LVMH, the luxury goods giant, is prioritising building and measuring engagement with its fans on Facebook, the social network, instead of trying to accrue the maximum number of "likes" on the site.
Talking to the Wall Street Journal, Thomas Romieu, LVMH’s group digital director, explained how the social media universe actually reflects the 19th century coffee house culture, where select groups discussed their favourite products.
"Now, we’re back to the coffee house, to a situation where customers can interact with the brand," he said. "What’s fascinating to us is the analysis of people’s feedback – it’s like a live survey. It was difficult to do before, but now the tools exist."