Because the next generation are digital natives and do their research and shopping online, it’s important for your business to be where the customers are.
If you don’t already have a social media presence, now is the time to create one for your business. Not sure how to get started? We can help.
Taking that first step into social media can be a bit overwhelming. With so many platforms and users, where do you even begin?
First, think about why you are doing it. Do you want to increase sales? Are you interested in creating more visibility for your store? Decide your purpose to help you get started on what to post and where.
It’s also important to measure your social media performance. Are you getting more engagement on one platform over another? If so, consider focusing more of your attention on the better performing platform.
Select your platform(s)
When it comes to choosing which social media platform you’ll use, select a couple that offer the best opportunity for reaching your target audience and let you post the right type of media.
Keep in mind that it’s hard to have a social presence on all platforms. Start by choosing one or two that meet your needs.
Here is a breakdown of the most popular channels:
|The most popular and powerful social platform. You can assume most people are on it. Facebook isn’t about selling, it’s about building relationships and you have the option to reply directly to comments or questions.|
|This networking site helps your business grow by growing your connections and utilizing them when needed. It contains groups and discussions where you can ask questions and read industry-related articles and blogs. Use the platform to let others know who you are and what you do.|
|This app is made for sharing photos and videos. It’s ideal for jewelers because of the ability to post and share product photos and videos. Followers can view, comment and like your posts.|
|A content-sharing site that allows its members to pin or post videos and images to pinboards. This site has a female-dominated audience and is ideal for jewelry businesses to showcase products through photography and video.|
|An in-the-moment platform that lets you reach out to people for an immediate response. Think breaking news, updates or questions for your followers. If you have things to say frequently and prefer to reach out directly to your followers, this would be a great platform to consider.|
What to share
First, tell your story.
Who are you? How did you get started in the jewelry business? What do you love about your community? Include images and videos to help tell your story as they tend to perform better with more engagement and interaction from your followers.
According to Amanda Gizzi, Director of PR & Events for Jewelers of America, images of boldly-colored gem stones and jewelry receive more interaction and engagement on their social media channels than other posts.
Here is an example:
The photography and videos don’t have to be professional. The latest smart phone technology provides great quality video and images that can be easily uploaded onto your social pages.
When to share
It’s important to keep your pages up-to-date and post regularly.
You can schedule your posts in advance if resources or time are factors. You can also engage with your audience in real-time with Facebook Live or create Instagram stories.
Don’t forget to analyze the data and determine which posts perform the best and when. By tracking your performance, you’ll be able to better promote yourself and get more engagement with your posts.
Still not sure or just don’t have time to pull content together?
Feel free to retweet, post or share content from one of Jewelers Mutual’s social media channels and The Jewelry Box Blog, where you’ll find a variety of relevant content about jewelry news, trends, and care and safety tips.
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