Social Media Marketing Goes Lux

One would think that luxury brands would stick their nose up at social media marketing and opt instead for exclusive and expensive marketing. However, brands such as Audi, BMW and Clinique utilizing one of the cheapest marketing tools around: Facebook.

Based on a report from digital think tank L2, Audi, BMW and Clinique lead the social media marketing Facebook IQ Index ranking among luxury brands. The brands were broken down by product category and evaluated based on four criteria: size & growth, engagement, programming and integration.

The top seven savvy social media marketing brands is dominated by the automobile and beauty industry while the watch and jewelry  industry ranked lowest.

While beauty and auto topped the competition in social media marketing aptitude, fashion brands Oscar de la Renta, Dolce & Gabbana and Diane Von Furstenberg fought to the top for frequency.

Research showed that product-related posts brought in the highest “like” interaction level while social media marketing tactics thought to entice Facebook users such as contests and promotions produced the lowest level of interaction.

Half of the ten least active brands, which included Rolex and Prada, outsourced their Facebook social media marketing.

While some elite brands may be drawing in commoner Facebook users, others prefer to keep the wall up – 20 percent of these luxury brands do not allow fans to post on their wall.