Luxury Brands Are Still Casting a Leery Eye Toward Social Media

Apple, Rolex and Monocle love their exclusive appeal, but to what end?

While scores of marketers practically bear-hugged Facebook and Twitter when they first launched, seeing these social platforms as an opportunity to reach the masses, luxury brands stayed mostly out of sight, preferring to remain niche and elite. But as social becomes a key component in marketing, some luxury brands are beginning to play catch up.

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