Apple - You need a Scoble!

Apple - You need a Scoble!

Summary: I don't know if Steve Jobs reads this blog, but if he does, I have some advice for him: Steve, you need to drive a truckload of cash to Robert Scoble's home, hire him and get him blogging. Fast!

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TOPICS: Apple
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I don't know if Steve Jobs reads this blog, but if he does, I have some advice for him: Steve, you need to drive a truckload of cash to Robert Scoble's home, hire him and get him blogging.  Fast!

OK, my suggestion that Apple should hire Scoble is said with tongue firmly in Apple desperately needs to have a friendly face that the public can look to for information and turn to when they have a question or an issuecheek, but I'm serious about the fact that Apple needs to get its skates on and start blogging.  Apple desperately needs to have a friendly face that the public can look to for information and turn to when they have a question or an issue.  The face also needs to be honest and actually hold the company to account when issues arise that affect customers. 

For years Apple enjoyed almost totally positive coverage in the media.  Apple was seen as the underdog by the public, a success story in the media and as nothing more than a nuisance by competitors.  For years it managed to successfully trade off a brand.  Problem is, I can't see how long it's going to manage to do that.  Over the past few years the iPod has elevated Apple from being a nuisance into a major disrupter and that draws attention of all sorts.  There have been numerous issues that have forced Apple's lumbering PR machine to make statements, and while the media and analysts are used to dealing with press officers and PR companies, customers are not.  Tech-savvy customers want to have a two-way dialog with companies, but Apple is one-way only - we talk, you listen.

So far Apple has shown itself to be unfriendly to bloggers and blogging, but I see them being forced to change their ideas, and change them soon.  There's a huge difference between a person that has a name and a face passing on information and a nameless, faceless, anonymous spokesperson.  If Apple had embraced blogging earlier they might have avoided a lot of bad press over the iPod's poor battery life and the easy-scratch case.  With blogs they might be able to better explain to the public current issues such as the Apple/Creative legal wranglings and the claims that slave labor is used in the manufacture of the iPod.

There's no doubt that having a blogger speak for the company is a double-edged sword - as with Scoble, the blogger can outgrow the company and take their "blog-juice" elsewhere (though I don't think that Apple would allow their blogger to blog about them on a personal blog like Microsoft did) - but I see the risks of not participating in the Blogosphere as being far greater.  Apple has a massive fan base so building a successful blog should be easy.

Come on Apple, start blogging!

Topic: Apple

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4 comments
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  • probably won't happen

    Apple hasn't shown itself to be friendly to anyone but those who deal with it via using the OS or calling the helpline, or come to the tech people to have something fixed...

    Apple seems to hate people ever truly discussing the pros and cons, as they like to look good... microsoft could never get it's PR machine to remove the black smears that are all over it's reputation, and Apple is starting to find out that it can no longer clear the remarks, either...

    Apple is like walmart in the "friendly to you" category... try to get above the store manager and you'll have a fair amount of difficulty, and it won't be all that cordial, either.
    shryko
  • How horrible

    For Apple to refuse to put a blog up so you can just troll through it for your news coverage and pat yourself on the pack for being such an excellent journalist.
    baggins_z
    • No one would do that - that's what press releases are for!

      ... oh, wait, yeah, that's what happened on Scoble's blog ...
      Adrian Kingsley-Hughes
  • Apple hates blogs

    I like the spirit of your article and wholly agree, except for one
    problem -- Apple hates blogs, and 90% of the media for that
    matter.

    Obviously, there's my situation, but aside from that Apple has a
    long, tenuous relationship with the media. There's about five
    media outlets (businessweek, wsj, macworld, etc.) that are
    blessed by Jobs and everyone else reads about it in the press
    releases.

    Apple's PR department is obnoxious to everyone else and has no
    respect for the media. (Read more about this in: Apple
    Confidential 2.0: The Definitive History of the World's Most
    Colorful Company -- by Owen W Linzmayer) on Amazon...

    They're riding on their reputation and rabid fan-base, but
    something funny happens when they start to litigate their
    customers.

    The liklihood that Apple would hire a blogger is zero, unless it's
    totally regurgitated PRs, but who wants to read that?

    Great idea, too bad Apple will never do it.
    - Jason
    Jason D. O'Grady