Social Media Support at Apple: Role Elimination as of October

Summary

• Starting in October this year, Apple plans to do away with the role of social media support advisors on platforms such as Twitter and YouTube, as well on the Apple Support Community website.
• Impacted employees are offered the option to transfer to a telephone-based support role within the company.
• Apple justifies this decision by asserting many customers prefer phone-based support.

Social Media Support: A Fading Trend at Apple?

As reported by various sources, Apple is planning massive job cuts - but only in one very particular department: that of social media support consultants. Starting from October this year, there will no longer be any human responses to direct messages sent to @AppleSupport on Twitter. Customers who write to this address will receive an automated reply guiding them to other ways to contact Apple.

Shifting Towards Phone-Based Consulting

Additionally, Apple no longer intends to offer technical support in the comments of its YouTube videos going forward. The paid role of Community Specialist in the Apple Support Community is also being eliminated. The roughly 150 employees affected by these changes, however, have the opportunity to transition to a telephone-based support role within the company - but of course, that is only an option for those physically and mentally equipped for it.

A Step Back to Old School Customer Care?

Since 2016, Apple has been providing support to its customers via Twitter. And if you’re thinking that the abolition of social media support consultants has anything to do with Twitter being bought and renamed "X" by billionaire Elon Musk last year, it seems you might be mistaken. According to the sources, Apple justifies these changes with the assertion that many customers prefer phone-based support. Perhaps the old-fashioned style of customer advice isn't so outdated after all?

In Short

Apple plans to remove the role of social media support consultants from October, offering affected employees the option to transition into a telephone-based support role. The rationale behind this move is customers' alleged preference for phone-based support. This change implies a transition period for affected employees, supposed to be completed by November. Whether Apple is setting a trend or swimming against the tide, only time will tell.

For more information

Click here for the original article.