Social Media Case

Martha Stewart v. Apple

            A week ago today, Martha Stewart dropped her iPad, cracking the glass screen. Instead of taking the iPad to an Apple store or mailing it in like Apple suggests when customers find themselves in these situations, she tweeted about the experience.

            Her original tweet on the subject which has now been retweeted 1,765 times.

Martha Stewart @MarthaStewart

I just dropped my iPad on the ground and shattered two glass corners. What to do?does one call Apple to come and pick it up or do I take it?

            Most of the replies were witty and sarcastic. Here are some of my favorites.

Michelle Wolf @michelleisawolf25 Sep

@MarthaStewart you can’t come up with a festive fall decoration for the corners?

Bun Boy Eats LA @BunBoyEats25 Sep

@MarthaStewart isn’t this what assistants are for?

Gerica @primanirules25 Sep

@MarthaStewart @smrtmnky oh they have Helicopter response teams just waiting to pick up damaged products all over the world.

            There were a few people willing to help Martha solve her problem by referring to Apple’s policy on broken or malfunctioning devices. These people suggested calmly and knowledgeably that she take her iPad in to be fixed or she ship it in for repair services.

            A day later, she tweeted the following:

Martha Stewart @MarthaStewart26 Sep

I am still waiting for an apple rep to come pick up my IPad. No action yey

            She persisted in asking for help, albeit through indirect means. She felt entitled to a response by Apple and did not receive it, at least, in the same way that she asked for help. The following tweet was retweeted 2,062 times.

Martha Stewart @MarthaStewart26 Sep

i cannot believe that Apple Public Relations is mad at me for tweeting about my Ipad and how to get it fixed! Steve jobs gave it to me!

            Apple Public Relations could have handled the situation in a more appropriate way. I would have expected them to reach out to Martha through the same public means that she made the complaint. Better yet, if they had not reached out to her at all, they would not find themselves being publicly denounced, but supported by their consumers.

            Apple consumers had already offered their assistance to Martha and Apple did not need to make any further contact with her—at least not in a private way. They missed an opportunity to showcase their customer service and instead were shamed by one of America’s favorite homemakers when they did not use Social Media to their advantage.

Sources:

https://twitter.com/MarthaStewart