media account has become an all-purpose solution for many branding and marketing needs. Businesses use their social media accounts to connect with their customers, to manage their campaigns and for discussions. Apple is among the largest technology companies in the world. It is the first to surpass the trillion-dollar market capitalization. Social media platforms have emerged as a great marketing solution due to their reach and efficiency. Networks like Facebook offer some great benefits beyond access to a large global audience. These characteristics can be used to build great relationships and excellent, long-lasting connections. Apple has also used social media to broaden its reach among its customers. His number of followers on each of these platforms highlights his worldwide popularity. In the age of social media, when brands are furiously trying to create content, promote it, and then breathlessly control likes and shares, the most valuable company in the world has never published a post on Facebook. It's never even been tweeted. Apple is not a conventional company at all, but to see how different it is from its competitors, just look at its social media pages. Facebook: Facebook is the leading social network used by marketers to achieve your marketing objectives. Its popularity is the highest among all social media platforms and it also boasts the largest audience. On top of that, it offers a great social media experience that brands can use to better engage with their customers. Many of the big brands have active social media teams to continuously engage with their fans on Facebook. Apple has several accounts on each of these platforms. His main account has 11 million followers while there is also a support page which has fewer. An unofficial page called Apple also has around 11 million followers. However, Apple has not used Facebook for active promotions like most brands do. This is a surprising fact since Facebook has become the main marketing tool for several businesses. There may be several reasons behind this. When all the birds crowd into the same field, it gets a little crowded. Apple uses its website and blogs more than these social media channels. Facebook exposes your business to a very large crowd of followers. However, if you are not a smart marketer, you mighteven find yourself in some trouble. Apple is either shrewd or loves to be lazy. According to last week's data, Apple's fan following decreased by 7,607 while for its competitor Xiaomi USA the fan following increased by 147,738 (Appendix 5). His Facebook page, for example, has over 7 million likes. But where other brands' feeds would be full of information about their products, Apple's is completely empty. Twitter: Apple's main official page hasn't posted any tweets yet has two million followers. The support page instead tweets to followers about important technical issues. It's for education and awareness. Apple likes to keep its users informed about the latest technical features of Apple products and their use and care. This is a smart use of social media tools for customer service and engagement. The Apple Music page has the most followers with 9.33 million. On the other hand, the iTunes page has around 1.3 million followers. The Apple Music account on Twitter is very popular, as evidenced by the high number of followers, likes and retweets. Apple's social media activity is greater on Twitter than on Facebook. The reason is real-time engagement. In terms of video marketing, Twitter and YouTube are more attractive than Facebook. In the last 15 days Twitter followers for Apple increased by 28,655 and for its competitor Xiaomi USA it increased by 327 and for Samsung Mobile USA it decreased by 2298 (Appendix 6).Apple's Twitter AccountApple has a Twitter account and over a million people follow him. But they might also be following a ghost: Apple never tweeted. Instagram: Apple's Instagram page shows a very high level of engagement. Instagram is an attractive social network for engaging users. Its many features are suitable for promotions and engagement. In addition to its album-like appearance that makes it suitable for promotions, its commenting and conversation features also make it a great communication tool. Apple is a popular brand, so the number of responses is very high. The brand's main Instagram account has around 7.5 million followers, while Apple Music's account has more than 3 million followers. There is very little talk about the brand on these pages and despite this the level of engagement is high. Instagram is mainly used for sharing multimedia content. In recent years, Apple has increased the use of such content in its marketing efforts. Apple's Instagram was created a short time ago and has nearly 14 million followers, but it hasn't been as active as its Korean and Chinese competitors, Samsung and Xiaomi, respectively. YouTube: On YouTube, the brand has used different accounts to reach its customers. The main Apple account has 6.8 million followers while the Apple support account has around 93,000. This is the era of video marketing and Apple actively uses videos for promotions. That's why YouTube is a very important platform for Apple to engage its followers. It is also a great platform for running social media campaigns. Many of Apple's 245 videos have attracted large numbers of views. The iPhone X release video received more than 8 million views in just a month. Apple YouTube Channel Apple's use of social media is very different from most other brands. It doesn't use social media just for marketing or promotions or just for customer service. His Facebook account shows no action. However, it uses other social media platforms very well for customer engagement. The brand uses Twitter, Instagram and YouTube mainly to engage its users. Apple's social media strategy looks very different from that ofany other brand. While he hasn't completely overlooked the potential of social media, he has used these channels with caution. The one big challenge with using social media is that you have to be careful. Otherwise, a brand could also end up unintentionally ruining its image. Many have made mistakes like this. Apple doesn't use social media to sell Apple's reticence on social media is partly because it doesn't need to be there, it doesn't need to encourage users to buy its products. Apple's launch events create enough buzz to generate sales and users literally line up to get their hands on the latest deals. Furthermore, Apple has managed to create a cult following: it has carefully created an ambitious and exclusive brand. Appearing on social media would only put her back on the same playing field as her thousands of competitors. But Apple seems to recognize the power of the medium. It uses social media, but in ways that benefit its customers. Its Twitter account @AppleSupport, for example, helps users who have doubts about their Apple products and shares how-to videos and tips. His @AppleMusic Twitter account shares new music and interviews with musicians. But whatever Apple does on social media, it is very careful not to try to sell products there through organic means. Apple Promotional But it's not as if Apple never sells on social media — it's just careful to delineate its promotional posts from its organic content. Apple has conducted several advertising campaigns on Facebook, but these are promoted posts and therefore much closer to traditional ads. Last year it launched a campaign for its Apple Watch, asking users to choose it as a gift. Apple also launched a Facebook campaign aimed at people who use high-end phones, urging them to switch from their phones to Apple. And while Apple doesn't directly promote its products, it uses Twitter to promote its launch events. Like last year, Apple promoted a tweet announcing its next event. Apple's unique social media strategy helps avoid many of the pitfalls of social media. The official names of popular brands become magnets for dissatisfied customers, and it's not uncommon to see product promotional videos filled with questions, complaints and angry rants. Apple cleverly sidesteps this negative publicity by not having any official reference. And when he needs to harness the immense power of social media, he simply buys it through a paid campaign on Facebook or Twitter. SWOT of social media campaigns and strategies Strengths: Having sufficient funds for the campaign Having formal looking social media brand pages Large and highly engaged fan base or followers who are focused Presence on major social networks related to your industry. This is the platform your target audience spends a lot of time on. It provides infectious and engaging content. High volume and speed of conversations, comments, likes and shares on major sites. Weaknesses: Having very few fans or followers. Inactivity on social media sites. Insufficient advertising funds. No or fewer comments from viewers Receiving too many negative comments Few likes and shares Reduced fan engagement Opportunities: Having no or few competitors Having influential people as fans of the page Forming partnerships with influential social media personalities Latest social media platforms and trends Increased number of Internet users Breaking news that will help start engagement Connecting your from company page to company website High-quality digital products that you can sell Threats: Having too many competitors Receiving