I just read an interesting post over at JaffeJuice arguing that Apple should “Join the Conversation” (utilize social media for those not familiar with Joseph Jaffe). While I generally feel that most companies can utilize social media to their benefit, there are some that should not. Apple is one of those companies.

First, the full disclosure: I’m in the cult. I’m using a Mac Mini to write this post. On my desk is a MacBook Pro that connects to the Xserve through an Airport Extreme. iPhone? Yup, I’ve got that too, complete with MobileMe for the push syncing. I’ve had an iMac, a Cube, a Quadra 650 and a few iPods. I rarely get steaming mad at my Mac products like I do anything Microsoft. Every day I check out the rumor sites to see what might be coming next (tablet PC anyone?). I bought the Cult of Mac to see if I was in there.

And that, my friends, is why Apple should think twice about jumping into social media with both feet. Apple’s cult was built on that veil of new product secrecy. Apple has never had to defend itself because it’s got millions of us doing that for them (MobileMe certainly put some cracks in that shield, but it held – hence the “leaked” memo). I’m one of those cynical PR guys that believes that few “leaks” aren’t planned ahead of time.

If Apple were to join the conversation as Jaffe has suggested, it runs the risk of hurting its brand. It runs the risk of drying up some of the rumor sites, opinion sites and blog posts like this one. Transparency runs contrary to Apple’s brand. Keep in mind that participating in social media does not equate to good customer service. Generally speaking, Apple rates high in customer satisfaction and customer service.

And where does Apple “want to go today?” (sorry MS, couldn’t resist.) Into the business sector. Not a group that’s chomping at the bit to participate in social conversations. In this case, Apple is better off keeping its binary mouth shut.

That’s my Altyrian View.