I'm not a heavy Facebook user, so I may very well be wrong, but I think Facebook is slowly start to be less valuable in some respects.
For instance businesses need to start evaluating if they really require a Facebook presence. The users that can reach you on Facebook are obnoxious, and expects 24/7 feedback. Unless you are a small niche business you're simply not able to build sufficient community around your Facebook page for it to help further your business. For medium and large companies Facebook is just a place for customers to complain and win prices.
As the company I work for has expanded and become less and less niche we seeing decreasing user engagement from our customers on Facebook, unless they can win a price. At this point marketing really should evaluate the continued need for maintaining a Facebook page, it's just becoming a third support channel, but one where peoples expectations are simply to high, in terms of response time.
Honestly, why is companies like Coca Cola or Volvo on Facebook, it make zero sense when you think about it.
The big companies have got a Facebook/Twitter etc presence because their competitors have one. It's almost certainly a pain in the ass for them because as you mention customers will use it as a public platform to beat the company with when they're pissed off.
There was a period about 5 years ago when every company in the world thought they needed to have Facebook, Google+, Twitter, LinkedIn and so on. It was a serious case of FOMO (Fear Of Missing Out) as opposed to a genuine business case for social media.
I suspect we're going to see small and medium companies take a view that maintaining a presence on social media is still not generating ROI. As a result they'll consolidate to fewer social media platforms and perhaps at some point none at all.
If SMEs (or SMBs as they're known in the US) take this approach, big companies will slowly follow I'm sure.
They also have some accounts for specific things, but no general Apple one. The support channel is about the closest to an official overall Apple account. The support channel seems to be pretty decent so far.
For instance businesses need to start evaluating if they really require a Facebook presence. The users that can reach you on Facebook are obnoxious, and expects 24/7 feedback. Unless you are a small niche business you're simply not able to build sufficient community around your Facebook page for it to help further your business. For medium and large companies Facebook is just a place for customers to complain and win prices.
As the company I work for has expanded and become less and less niche we seeing decreasing user engagement from our customers on Facebook, unless they can win a price. At this point marketing really should evaluate the continued need for maintaining a Facebook page, it's just becoming a third support channel, but one where peoples expectations are simply to high, in terms of response time.
Honestly, why is companies like Coca Cola or Volvo on Facebook, it make zero sense when you think about it.