Luxury brands continue to resist social media

While the majority of consumer brands embrace social media as a tool for connecting with their customers, some luxury brands are yet to accept the medium for fear of losing their valuable exclusivity.

A recent report by NetBase shows that social engagement strengthens consumer passion for a brand. According to the research Apple ranks low for brand passion despite its overall success in recent years, and its lack of presence on social media could be a major contributor to this. Apple still doesn’t have an official corporate Facebook page, or a Twitter profile.

While some brands, such as Burberry, who dedicates 60% of its budget to digital, have recognised the value of social media, others, such as Monocle and Rolex, are hesitant about sharing too much online. Chanel, which has been on Twitter since 2011, only recently began posting to Instagram and now has 2.3m followers.

Rick Liebling, head of global marketing at Unmetric believes that anti-social brands are out of touch, he says, “Twenty-five years ago, movie actors wouldn’t do TV—but now that’s where so many of them want to be. Similarly, you are going to see luxury brands accept this change in culture.”

Apple recently hired Burberry CEO Angela Ahrendts last October, Ahrendts has since brought on global digital strategy head John Agnew and digital marketing director Musa Tariq. Both came from Nike, where Tariq was head of social media and community. These hires could be a sign that Apple is about to change its ways.