Back in high school, a friend of mine in a retail job told me about a customer who “forgot” his car keys (on a BMW keychain) in a change room, giving him a perfect opportunity to come back for them and ask her out.
When people buy something so that they can show it off as a symbol of their wealth, it’s called conspicuous consumption. These days, you don’t need to leave your car keys laying around, you can show off with social media.
Any product or service that puts its users in a positive light (wealthy, generous, popular, attractive…) should have a Facebook fan page. That would include charities, health clubs, night clubs, ritzy hair salons, and of course high-end products. Liking a page is a public association between people and the brands they use or love. Sure, you can have contests to motivate someone to like your page, but nothing can top the intrinsic value of the self-worth and social cred that come with a positive brand association.
Case in point: the Honda Civic Facebook page has 239,000 fans. The BMW page has 5 million (but see here).