The luxury car industry is not jumping on the social networking bandwagon fast enough, according to a study by New York-based consultancies MH Group Communications and Forum Strategies & Communications.
The study, "Luxury Auto Brands and their Presence in Social Media," measured the level of activity on sites like Facebook, Twitter and YouTube and concluded that German automakers dominate the luxury auto business category, while Japanese and American brands are largely absent and unimpressive within social media.
The nine brands that ranked the highest in their social network involvement were:
1. BMW (with a sizeable lead in conversation levels)
Jeffrey Sindone, President of Forum Media, Forum Strategies & Communications, had this savvy piece of advice for the auto brands: "The use of social media can no longer be regarded as an afterthought, but must be viewed as a foundational element that is part of any holistic communications strategy.”
Yes, you can’t discount the power of positive word-of-mouth. Perhaps the luxury auto brands should look to the luxe fashion sector for guidance. Last month, Burberry even launched their own social networking site, artofthetrench.com, (see our report on 21 September). And this month, Louis Vuitton pleased their internet-savvy fans by broadcasting their Paris Fashion Show on Facebook for the very first time (see the MO Down for 5 October).
For more key findings from this study, click here.