Stuart Schor, VP, Communications and Public Affairs for Jaguar/Land Rover, says that lots of luxury brands are still wondering if they’re doing it right, doing enough, not doing enough…with social media, that is.

Understanding goals is the most important aspect, he says. For Schor, the goal of social media at Jaguar and Land Rover was brand loyalty and using digital channels to promote and create brand loyalty, galvanizing a crowd of social supporters to do the same.

In this brief video, hear him touch on two programs he implemented which focused on building a brand image through social media and advanced digital channels. Check it out below – it’s less than 5 minutes so you can catch it before you head out for the long weekend!

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