Sometimes there are enigmas that thrive in the face of the supposed natural order. So goes Steve Jobs and Apple’s incredible popularity in the social media realm.

Consider these social media principles that we demand of businesses operating within this realm:

1. Do not try to control the message
2. Honesty, ethics and transparencies are musts
3. Participation within the community is marketing (Heuer)
4. The audience is an out-dated 20th century concept (Rosen)
5. Marketers must take a community approach to social media

Hmm, none of those really seem to describe Apple. Really social media principles are the antithesis of Apple and Jobs. The cultural enigma is maniacal about not leaking information about new releases, will not license its OS, and maintains a ridiculous hold on the music industry, which it will not relinquish.

Jobs: A Control Freak?

When the iPhone pricing crisis occurred two weeks ago, I read Debbie Weil’s article on the topic and something really started gnawing at me. Yes, Jobs handled the crisis perfectly, quelling the storm almost as quickly as he started it. And the “open” letter was a great crisis PR move.

But Debbie made a really interesting point: What if the open letter had been a blog post? Certainly this would not have been the time to launch a blog, but what if Apple had an ongoing conversation when this happened? Like Dell or Southwest. It would have been great!

But as Debbie also pointed out in an addendum, blogging flies in the face of Jobs. In a recent New York Times article “Steve Jobs: iCame, iSaw, iCaved.” In that article, David Carr wrote:

[Jobs] continued insistence on controlling every aspect of the user experience, including the price point, has real risks…

…If the gated community loses a lot of cultural real estate, will I need to keep my address there?

Some salient points. Especially given that one of the core demographics most vested in Jobs seems to be the blogging community. One must wonder how the community will react to continued message control, veiled secrecy, demanding market tactics, and bullying moves in the media world.

Jobs need to control does not seem to be lifting either. Entering the mobile phone market may not be enough. Next up? Possibly Apple, the wireless carrier (BusinessWeek). Who needs AT&T anyway?

As a former wireless reporter, I’d like to see Jobs try to do it… I’m sure it would be a humbling experience. The wireless industry is a very tough nut to crack, and many hip players have come and gone.

When the Curtain is Lifted

It’s interesting to see how social media types react to this paradox when it’s thrust upon them. Consider the very visible Joe Jaffe during his Across the Sound podcast last week (#91). Here’s a bit of the play by play:

Prelude: In podcast 87 Jaffe talks about advertisers that go home to their TIVO’s, suggesting how hypocritical that is. He is also involved in a “campaign” to get a new laptop in return for month long sponsorship of this podcast, looking for a Macbook pro or a Sony. An Interactive Agency that appears to be “close” to Jaffe comes through with an Apple product.

Episode 91

18.39 minutes when Jaffe mentions his Dell Inspiron is about to collapse and there is more coming.

27.58 to 29.55 minutes is discussion about the MacBook pro with another listener?and this gentleman pushes him to check out the Sony Vaio?not the Macbook
33.00 he discusses some of the experiment?.

33.37 the Macbook pro gets heated as RichardatDELL weighs in (Note: This was brilliant guerilla PR move by Dell, whose blog team continues to impress me)

35:09?.Jaffe realizes a computer company is part of the conversation, and takes Dell uo on free laptop offer

45.21 Jaffe notes that RichardatDELL called Apple out for not being in the conversation. Dell is and deserves credit for that?..and then he talks about the Apple brand, but lists apple as “loser” for the week or the $200 price drop but also apple store is Concierge/ cult and brilliant.

Interesting to see Jaffe admit that Apple is not conversing, but still loves the stores. The brand is strong.

The cult of Jobs is fanatical to the point of proudly lauding and supporting iPhone mania and the latest MacBook pros when they come out. Yet we are seeing chinks in the armor. Jobs and the Apple culture may end up ultimately alienating social media-ites with its total control mindset.

What will Jobs do if the blogostorm rises to category 5?

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