A recent Forbes article highlights the rising usage of social media at luxury brands, such as Burberry and Louis Vuitton. Although these types of brands had been reluctant in the past to utilize social media, they are now getting on board. The article also breaks down the key differences in engagement between luxury brands and regular brands via social media. Unlike other brands, luxury brands do not engage in the same level of interaction with fans online. Interestingly, although community engagement with luxury brands was up, the average interaction rate for luxury brands (via liking or commenting on brand posts) was down over 50% on a year over year basis.
These trends highlight the key issues that brand managers face when utilizing social media for digital marketing purposes. According to this article, it seems that for luxury brands, "showing up" on social media is sufficient.
http://www.forbes.com/sites/erikamorphy/2012/10/30/luxury-brands-on-social-media-all-they-have-to-do-is-show-up/
-Linda Lou
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