Columnists

Creative Connecting: Social Media Listening Tips & Tools for Jewelers

ColumnistsJan 11, 2022

Creative Connecting: Social Media Listening Tips & Tools for Jewelers

In their latest column, Duvall O’Steen and Jen Cullen Williams explain the importance of being a good social listener, so listen up.

2021_JCW-Duvall-Header.jpg
Duvall O’Steen, left, and Jen Cullen Williams are independent communications strategists and senior consultants for the Luxury Brand Group. They can be reached at DuvallOsteenNYC@gmail.com or Jen@JenCullenWilliams.com.
The buzz phrase in social media these days is “social listening.” 

Everyone thinks of using social media to say something but, the truth is, those who are also listening on social media can reap great rewards.

Simply defined, social listening is tracking social media platforms for mentions of your store/brand or conversations related to your product, store, or brand. But the best social listeners are paying attention to more than just mentions of their own brand.

Jewelers can broaden their approach to discover conversations about topics of interest to our industry (proposals, engagement rings, how to buy a diamond, gold jewelry, etc.) and/or what styles or categories are trending (drop earrings, baroque pearls, rubies/sapphires/emeralds, etc.).

Listening vs. Monitoring
According to Rod Worley, president of jewelry consulting firm Four Grainer, “Social monitoring involves observing online discussions and charting their directions over time. Social listening, on the other hand, requires a desire to hear with focus, interpret within the context, and understand in a way that is actionable.”

Because so many people worldwide now use social media, Worley believes it is critical for jewelers to go a step beyond monitoring their social media and to engage in social listening in order to be successful. Without a developed strategy for social listening, jewelers don’t have a plan for future success.

According to the Four Grainer experts, broad-based social listening can spot emerging jewelry trends, expose unmet needs in the marketplace, and highlight client pain points.

Jewelers who engage in social listening can use all this information to develop and revise their business strategies or best practices in a flexible way, responding to market dynamics as they emerge.

Jewelry marketer Laryssa Wirstiuk, founder of marketing agency and podcast Joy Joya adds, “Social listening is also about paying attention to your target customers, keeping your finger on the pulse of the jewelry industry, and understanding how you can differentiate your brand from your competitors’ brands.”

Worley recommends jewelers use professional services for social listening, given its complexity.

“Many jewelers try to do social listening themselves with the intent to reply directly to customers. Professional services, like those offered at Four Grainer, listen with the goal of understanding, discerning context, and delivering actionable strategies. Therein lies the difference.”

Benefits of Social Listening for Jewelers
Think of social media as a huge, helpful, and transparent focus group, a valuable source of business intelligence.

According to Sprout Social, social listening lets you tap into that focus group, their conversations, and the trends happening, not just around your brand, but around the entire jewelry industry.

It is a powerful tool that can help you understand the conversations that are happening online and what people think about various topics even if your company is not tagged.

When done properly, the benefits of social listening are numerous and include the following.

Sales. You can use social listening to generate or facilitate sales leads. Specifically, if customers are asking where to purchase or for price information, you can quickly convey the desired info and convert the customer into a buyer.

Trend tracking. Social media can also be a fun way to gather consumer preferences for your buyers. Find out what diamond shapes are trending, what jewelry brands are being most talked about in your area and/or what categories (pearls, gold, diamonds, etc.) are hot.

Crisis aversion. If someone is denigrating your business or publicly announcing problems they had with your store or your merchandise, be part of the discussion. Avoid hiding negative comments. Rather, engage politely in a transparent way to resolve the problem and deter potential damage to your reputation.

 Related stories will be right here … 

Customer service/support. Many luxury brands use social media as a customer service tool by problem solving or soothing customer concerns, announcing/explaining safety policies, and giving advice directly to people who are asking for guidance. If feedback comes in that customers are loving a new style, use it as an opportunity to announce when other similar styles are available. Some social listening services have workflow tools built in that allow a message to be routed to the customer service or sales manager directly.

Market research. Wirstiuk suggests listening to your competitors as well. “Social listening to your competitors can help you understand what they’re doing well and what they can improve. For example, if you notice that one of your competitors is consistently receiving some negative customer feedback about shipping delays in their Instagram comments, then you can emphasize your fast and easy shipping on your ecommerce website and in social media posts.”

Recruiting. With all the recent news about workforce shortages, jewelers can also use social listening to find qualified personnel who are actively looking for work. You can also use the data gathered to spot trends or feedback on your workplace environment and/or how it compares to others. Such information can help you improve internally or serve as leverage when recruiting top talent.

Social Listening Tools for Jewelers
There are many great tools to utilize for social listening. LinkedIn recently listed the top 20 social listening tools for 2021.

Here are a few to consider. They are in no particular order but note almost all of them can be customized based on your business goals or needs.

