Apple does not have particular social media strategy.
By being quiet, they are one of the most talked about brands in social media. It naturally helps that you make iconic products with almost religious following. They have social media channels though, because they have realized the importance of social media as a reach driver. Apple does a lot of social media advertising to help to sell more of their products. What they are not doing is “joining the conversation”. Social media is eyeballs, not likes or tweets.
Therefore Apple´s Instagram account is refreshing detour for their muted social media presence. They are actually posting things!
But again, it is not about Apple starting a conversation or begging for engagement. They are highlighting photos that iPhone users have taken. They are tapping to existing behavior (#shotoniphone-hashtag has nearly million photos in Instagram). They are not telling about themselves, instead they are showcasing people using their products. Instead of talking about popular culture, they are popular culture.
The odds are that you are not working with iconic brand, so you might need to approach your social media strategy differently. Still, these rules might serve as the golden standard to which you should aim for:
- Make products people want to talk about.
- Use Social media mainly as a channel for reach, secondly to engagement.
- Showcase your users, not your brand or products.