MajorsDec 19, 2025
MadaLuxe Group Acquires Ippolita The luxury goods company said founder Ippolita Rostagno will remain at the brand’s helm.
TechnologyNov 23, 2015
5 tips on getting more sales out of social media
Likeable Local’s Vice President of Marketing Nicole Kroese and National Jeweler Editor-in-Chief Michelle Graff give advice on how retailers can best use their social media channels to optimize sales this holiday season.
New York--When the holiday season rolls around, social media can be a great way to reach even more customers and boost sales.
But it’s important that retailers don’t use it to just post pictures of the jewelry they carry or announce a sale; social media requires a little more effort and thought to ensure it’s not only reaching existing customers but also reaching potential future customers and building relationships as well.
Last week, National Jeweler teamed up with Likeable Local to present a webinar called “5 Ways to Use Social Media to Increase Holiday Sales,” led by Likeable Local’s Vice President of Marketing Nicole Kroese and moderated by National Jeweler Editor-in-Chief Michelle Graff.
Below are the five major points from the webinar. The full presentation can be found here.
1. Show personality and product. While it is, of course, acceptable to post products and pieces that the store carries, it’s also important to include stories about culture, employees and customers to show what makes the retailer unique. “As the holidays are approaching and you’re looking to increase holiday sales, you want to convince people why they should buy from you over the competition, and sometimes a personal touch is really all that it takes," Kroese said.
Graff also recommends engaging clients by asking questions as well as providing content, whether it be articles the store created or outside content that is still relevant to customers and that they might find interesting.
2. Ask for engagement to capitalize on social word-of-mouth. According to Kroese, 77 percent of consumers are more likely to buy from a business recommended by family or friends, so it’s important for the store to encourage this with customers.
The best way to do this is to make it easy for customers to refer their friends, whether that’s a landing page on the store’s website meant just to send an email to a friend or a post on a social account that asks clients to tag a friend if they like it. Most people will only be too happy to tell their friends of a place that has done a good job for them.
Engagement also is important because it enhances the reach of a post into more users’ feeds. When a friend “likes” a page or comments on a post, it will show up in front of even more friends. To maximize engagement
and figure out what works, Facebook offers a lot of insights on posts that retailers can use to see what their customers like best.
3. Listen and respond to everyone. When people are interacting with the store on any social media channel, employees must respond back. Even if the retailer gets negative feedback, don’t delete or ignore it as that shows them that the store doesn’t care. No response can still be seen as a response, Kroese said.
Likeable suggests the LAST strategy---listen, apologize, solve and thank. The fact that the store acknowledges that a bad incident happened means it’s listening and puts it ahead of the game, according to Kroese. It’s also a good idea to respond publicly and resolve privately--respond directly to the comment where it happened, acknowledge the comment and apologize for any issues, and then let the poster know that the store would like to send them a private message to resolve it.
Graff noted that if the employee or store owner is too emotional to respond in a professional and productive manner right away, it might be a good idea to take some time before responding. Kroese added that Likeable’s best practices say to wait no longer than 48 hours to get back to someone.
4. Advertise on social. As anyone who uses Facebook for business has likely seen, the “Facebook Reachageddon” resulting from the social network changing its algorithm means that organic reach is much smaller now. In fact, for any business that isn’t paying to boost posts, only 1 to 2 percent of fans will see posts organically. Therefore, to be successful, businesses do need to pay in order to see any sort of significant reach.
Given that Facebook allows business to target very specific demographics and that they now also offer the ability to advertise on Instagram at the same time, businesses can more strategic than ever.
During the holidays, retailers also should look into promoted pins on Pinterest, Graff said. Pinterest users in general have a higher income and a higher rate of purchase from brands they connect with on the social channel, so this would likely be worth a retailer’s time and money.
Overall, be sure that advertising investment is going to a channel in which the store already has a strong presence.
5. Make tools and automation your best friend. It’s important to stay active on social media to remain top-of-mind with customers.
When time is limited, there are a number of tools retailers can use to set up and schedule posts ahead of time and keep on top of responding to comments. This also allows businesses to reach social media users where they really are--on mobile. Tools that businesses can use for this include HootSuite, the Likeable Hub and TurboPost Technology.
More on Technology
The Latest
MajorsDec 19, 2025
LVMH Names New Bulgari CEOLaura Burdese, who joined the Italian luxury brand in 2022, will take on the role in July.
EditorsDec 19, 2025
2025 Jewelry Superlatives: A Yearbook-Style Year in Review The National Jeweler editors revisit the most noteworthy industry happenings and design trends from 2025.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
AuctionsDec 19, 2025
Jean Schlumberger’s ‘African Cat’ Is Purr-Fection Need a gift for the cat lover who has everything? Look no further than our latest Piece of the Week.