1. Notifier. Owned and managed by LinkedIn, Notifier includes instant notifications, a seven-day free trial and works well with Reddit, Hacker News, and RSS feeds, in addition to established social media like Instagram, Facebook, and Twitter.

2. Brandwatch. This tool includes an image analysis feature that allows you to track the use of your logo or ad images. Pricewise, Brandwatch may be better for larger chain retailers.

3. Brand24. This tool is inexpensive and best for small and mid-sized businesses. It includes AI-driven sentiment analysis but has limited integration with application programming interfaces, or APIs.

4. Mention. It’s worth mentioning that Mention is also good for small and mid-sized businesses, and good for retail jewelers because you can restrict your search to your geographic location. It picks up your own social media posts, which some complain can contaminate the data related to the total number of mentions.

5. Four Grainer. Four Grainer is jewelry-industry specific, and their listening tool can be tailored to meet your specific criteria or to help achieve specific goals. You can choose if it is passive or active, narrow or broad in scope, reactive or proactive in nature.

Many social media scheduling services also provide social listening tools, such as HubSpot, Sprout Social, Agorapulse, HootSuite, and Buffer. 

If you are already using these to schedule your social media posts, research their social listening tools to see if they might fit your needs. If so, you can review the data on the same dashboard that you use for posting.
Social Listening Tips for Jewelers
— Use specific keywords. When setting up your social listening, be very specific with keywords to generate more focused results. If you use generic phrases or large volume search words, your team is likely to be overwhelmed and unable to process or respond quickly to the findings. According to Sprout Social experts, “There is a bit of guesswork involved in creating queries, so refinement is key. Preview your query results, edit, exclude users who spam or common phrases that muddy the waters.”

— Use and follow hashtags. Wirstiuk suggests using hashtags to find target customers on Instagram, potentially even finding brand ambassadors and influencers in the process. “I browsed the hashtag #over50style. Looking at the top posts in this hashtag, I could see that the women are gravitating toward chic black outfits and styling themselves with bold statement pieces in pearls, white gold, and diamonds. There’s no easier or cheaper way to conduct market research!”

— Narrow your focus by goals. For example, for trendspotting, you can choose to focus on Instagram and Pinterest, as both are largely visual and more commonly used for fine jewelry. For customer complaints, you might want to include Twitter as opposed to Pinterest. Shopping or sales leads might be more appropriate for Reddit (for Gen Z especially), Instagram, and YouTube.

— Include various languages. Be sure to reply to customers who comment or query in various languages. This conveys to other viewers your inclusivity and shows your genuine customer service approach to doing business.

— Avoid limiting your search to your own social media handles or your brand name. Use brand adjacent terms, like your CEO or family name, or related phrases such as engagement rings, bridal jewelry, jewelry trends, etc.

— Follow and listen to other industry accounts. Wirstiuk encourages jewelers to, “Follow accounts related to the industry like @nationaljeweler and also pay attention to how their followers are responding to their posts to help you make strategic decisions about your business.”

In the end, remember: It’s called “social media,” which means it’s all about forging relationships, making connections, and providing authentic interactions. A critical part of building relationships in any social setting is making conversations a two-way street. 

Listen to your customers, respond and engage appropriately and then watch your business continue to flourish in 2022!

Duvall O'Steenis an independent communications strategist and senior consultant for the Luxury Brand Group.
Jen Cullen Williamsis an independent communications strategist and senior consultant for the Luxury Brand Group.

The Latest

2025 National Jeweler Retailer Hall of Fame inductees
Events & AwardsJun 06, 2025
Here Are the 2025 Retailer Hall of Fame Inductees

This year’s honorees include a Midwest retailer and two multi-store independents, one in New York and the other in New England.

Harwell Godfrey Granny Square Eleanor Necklace
CollectionsJun 06, 2025
Piece of the Week: Harwell Godfrey’s ‘Granny Squares Eleanor’ Necklace

As an homage to iconic crochet blankets, the necklace features the nostalgic motif through a kaleidoscope of cabochon-cut stones.

 Laura Gallon Joaillerie “Dynasty” ring, Bijules “Compass” bolo tie, Löf “The Orbitalis” ring
Events & AwardsJun 05, 2025
The 12 Fresh Faces in Couture’s Design Atelier

Discover the dozen up-and-coming brands exhibiting in the Design Atelier for the first time.

DCA-student-cert-NJ1872x1052-2.png
Brought to you by
The True Power Behind the Counter: Why Sales Associates Are the Heart of the Jewelry Business

When investing in your jewelry business, it's important not to overlook the most crucial element of success: the sales associates.

Jack Abraham The Royal Ruby Collection
SourcingJun 05, 2025
A Rare Suite of Rubies Has Arrived in Las Vegas

The “Royal Ruby” Collection is a quintet of untreated rubies curated by collector Jack Abraham.

