It is common to think that luxury brands and social media don’t go together. When branding a luxury company, the idea is usually to position it as exclusive and out of reach, which is the complete opposite of what social media offers. Therefore, many feel that a strong social media presence can be damaging to luxury brands.
The two-way conversation and interactivity offered by social media can remove the exclusivity and mystery created by luxury brands if done incorrectly. However, these brands are making a huge mistake and ignoring a great opportunity to get to know their clients on a deeper level. Research shows that high-end, luxury customers are more likely to engage on social media, and that they generally want to interact with a brand on a higher number of platforms before making a purchase.
Here are a few ways to use social media for your luxury brand without damaging its exclusivity:
Get to know your customers
Analyzing what your customers engage with and what their interests are is a lot easier through social media, and it is extremely important in order to understand what they want from you as a brand. Use social networking sites to find out what your audience enjoy and think about ways of incorporating it to you brand.
Being present in social media doesn’t mean you have to become best friends with your customer. As a luxury brand, you have to be accessible but keep some distance, to maintain your positioning. It should still be exciting for your audiences when you converse with them!
Keep your brand identity
Be selective about whoever you interact with. Don’t engage with everyone you find online, as this might damage your brand image. Choose the followers and influencers that align with your brand’s identity.
Engage online and offline
One of the most powerful ways luxury brands can utilize social media is through empowering their audiences to engage with their brand both offline and online. This can be done in many ways, including retail POS to encourage social sharing, and competitions. Turning your audience into brand advocates is one of the most powerful ways to spread brand messages.
Join the conversation
Ignoring whatever happens online won’t make it go away. It is important to monitor what is being said about you online, in order to keep your brand image intact. The conversation is happening with or without you, it’s your choice whether you join it or not.
Written by: Tatiana Bulcao
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