• Adweek, Thursday, May 12, 2011 10:15 AM

A new study by Wong, Doody, Crandall, Wiener shows that people love the Facebook pages of luxury brands (those in Interbrand's 2010 Best 100 Global Brands) but the brands like the attention about as much as box turtles. In most cases, they don't even let people post to their Facebook pages at all. The agency compared luxury brands like Giorgio Armani, Burberry, Cartier and Gucci with mass-market goods. Luxury brands had far more fans than non-luxury goods, but only Tiffany & Co. let fans post to its page, or engage with the brand in other ways. That actually makes sense, according to Ben Wiener, CEO of the agency, who says luxury brands rely on a reputation for exclusivity.

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