Weekly QuizJun 05, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Daymond John
Events & AwardsJun 05, 2025
Daymond John to Give Keynote at JCK Las Vegas

The entrepreneur and “Shark Tank” star will share his top tips for success.

Vaishali Banerjee and Pallavi Sharma
MajorsJun 05, 2025
Platinum Guild International Updates Leadership Team

Two existing executives have been given new roles.

Article Image 1.png
Brought to you by
Clienteling Isn’t a Buzzword. It’s an Essential Business Model.

More shoppers are walking out without buying. Here’s how smart jewelers can bring them back—and the tool they need to do it right.

Meredith Tiderington
Events & AwardsJun 05, 2025
Zillion Announces 'Women in STEM' Scholarship Recipient

Meredith Tiderington, an electrical engineering student, was selected for the award.

The Gemological Institute of America’s logo
Lab-GrownJun 04, 2025
GIA Reverting to More General Terminology for Lab-Grown Diamonds

It will quit assigning the stones specific color and clarity grades in favor of applying “new descriptive terminology.”

Exterior of the Venetian and the Las Vegas Sphere
Events & AwardsJun 04, 2025
As JCK Talks Returns, Don’t Miss These 12 Sessions

From design trends to sustainability, here’s a roundup of can’t-miss education sessions at JCK Las Vegas.

JCK show
CrimeJun 04, 2025
10 Safety Tips for the Las Vegas Shows

The Jewelers’ Security Alliance offers advice for those attending the annual trade shows.

Amy Curran
MajorsJun 04, 2025
Amy Curran Promoted at Hill & Co.

Her new role is director of strategic initiatives.

The eight rings in Viviana Langhoff’s AU79 jewelry collection
CollectionsJun 03, 2025
In Her Latest Collection, Viviana Langhoff Is Leaning Into Gold

The designer is embracing bold pieces with weight to them in “AU79,” a collection she celebrated with a creative launch party.

Gold and diamond bangles on a pair of jeans
FinancialsJun 03, 2025
Signet Jewelers Sees Turnaround in Q1 With Sales Ticking Up 2%

On an earnings call, CEO J.K. Symancyk discussed what’s working for the company and how it’s preparing for the potential impact of tariffs.

Woman’s hand holding shopping bags
SurveysJun 03, 2025
Consumer Confidence Improves in May

The index partially rebounded after months of decline, due in part to the U.S.-China deal to temporarily reduce import tariffs.

Dakota Johnson as Roberto Coin Brand Ambassador
CollectionsJun 03, 2025
Dakota Johnson Is Roberto Coin’s New Brand Ambassador

The actress stars in the latest campaign set in Venice, Italy, and is set to participate in other creative initiatives for the jeweler.

Mason Kay Jade necklace
GradingJun 03, 2025
Mason-Kay Jade Adds ‘Fei Cui’ to Jade Reports

The company has joined other labs, including GIA and Lotus Gemology, in adopting the Chinese term for "jadeite jade."

Gemfields ruby
SourcingJun 02, 2025
Gemfields’ June Auction to Include 36-Carat Ruby

The large stone will be offered at its June sale along with a selection of secondary-type rubies from a new area of the Montepuez mine.

Adobe Stock image of skyline of Bangkok, Thailand
GradingJun 02, 2025
GSI Opens New Lab in Thailand

Located in Bangkok, the laboratory is Gemological Science International’s 14th location worldwide.

Seaman Schepps pearl earrings
TrendsJun 02, 2025
Amanda’s Style File: Three Gems for June

Those born in June have a myriad of options for their birthstone jewelry.

David Allouche
SourcingJun 02, 2025
David Allouche Joins Grandview Klein Diamonds

The diamond industry veteran has been named its senior sales executive.

Movado Connect 2.0 watches
FinancialsMay 30, 2025
Movado’s Q1 Sales Slip Amid ‘Challenging’ Retail Environment

The company plans to raise the prices of select watches to offset the impact of tariffs.

Zoë Chicco Bracelets
Policies & IssuesMay 30, 2025
Tariffs & Designers: Navigating Pricing in an Unstable Environment

Between tariffs and the sky-high cost of gold, designers enter this year’s Las Vegas shows with a lot of questions and few answers.

Renato Cipullo Hematite Blaze Necklace
CollectionsMay 30, 2025
Piece of the Week: Renato Cipullo’s ‘Hematite Blaze’ Necklace

Designed by founder Renato and his daughter Serena Cipullo, it showcases a flame motif representing unity and the power of gathering.

Stock image of shipping containers
Policies & IssuesMay 30, 2025
Trade Court Declares Trump’s Tariffs Invalid

However, the tariffs remain in effect in the short term, as an appeals court has stayed the U.S. Court of International Trade’s decision.

Britney Spears
CollectionsMay 29, 2025
Britney Spears Files Trademark for New Jewelry Line

The pop icon is one step closer to launching her “B Tiny” jewelry collection, a collection she first began posting about last fall.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy