A study was released in early October by MH Group Communications and Forum Strategies that focuses on the success of social media for the nine leading luxury auto brands.
They ranked them in the following in terms of their ability to engage the social media audience:
1. BMW
2. Porsche
3. Audi
4. Mercedes
5. Cadillac
6. Lexus
7. Acura
8. Infiniti
9. Lincoln
According to the study, BMW and Porsche are the clear leaders with some significant challenges coming from Audi and Mercedes while the last five are simply falling behind.
The study found that most engagement took place on Facebook, and YouTube with an impressive 90% of discussion and commentary being successful. This is a truly impressive number given social media’s high tendency to go negative in terms of product discussion.
