Social media is undoubtedly the most talked about subject among our clients. Even though the question nowadays is not ‘if’ brands should be on social media, but ‘how’, the apprehension and discomfort with the social media space remains.
Social media sites are broadly set put for specific communities, be it family, friends or colleagues. None exist specifically for clients. Using a social media channel outside its core concept, is probably one reason for discomfort. Are clients friends? Are clients colleagues? No, they are clients.
This certainly doesn’t mean that brands should avoid social media. At least, a presence there allows to listen in the conversation. There is nothing new in the fact that clients talk about their experience with brands to their friends. What the social media brings, is an opportunity to listen into these private conversations.
However, just like overhearing a conversation in a bar carries risks if you decide to interrupt and join in, answering straightaway to clients on social media feeds may not be the most appropriate way to engage. Just as in the physical space, in the social media space, a brand is not the peer of a client. Call us old-fashioned, but we believe that in a brand/client relationship, the client is superior and sets the rules of engagement.
How? And what tools can a luxury brand provide to help clients engage in such a conversation? We would be pleased to discuss the possibilities with you.

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