To-date, many upscale brands have shunned social media, fearing overexposure and watering down the exclusivity of their brands. Even Apple falls in this camp. But as social becomes a key component in marketing, some luxury brands are beginning to play catch up and have come to see the value of social media.

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Do you agree with what these luxe companies are doing – opting out of social because they don’t believe it’s a brand fit? Is it an antiquated view? Is social mandatory in today’s marketing mix? #MarsTalk