Apple’s Key Performance Indicators
Apple is known to be one of the top four main tech companies as they produce consumer electronics, computer software, and online services. Since Apple has a very strong brand awareness from dominating the consumer electronics industry for so long, it can have a unique approach to their social media.
Apple has a massive following of 12,921,598 total followers between their Facebook and Twitter accounts. The unique thing about these accounts is that Apple has never once posted on Twitter or Facebook. The objective of Apple’s social media is to promote its sub-brands such as Apple Support and Apple Music. The reason Apple does this is that they already have incredible brand awareness and promoting their sub-brands will increase brand equity. Apple also does not post on Facebook or Twitter to avoid the negative comments that come along with using the platform.
Apple does not use their social media to sell products but rather to promote them. On Facebook, they regularly do not try to push a product to be a sales pitch because people are already aware that they manufacture high-quality items. Rather they use promotions such as, “Give the Gift of Go with Apple Watch” campaign. They are not necessarily telling viewers to buy the watch but to give the gift so someone else can experience the luxury of the Apple Watch. Apple utilizes Twitter to promote release dates for new items. They ask followers to retweet for updates which is a strategic way to increase reach and engagement.
The SMART goals for Apple to set would be to increase their followers and engagement for their sub-brands such as Apple Music and Apple Care. A specific goal they could shoot for is increasing their following on their sub-brands by 5% in 3 months. This goal is attainable for Apple’s sub-brands and I believe they could do it in a shorter period, but I wanted to keep it conservative.
The most important KPI for Apple to track when trying to reach this goal would be the audience growth rate. The audience growth rate measures the number of new followers per month on any given platform. Apple should also track the average engagement rate because having new active followers is more important than having new followers who do not engage with the brand. The average engagement rate measures the number of likes, comments, and shares over a certain period of time.
The outcomes I want from my social media efforts would be to increase engagement. I do not seek to have a larger following, but I would prefer that the followers I currently have to be more active and engage with my content.
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Sources:
Hessler, N. (2018, April 14). Apple’s totally bizarre social media strategy that makes perfect sense. Retrieved from https://medium.com/@nick_hessler/apples-totally-bizarre-social-media-strategy-that-makes-perfect-sense-a10d050f4d46.
Todd. (2019, September 17). 18 Social Media KPIs You Need to Track to Measure Success. Retrieved from https://blog.hootsuite.com/social-media-kpis-key-performance-indicators/.