It pains me to say this, as one of Apple/Steve Jobs‘ big admirers, but it’s true. I have always been pretty vociferous in my attempt to get Apple blogging in an official capacity. I’ve always felt that blogging should originate from a need to communicate and converse with your legions of users and NOT as a crisis management tool.
However, Apple has chosen the latter. Not that there’s anything wrong with that.
Historically, Apple has shied away from blogging (e.g. the Apple vs. Cisco name trademark issue). More recently, Steve Jobs has blogged on two occasions (here’s the green apple example). In the latest example, Mr. Anonymous blogs after being instructed by his Steveness himself. I quote:
Steve Jobs has asked me to write a posting every other day or so to let everyone know what’s happening with MobileMe, and I’m working directly with the MobileMe group to ensure that we keep you really up to date.
What?! Anyways, first things first…
Where they got it right?
1. They promise regular postings a few times a week
2. Support from the higher echelons of the company, in this case Jobs himself, inspires trust
3. Provide exclusive breaking news
4. Honest transparency
Be assured people here are working 24-7 to improve matters, and we’re going to favor getting you new info hot off the presses even if we have to post corrections or further updates later.
In the 14 days since we launched, it’s been a rocky road and we know the pain some people have been suffering.
Where they got it wrong?
Alright, that’s a good first step, but good next steps would be
1. Revealing who this new Fake Steve Jobs’ blogger is?
2. Have a consistent face/person associated with the blog.
3. Allow comments, which are obviously passed on to the teams involved.
Why is this a big deal?
1. Because they are Apple? And as the company that invented and made “product evangelism” a by-word in marketing, they can do way better.
2. I’ve always lamented the fact that my favorite tech company hasn’t stepped into corporate blogging yet, especially since they have such a passionate following. This is a tiny but important step towards a fuller embrace of corporate blogging at Apple. Or, so I hope.
As is expected, the whole blogosphere has gotten itself into a tizzy about Apple’s attempted entry into corporate blogging, with some like MobileCrunch pointing out its deficiencies and rightfully praising the effort. Here’s an example of a blog done right – Sony.
What do you think Apple could have done better? Or worse?