In an analysis of luxury brands and how they are managed from the inside out, the post  Are Luxury and Social Media an Incompatible Match? show the three keys to reluctance from luxury brands to adopt social media.

1. The top-down dynamic is turned upside down on social media
2. Social media is perceived as a destination for the masses
3. Controlling ones brand on social media is impossible

While social media is inevitable and adoption of it in some creative forms will be key to the success of luxury brands, these three factors are what keeps luxury brands laggards in adopting social media.

Top-down Dynamic
Typically, the luxury brand image is maintained through control and access to the brand.  Consumers seek the brand instead of the other way around.  In social media, we have no ability to control access and so this goes against the grain of how luxury brands work.

Social Media - A Destination for the Masses
The internet is perceived as the destination for the masses and classless but these days luxury consumers are also active users of social media.  And, while exposure to the masses contradicts what luxury brands present or represent because luxury brands require a unique approach which is opposite to what works for mass consumption and upper range goods. 

Controlling the Brand in Social Media
Luxury brands prefer consistency and perfectionism in everything they do.  Communications have traditionally been carefully planned, executed and controlled.  Control has limited their engagement to websites for the most part.  Loss of control over the brand and the premium image of luxury brands is one of the top reasons for more participation on the internet.

Social Media is Unavoidable
As we can see, social media is unavoidable but there are creative ways to provide the luxury experience on the internet.  And, because social media is about community building, even the type of communities desired by luxury brands can be created online via social media.

The key is in getting creative in building the experience as well as selecting the right places to build these communities.  The same demand for a luxury brand can exist online.  Luxury brands who successfully embrace the capabilities of social media and create their communities online will successfully master the art of social class online.

Luxury brands have always been known to do this well.  Planning it out now will enable luxury brands to capture the keys to the social media kingdom.

What do you think is possible for luxury brands in social media?