The LVMH brand Moët, the “Most Loved Champagne” has protected its tweets so that users must submit a request before becoming one of its (fewer than 400) followers; it has also developed a Facebook page that doesn’t allow its 60,000 fans to comment or contribute, except to specific campaigns and under strict conditions (e.g. through the Moët Miami app).
Through protecting tweets and restricting Facebook comments, they are reinforcing the exclusivity experience through the use of social media. This is particularly effective for a luxury brand such as Moet, which allows them to gain greater control over UGC content on the brand on its platforms.
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