Marketwired Blog

You Wish You Had Apple’s Buzz



It’s really quite amazing to see people go nuts for Apple. Every time Apple comes out with a new product it seems like that’s all the internet can talk about. Last week I looked at the hype leading up Apple’s impending iPhone announcement and found that a phone that wasn’t even released yet had garnered over 6 million social media mentions. But that’s really nothing compared to what happened just yesterday during their event where they actually showed the iPhone 5 to the world.

I was actually at a conference yesterday during the iPhone 5 event, so I couldn’t watch the live blogs giving me the minute-by-minute run down of what was happening. However, I did have access to MAP, our social media monitoring and analytics software, where I would pull up some info on what was going on. It was amazing to see that when I first looked for talk of the “iPhone” or “iPhone5″ an hour into the event the day had already seen 2 million mentions. I then checked back about 30 minutes later and the buzz had risen to 2.5 million. And it just kept rising all day.

Looking back at all of the data around the iPhone 5 from yesterday (September 12) I found a total of 4.8 million social mentions. There was 38,685 blog posts, 45,061 online news articles, 26,587 forum postings, and a whopping 4,702,210 tweets.

And it’s not just the country that Apple is headquartered and makes their announcements in that’s talking. They get people from all over the world talking about their new products. The USA account for 37% of the iPhone talk yesterday, but the announcement was done at a time when people in North America could watch it live. A look at the country distribution chart below shows that even countries where it was the middle of the night when the announcement was made were talking about it. China made up 3.7% of the mentions (which is just as much as Canada) and Japan made up 2.5%.

I then looked at a heat map of where the almost 5 million tweets came from. This really helps to visualize how Apple events get the entire globe talking.

Even the sentiment shows how much the world loves Apple’s products. 40% of all the social conversations around the iPhone were positive. Of course, there are always people who complain or want more, but 15% negative conversations doesn’t seem so bad considering the amount of talk that happening.

What I find most interesting about the whole scenario though, is that while Apple continues to be one of the biggest brands in the world, creates such a hype around everything that it does, and gets the entire world talking about them, both in social and outside, they have little to no social presence. But when a company can get everyone talking so much and so positively about them and their products, do they even need to?

I’m leaving the comments open to you. What do you think? Does Apple need to have a social presence, or are they doing fine without one? Would Apple getting involved in social change the worlds perspective of them? Let us know.


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