Nowadays Internet is an interactive place, where people are not only passive observers any longer, but also active participants and even content co-creators, characterized by communicative cooperation. Social media has become a global powerful phenomenon, which has increased the degree of social online activities among many consumer segments. After it has been neglected from the luxury brands for a long time, they have now considered what communication force they can achieve by implementing more active online presence. One of the reasons for which luxury brands have been so reluctant to adopt social media strategies so far is that they are trying to balance their exclusive appeal with the social masses. Social media for the luxury brands has been seen as more negative as it can reduce the brand value and perception and even make the brand more accessible. (Wright, M., 2009)