At the recent BlogWorld Expo, I discussed two companies that "get" social media and one that doesn’t. The two that get it were Nike and Dell. Nike’s excellent community efforts–especially Nike+–and Dell’s efforts with forums and blogs are helping both companies join online conversations. Both companies are benefiting from either higher sales–40% of Nike+ users end up buying Nike shoes–and better stakeholder relations–Jeff Jarvis just recently wrote a glowing report on Dell for BusinessWeek.
Apple Doesn’t "Get" Social Media
So which company doesn’t get social media? That would be Apple. Apple doesn’t have any explicit efforts to engage its online stakeholders, doesn’t have a blog, and even tries to sue those bloggers that help build the passion for Apple’s products. If the company were Microsoft, it would have died a long time ago.