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Luxury brands should focus on social listening

April 13, 2019

Rich people today turn to online platforms to explore brands and products so it is important that luxury brands stand out on social media in a positive way. In an online seminar conducted by Adweek and sponsored by NetBase Solutions Inc., social media experts discussed the best social media practices for luxury brands.

Social media marketing strategies for luxury brands are encouraging genuine online engagement / Ph. Pinterest

Influencers has a strong impact on marketing strategy

“When you’re a luxury brand, it’s all about protecting your brand. By doing things like social listening, it can help you understand what the brand’s perception is,” said Robyn Lindars, director of social insights at NetBase Solutions Inc., Miami.

Understanding the perception of the object and the value of the community should be the starting point of any luxury brand social media strategy. The analysis includes both positive and negative attributes for the genre. It is clear that this young audience is interested in blending and favorite Instagram classes as a social media and education tool.

Armed with this data, Hennessy invited micro influential people to attend cocktail mixing classes, which also included more information about its brand and history. These events both attract audiences and address more educational needs in the cognac category.

Successfully leveraging influential people is a common topic in the discussion of social media strategies. Less than one-third of brands and agents have official programs for influencers, although this area has grown rapidly in recent years.

According to the Talkwalker social media analysis platform, authenticity and long-term relationships are one of the marketers priorities. Brands and agents are also shying away from making their marketing decisions based on an influential person, and instead, are looking to work with creators with high-quality posts and links associated with the brand.

Social media marketing strategies for luxury brands are encouraging genuine online engagement with wealthy consumers and emphasizing the need for a monopoly. It is a new era of marketing and editorial interference with luxury digital marketing and social media to create online buzz for the worlds best luxury brands.

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