ColumnistsApr 30, 2026
Peter Smith: A Sleazy Salesman and the Case for Regret Avoidance Smith uses a comment he overheard in the grocery store to remind retailers that their job is to inspire buying behavior, not just sell.
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
Editors' Picks
Sponsored by
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
MajorsApr 30, 2026
Claire’s New Summer Campaign Is a Sensory Wonderland for Gen Alpha“A Girl SMR at Claire’s” celebrates girlhood through the five senses with stacked jewelry, slime toys, scented accessories, and ASMR.
AuctionsApr 30, 2026
Vintage Cartier Watch Crashes Through Records, Selling for $2MBelieved to be one of three made in 1987, the Cartier London Crash was hot at the “Shapes of Cartier” sale at Sotheby’s Hong Kong.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
CrimeApr 30, 2026
Masked Group Uses Hammers, Pepper Spray in Texas Jewelry Store RobberyOfficials are looking for a group that robbed Marc Robinson Jewelers at an outlet mall in Round Rock, Texas, in broad daylight on April 21.
Weekly QuizApr 30, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Supplier BulletinApr 30, 2026
OROAREZZO 2026: The B2B Event for Italian Excellence in Goldsmith, Jewelry and Silver ManufacturingSponsored by OROAREZZO International Jewelry Exhibition
MajorsApr 29, 2026
The Thought Process Behind the Mother's Day Email Opt-OutSome retailers are taking a nuanced approach to marketing what can be a difficult holiday for many.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
IndependentsApr 29, 2026
Dick Abbott to Retire From The EdgeThe Edge has announced its new CEO, as well as a new partnership with an investment firm focused on founder-led software businesses.
SourcingApr 29, 2026
De Beers’ Production Rises, Market Remains ‘Challenged’De Beers’ diamond production was up 17 percent in Q1, boosted by increased output at its mines in South Africa and Canada.
AuctionsApr 29, 2026
This'll Be the Day You Own John Wayne's RingA signet ring belonging to the Western film star of Hollywood’s Golden Age will be up for auction at Elmwood’s next month.
Policies & IssuesApr 28, 2026
Tariff Refunds: How to File, What to Expect Importers can submit claims now to receive money back for the IEEPA tariffs they’ve paid, with refunds expected to take up to 90 days.
IndependentsApr 28, 2026
This North Carolina Jeweler Is Passing the TorchThe owners of Gregory Jewelers in Morganton, North Carolina, are heading into retirement.
SourcingApr 28, 2026
Doug Hucker Retires From ICAThe colored gemstone industry leader is heading into retirement after four years as the association’s CEO.
SourcingApr 28, 2026
NDC Hires Tapestry Exec to Head Global Marketing Susie Dewey joins the Natural Diamond Council as its new chief marketing officer.
AuctionsApr 27, 2026
12 Years Later, the ‘Ocean Dream’ Diamond Resurfaces at Christie’sThe largest known fancy vivid blue-green diamond could fetch more than $12 million at its second auction appearance.
ColumnistsApr 27, 2026
Stop Treating Mother’s Day Like an AfterthoughtEmmanuel Raheb says jewelers need to start marketing early and make it easy for customers to pick a gift for mom.
IndependentsApr 27, 2026
Longnecker Jewelry Celebrates 30 YearsIn honor of the milestone, the Nebraska jeweler has debuted Leslie & Co., its new in-house jewelry brand.
MajorsApr 27, 2026
JBT Re-Elects Jeff Corey as Board ChairThe trade organization, which held its annual elections earlier this year, also added five new board members.
SurveysApr 24, 2026
Mother’s Day 2026 Jewelry Spending to Top $7B, NRF SaysNRF’s annual survey found that 45 percent of consumers plan to purchase jewelry for a loved one this Mother’s Day.
Events & AwardsApr 24, 2026
Hamptons Jewelry Show to Return in JulyThe open-to-the-public luxury jewelry and timepiece show, in its second year, is slated for July 23-26.
IndependentsApr 23, 2026
Meet the Real Moms of Day’s JewelersThe jeweler’s Mother’s Day campaign highlights the women who work there—mothers, grandmothers, women who want to be mothers, and dog moms.
Supplier BulletinApr 23, 2026
JM® Shipping Solution: Smarter Shipping for High-Value GoodsSponsored by Jewelers Mutual
Lab-GrownApr 23, 2026
Charles & Colvard May Sell Assets for $1.5MThe proposed agreement follows the moissanite maker’s Chapter 11 bankruptcy protection filing last month.
AuctionsApr 23, 2026
John Jacob Astor IV’s Titanic Pocket Watch Fetches $1MThe Patek Philippe for Tiffany & Co. timepiece Astor brought aboard the ill-fated ship sold for double its estimate at a Freeman’s auction.
CollectionsApr 23, 2026
Adam Neeley’s High Jewelry Collection Steps Into Salvador Dalí’s GardenThe “Dalí’s Garden” collection was inspired by a surreal dream Neeley had after cooking a recipe from Salvador Dalí’s 1973 cookbook.
IndependentsApr 23, 2026
Windsor Jewelers Names New Buying DirectorNatalie Feanny has been appointed to the role.
