Well, except for that money thing. They want the pretty much want what we all want from social networks: to connect with people they know and trust, spend some time unwinding, and share content.
The key difference is this: affluents don't want to friend a brand on Facebook - they prefer to check out fan pages. [Then again, I feel the same way. Hmm. Maybe I qualify to be rich? I can haz affluence, plze?]
What they do prefer is a user experience on the company's website that addresses their needs. Easy navigation, helpful information, perhaps even the availability of a live chat to answer any questions that might not be apparent solely through the navigation. Ultimately, I think they value their time and don't want to waste it with updates that aren't central to what they need. They want content that is relevant to them at the right point in time.
For marketers, this means a solid user experience coupled with a true customer relationship management tool. We should be at the point where we can customize content based on the visitor. Or is that a little too invasive? What do you think?
From Unity Marketing's "How Affluent Luxury Consumers Use the Internet and Social Media"
Image courtesy of eMarketer.