By Steve Safran, Sr. Vice President, Media 2.0 at AR&D

We have issues with the iPad.

That's the unofficial, non-scientific conclusion I've reached by following the social web's reaction to Wednesday's announcement of the Apple iPad. How do I know? My first clue was to look at what was "trending" on Twitter. The hashtag for iPad (#iPad) was, indeed, trending. But it wasn't as huge as I would have guessed. So that meant less enthusiasm. But there were other clues, and some were downright, ahem, indelicate.

First - the iPad itself. The social webbies are decidedly mixed on the product. The prevailing sentiment can be summarized in one near-word. As my partner at Lost Remote, Cory Bergman, put it, the iPad is "anticipointment." (Urban Dictionary definition: "(noun) the feeling of anticipation for a disappointing event." At Facebook, the biggest iPad group (16,000 members) has a pretty balanced discussion.

Those who have problems with the iPad cite its inability to multitask, its lack of a camera (I mean, come on…), and call it an "iPhone on steroids." Supporters like that the iPad is built on the iPhone platform. The apps are easy to use, and people will immediately know how to use the device as a result. One of the weirder indicators of public opinion comes from… Adolf Hitler.
Stick with me on this one.

There is a meme on YouTube you've probably seen, where people take a clip from the German movie "Der Untergang" ("Downfall") and give it parody subtitles. It would seem that the faster the parodies come, the more passionate people are about the event or product. And the Downfall iPad parodies are merciless. Speaking of delicate topics, women have pointed out that the name "iPad" is a bit too… intimate. Many have pointed out that its name is reminiscent of a feminine hygiene product. (I don't make these things up. I just report them.) When people are comparing your product to that, worry.

One social media commentator pointed out: "Shouldn't Apple have a department dedicated to figuring out if product names will offend people?" Why mention this? It turns out there is more discussion on Twitter about the double meaning of the iPad than there is of the iPad itself. Granted, the Web is kind of a silly place. But this is the core audience of the product. If humor's your thing, check this out: a comparison of the iPad (2010) to the Stone (40,000 BC). Turns out the big difference is that you can multitask… with a stone.

Apple fanatics (disclosure: I'm one of the biggest) tend to love any and all products out of Cupertino. That the iPad is drawing such negative social buzz is instructive. But what is the lesson for us? Apple produces its products in secret. It is often accused of an ivory-tower mentality. Customers complain Apple doesn't listen to them. It has had a great run of products, to be sure, but it's possible that this lack of consumer insight has finally backfired. We can learn from this. When we introduce new segments and programming, we need to monitor closely the reaction. More than that, we need to invite it. With the social web, our audience is our focus group. That's a powerful tool, and one that should be shared. Test ideas with your audience. Share your thoughts. Invite opinion. You'll get public buy-in from the start. People will feel invested in your programming. That's how you build buzz and popularity. 

 

 

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Mac Mentality...

Quote- "Customers complain Apple doesn't listen to them. It has had a great run of products, to be sure, but it's possible that this lack of consumer insight has finally backfired. We can learn from this."

Here Here! Well said. In business and in life, it is important to remember your target audience. If your goal is to meet/exceed the needs or expectations of others, then the BEST thing you can do is LISTEN to them and get their input. ...this also works excellent in marriage. It's a lesson we can all learn from.