Rolex’s social media presence now mirrors that of the brands guiding principle, precision. Rolex was fashionably late in joining the social media club, with YouTube serving as its first social media platform the brand explored. And it wasn’t until 2012! Even still the brand is taking their sweet time and precisely planning not only when and where their next social media moves will be, but the content they will be pushing as well. Now the brand is present on Facebook as well as Pinterest, and they have spent a lot of time researching and listening to what their followers are saying.
Mashable explains that last summer Rolex spent a great deal of time sifting through their many Facebook comments, and what they came away with led to a “Did You Know” series that was launched on YouTube. This series answered questions that consumers were posting most regarding the brand, and the response led to the most views of any Rolex YouTube content. I think that Rolex is a great example of how brands can take their time and hit the ball out of the park when it comes to content creation and curation. Today it can feel like people and brands are pushing content just for the sake of pushing something. Here you have a brand that has built its reputation around precision, and they are applying it to all aspects of their company including their social media strategy. From a branding stand point I think it is great. From now on when Rolex posts something, people are going to listen. Consumers know that although Rolex may not be posting the most content, the content it is posting will be worth reading.