Weekly QuizDec 18, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsDec 18, 2025
Audemars Piguet Reclaims Historic Pocket Watch at AuctionIt purchased the “Grosse Pièce,” an ultra-complicated Audemars Piguet pocket watch from the ‘20s, for a record-breaking price at Sotheby’s.
Lab-GrownDec 18, 2025
Kira Jewels Debuts Custom Lab-Grown Diamond Jewelry ServiceThe lab-grown diamond grower now offers custom engagement and fashion jewelry through its Kira Custom Lab Jewelry service.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
EditorsDec 18, 2025
Terry Chandler Looks Back on 40 Years of Opportunity, Change, and FriendsChandler got his start at Michelson Jewelers and has served as DCA president and CEO since 2001. He will retire at the end of the month.
WatchesDec 18, 2025
Bob’s Watches to Open Store in New York’s JFK AirportThe boutique is slated to open this week inside Terminal 8, offering pre-owned Rolex watches and more to international travelers.
Supplier BulletinDec 18, 2025
Cell Jammers Are Targeting Your Business. Here's How to Beat ThemSponsored by Digital Monitoring Products
CrimeDec 17, 2025
Man Pleads Not Guilty to Swallowing Fabergé PendantThe special-edition egg pendant ingested in a New Zealand jewelry store was recovered after a six-day wait.
EditorsDec 17, 2025
2025 Jewelry Rewind: The Best Piece of the Week PicksAssociate Editor Natalie Francisco plays favorites with Piece of the Week, selecting a standout piece of jewelry from each month of 2025.
CollectionsDec 17, 2025
Lucy Hale Stars in Jacquie Aiche’s Holiday CampaignThe “Love and Desire” campaign is inspired by the magic that follows when one’s heart leads the way, said the brand.
GradingDec 17, 2025
SSEF Announces 2025 Scholarship WinnersTwo awardees will receive free tuition for an educational course at the Swiss lab, with flights and lodging included.
MajorsDec 16, 2025
Pandora’s New CEO Will Step Up EarlyBerta de Pablos-Barbier will replace Alexander Lacik at the start of January, two months earlier than expected.
AuctionsDec 16, 2025
Suzanne Belperron, JAR Shine in Sotheby’s First Auctions at New HQSotheby’s held its first two jewelry sales at the Breuer building last week, and they totaled nearly $44 million.
Events & AwardsDec 16, 2025
TJS Now Accepting Scholarship Applications for 2026Winners will receive free registration and lodging for its fourth annual event in Detroit.
ColumnistsDec 16, 2025
Beyond Unboxing: Creative Reveals to Drive Reach and EngagementHere are six ideas for making more engaging content for Instagram Reels and TikTok, courtesy of Duvall O’Steen and Jen Cullen Williams.
Events & AwardsDec 16, 2025
Diamonds Do Good Names 2026 Award RecipientsThe honorees include a notable jewelry brand, an industry veteran, and an independent retailer.
CrimeDec 15, 2025
Men Receive Life Sentences in Home Invasion Murder of Jeweler Carlos Jose Hernandez and Joshua Zuazo were sentenced to life without the possibility of parole in the 2024 murder of Hussein “Sam” Murray.
Policies & IssuesDec 15, 2025
Sara Yood Named Co-Chair of RJC Standards CommitteeYood will serve alongside Eduard Stefanescu, the sustainability manager for C.Hafner, a precious metals refiner in Germany.
IndependentsDec 15, 2025
M.S. Rau to Open Store in AspenThe New Orleans jeweler is also hosting pop-up jewelry boutiques in New York City and Dallas.
AuctionsDec 12, 2025
13.54-Carat Paraíba Tourmaline Sets Records at Christie’sSet in a Tiffany & Co. necklace, it sold for $4.2 million, the highest price and price per carat paid for a Paraíba tourmaline at auction.
MajorsDec 12, 2025
David Webb Reveals Ice-Cold Holiday Window DisplayThe jeweler’s “Deep Freeze” display showcases its iconic jewelry designs frozen in a vintage icebox.
CollectionsDec 12, 2025
Piece of the Week: Oscar Heyman’s Sphene RingTake luxury gifting to new heights this holiday season with the jeweler’s showstopping 12-carat sphene ring.
Events & AwardsDec 12, 2025
IGI Jewelry Design Contest Now Accepting SubmissionsThis year's theme is “Unveiling the Depths of the Ocean.”
