Razer is a company that engineers and produces high end gaming products, mainly focusing on PC gaming. The quality of their products are very much comparable to an Apple product, but for the windows enthusiast. Like Apple, Razer describes their following like a "cult" and has the right to do so because there are some very hardcore fans that will use Razer only peripherals. As a user of Razer peripherals I can vouch for the fact that the quality and feel of their products are next to none.
Like most companies, Razer has their brand in all areas of social media from Twitter to Facebook. They also have a YouTube channel where they showcase and demo their products.
Razer Twitter
Razer's CEO has his own twitter account @minliangtan, as well as a company twitter account @cultofrazer. The CEO is pretty good about talking with the customers and fans, and the company twitter is good about responding to fans, they are both very engaging.
Razer Youtube
The youtube channel they have showcases and demos all of their products. This is good for a company because it reaches out to so many people and it is a pretty cheap alternative to buying commercial time on television. A smaller company like Razer, who's target audience is obviously on the coputer a lot, can benefit from this, and I think they do a good job at it.
Razer on Facebook
The Razer facebook page https://www.facebook.com/razer is pretty average, there are giveaways, polls, and advertising of product. This is a pretty good place to check new products, the people that run the Facebook will respond if a customer has issues also. There is not as much engagement from the company to make it feel personal, but there is engagement which is better than nothing.
Conclusion
I really think non-everyday name companies like Razer really benefit from Social Media and word of mouth. You never hear about Razer on TV but the audience is not as large as Apple or Nike. The usage of social media for them is key and I believe they have done a very good job at utilizing it. I am unaware of Apple's new CEO using twitter and personally responding to people there, or Nike's CEO using twitter... I think that reflects greatly of the company.
