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.
TechnologyAug 26, 2015
How to get sales out of social media
Displaying the best part of your brand, building trust and providing value are essential to making social media profitable, Likeable Local’s Evan Seto explains.
Evan Seto is the marketing apprentice at Likeable Local, a social media marketing platform and app for small and mid-sized businesses. He can be reached at evan@likeablelocal.com.
Social media is a powerful tool for any jewelry business’ strategic plan. Just a few years ago it was barely part of the equation, and now it’s an essential aspect of any game plan. Best practices dictate some particular things about social media and how to use it, as the channels can be great for building your brand--but you have to find a voice and stick with it.
Use social media to display the best parts of your brand, whether that’s your jewelry, your customers or your staff and workplace culture. Your brand is on social media already; it’s up to you whether you want to be the one who controls it. Social media can also be a great customer service tool, as that’s where your customers are. Listen to them and interact with them, especially if they interact with you. This way, you’re reaching your customers more effectively in an arena they might be more comfortable in.
Those are your social media best practices, but sometimes you might wonder about your return on investment. I’m here to tell you that all of those things you thought you knew about social media, rip them up and throw them out the window. Okay, don’t actually do that; they’re still very important aspects of a social media business strategy. But what I’m saying is that it’s also okay to use social media to sell and market. Here’s a great example of a jeweler using social media to sell:
(function(d, s, id) { var js, fjs = d.getElementsByTagName(s)[0]; if (d.getElementById(id)) return; js = d.createElement(s); js.id = id; js.src = "//connect.facebook.net/en_US/sdk.js#xfbml=1&version=v2.3"; fjs.parentNode.insertBefore(js, fjs);}(document, 'script', 'facebook-jssdk'));
Make a statement this summer with the Pandora Palm pendant - new to the summer collection. #ArtofYou #Pandora
Posted by Leitzel's Jewelry on Friday, August 7, 2015
Here’s where you need to be careful. There is a large segment of the population that becomes uncomfortable and/or defensive when they sense somebody is trying to sell them something, and this applies especially to social media. Consider why people are on social media; while it varies from platform to platform, essentially people are there to be in a safe space where they can interact with their friends and connections. This is where those first social media best practices come in--by building your brand on social media, you also build trust between your jewelry business and your potential consumer.
Once that brand trust is established, people will be more amenable to seeing your sales pitch come at them through social media. This
is where value becomes important. People don’t like feeling like they’re losing on a deal; ideally, they would like to see a greater perceived return for their perceived loss. However, if everybody operated with complete mental clarity, no business would ever turn a profit. Lucky for you, human psychology is much more complicated than a strict win/lose calculation.
Consider apps like “Game of War” and “Clash of Clans.” You might know them from their massive advertising campaigns, one of which was notorious for starring a certain Sports Illustrated swimsuit model. You might have wondered why there are such massive ad campaigns devoted to free apps. The reason is that the developers want to draw people in. They start them off with a small reward--resources they use to start the game out.
As the user invest more time in the game--time that is extended by having to wait for things to develop--they’re less willing to abandon the game, not because they are necessarily feeling like they’re still deriving value out of the game, but because they don’t want to feel like they completely lost the time they already sunk into it. Thus, inertia. The technical term for this is the sunk cost fallacy, and admittedly, it does seem a bit underhanded and cynical. However, the negative vibes of this example are reflective of the way these companies utilize these strategies. Let’s brighten these up a little bit for your business’ strategy.
What you want to be doing is taking the basic principles of sunk cost. Provide value, even if it’s for free, and get people invested into your brand. Consumers who are invested in you and the success of your brand are more likely to be loyal and supportive customers. It’s fine to use social media for sales, but make sure you’re always providing additional value--things you can offer your customers that doesn’t require them to necessarily give up anything.
In the same way selling can work on social media, social media works for this kind of selling. Social media helps you capture an audience much better than a phone call and email. After all, once you’ve got the like or the follow, they’re connected to you and inertia will keep the vast majority around, in a way that calls and emails don’t hold on to contacts. From there, keep using social media to nurture away, and before you know it, your social media sales pitches are taking hold.
Looking for more social media tips to refine your business’ social media strategy? Check out this free eBook, 7 Proven Strategies to Maximize Twitter for Your Business.
Evan Seto is the marketing apprentice at Likeable Local, a social media marketing platform and app for small and mid-sized businesses. Reach him at evan@likeablelocal.com.
More on Technology
The Latest
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.
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.
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.
Weekly QuizDec 11, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
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.
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.
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.”
TrendsDec 11, 2025
Pinterest 2026 Trend Report: Brooches, Bold Gold, Cool BlueIn its annual report, Pinterest noted an increase in searches for brooches, heirloom jewelry, and ‘80s luxury.
GradingDec 11, 2025
GIA to Offer Origin Determination for 3 More GemstonesStarting Jan. 1, customers can request the service for opal, peridot, and demantoid garnet.
IndependentsDec 11, 2025
Look Inside Day’s Jewelers’ Ninth StoreThe 111-year-old retailer celebrated the opening of its new location in Salem, New Hampshire, which is its third store in the state.
MajorsDec 11, 2025
Americas Gold Releases New Gold Chain CatalogThe new catalog features its most popular chains as well as new styles.
AuctionsDec 10, 2025
Francis Ford Coppola’s Watch Sells for $10.8MThe filmmaker’s personal F.P. Journe “FFC” prototype was the star of Phillips’ recent record-setting watch auction in New York.
WatchesDec 10, 2025
There’s A New Rolex Boutique in MiamiThe new location in the Design District pays homage to Miami’s Art Deco heritage and its connection to the ocean.
SurveysDec 10, 2025
Consumer Confidence Drops in November Inflations, tariffs, and politics—including the government shutdown—were among consumers’ top concerns last month.
SourcingDec 10, 2025
NAJA Announces Details for 2026 ‘Ace It’ Winter Conference“Longtime favorite” presenters, as well as first-time speakers, will lead talks and workshops at the annual event in Tucson next year.
Events & AwardsDec 10, 2025
MJSA Names 2025 Responsible Design Challenge WinnerSilas Smith of Meridian Metalworks won the challenge with his pendant that blends Australian and American landscapes.
AuctionsDec 09, 2025
‘Desert Rose’ Diamond Sells for $8.8M in Abu DhabiThe sale of the 31.68-carat, sunset-hued stone was part of Sotheby’s first series of events and auctions in Abu Dhabi.
ColumnistsDec 09, 2025
Holiday Sales Happen in December, Most Decisions Don’tMost customers who walk into your store this month have made up their minds. Your job is to validate their choice, Emmanuel Raheb writes.
TrendsDec 09, 2025
‘Once Upon a Time,’ Guzema Debuted Its Holiday CollectionThe collection features characters and motifs from Ukrainian folklore, including an enchanted mirror and a magic egg.
Events & AwardsDec 09, 2025
MJSA Showcase Pavilion Returning to JA New York The pavilion will be part of the 2026 JA New York Spring show, scheduled for March 15 to 17.
