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By Simon Fuller. Sumptuous sociability. It’s time luxury brands dipped into social media, and clearly some of them are prepared their feet wet. But just where on the world wide web should they move and shake?
“It is essential that luxury brands [do] not be exclusive in social media environments,” says CR Ransom, co-founder of luxury-PR outfit Mosnar Communications. “However, it [is] very necessary for luxury brands to be selective about [which] profiles they want to engage and attract in social media.”
That makes sense. After all, they’re not for the hoi polloi. So, does that mean that hugely popular sites are out of the question?
Apparently not. “Luxury brands should [utilise] sites such as Facebook and Twitter especially,” says Ransom. “The exposure and reach for popular social media websites is why it is critical for luxury brands to explore these avenues.”
Marco Corsaro, md of new media marketing outfit 77Agency, agrees.
“Facebook and Twitter should be considered as marketing tools for the luxury brands, as part of an integrated communication strategy,” he says. With more than 300 million active users and growing, Facebook is becoming a challenger to Google. And Twitter, at least today, is a channel that is generating huge amounts of publicity, both on- and offline.”
“[They are an] audience crossroads which one should not ignore,” says Grégory Pouy, strategy and communication director at buzz and communications agency Vanksen. “The first reason is that a luxury brand’s main source of income is often a product for the general public, like make-up or perfume. Furthermore, a social network like Facebook [will] certainly contain at least some luxury brand clients.
“Concerning Twitter, this seems to hold true even more,” he adds. “Twitter users are on average 35 years old and have a high average income.”
Some luxury brands have successfully established themselves on both Facebook and Twitter. Gucci’s FB page has attracted some 400,000 fans, with the brand using the social networking site to upload photos from Vogue’s Fashion Night Out, and to showcase celebrity images.
And fashion goliath Louis Vuitton is busy posting tweets with details of events and news of its latest collections and collaborations.
But for brands aiming to find a certain breed of consumer, there are a few up-and-coming online destinations to consider.
There’s Spire.com, a content-heavy site which aims to bring together older, wealthy consumers, while dispensing tips on matters such as health and beauty. Decayenne is another rich-list social network, with many business types and bankers involved. And there’s also invite-only A Small World.
And don’t forget the blogosphere, says Ransom, who recommends targeting key blogs such as Justluxe.com and Bornrich.org. “Editorial recognition on top luxury blogs builds credibility for luxury brands and [ensures] sustainability,” Ransom comments.