EditorsNov 22, 2024
Out & About: Inside the CD Peacock MansionStep inside the nearly 21,000-square-foot suburban Chicago jewelry store with Editor-in-Chief Michelle Graff.
TechnologyMay 08, 2016
What’s Your Social Media Personality?
Jewelers, is your store playful, inspiring or authoritative on Facebook, Instagram, etc.? Mike Farrell helps you figure it out.
Mike Farrell is the former community manager at Likeable Local’s New York office. He is now a freelance copywriter. Connect with Mike on Twitter, @mikefarrelldude.
One of the most interesting things (for better or worse) about maintaining a presence on social media is that you can truly be whoever you want. Want to pretend your boring New Jersey self is an exotic African jewel thief? Go for it; nobody’s stopping you.
However, when it comes to using social media for your business, authenticity is key.
You have no idea how much people value interacting with businesses on social channels that don’t act like businesses. They act like real people, with real personalities. But how can you determine which personality is right for your jewelry business?
Unless you’re starting a brand-new company, there’s already going to be a pre-existing view of your brand. Before you try to get your story out there, make sure you understand what people think of your business and why.
This is not to say that your brand’s identity has to stay the same forever. Just as people change and develop over time, your brand’s personality and voice can be adapted. But you do need to be sure of where you’re starting from before you’re able to establish where you’re headed.
Use the above graphic, courtesy of Stephanie Schwab, CEO of social media-focused Crackerjack Marketing, to help determine what the overall positioning/voice of your business will be.
Are you going for an industry thought leader type of approach? Then you would probably choose an authoritative persona, a direct tone, with insider language and an educational purpose. The key is to align your positioning with the values of your customers and prospects.
Your positioning is what will align you with some customers, while potentially alienating you from other customers. Pushing some away is perfectly fine, as it is not feasible to be all things to all people. Just make sure your brand is properly aligned to attract the right followers, prospects and customers.
Also important to consider is that users of most social platforms expect a certain level of informality. Make sure you adjust your content accordingly. On Instagram and Snapchat, even the most professional of jewelers should expect to loosen their belts just a little in order to properly match the expected tone of the network.
The most important thing to remember here is that you're not choosing the voice you want, but the voice you need. The voice that will best resonate with your customers is the voice you need.
Ultimately, knowing the proper social media personality for your business comes down to first knowing the personalities of your clients better than anyone else.
Want some advice on the right social media personality for your business? Visit LikeableLocal.com for a free (!) social media consultation.
Mike Farrell is the former community manager at Likeable Local’s New York office. He is now a freelance copywriter. Connect with Mike on Twitter, @mikefarrelldude.
Want some advice on the right social media personality for your business? Visit LikeableLocal.com for a free (!) social media consultation.
Mike Farrell is the former community manager at Likeable Local’s New York office. He is now a freelance copywriter. Connect with Mike on Twitter, @mikefarrelldude.
More on Technology
The Latest
CollectionsNov 22, 2024
Piece of the Week: Xander Jane’s ‘Spiked’ Pearl StudsThese punk-inspired earrings from the new Canadian brand’s debut collection reveal the alter ego of the classic pearl.
SourcingNov 22, 2024
Facets of Fire Expands to Include Pear, Marquise DiamondsThe company brings its nanotechnology to two new fancy cuts for diamonds that feature its signature color and brilliance.
Brought to you by
Navigating Cybersecurity: Essential Guidance for JewelersFrom protecting customer data to safeguarding inventory records, it's crucial to learn how to tackle cybersecurity challenges.
Supplier BulletinNov 21, 2024
Tasha R Releases 2025 Labbelle Lab Diamond Jewelry CatalogSponsored by Tasha R
Weekly QuizNov 21, 2024
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsNov 21, 2024
Gold Watch Gifted to Titanic Rescue Ship Captain Sells for $2MThree Titanic survivors presented him with the personalized Tiffany & Co. timepiece about a year after the tragedy.
MajorsNov 21, 2024
Harris Jewelry Ordered to Reopen Claims Portal for Refund RequestsA federal court found that the jewelry store chain violated terms of the settlement reached after it was accused of defrauding customers.
Brought to you by
Enhance Your Expertise with IGI’s In-Person Courses in NYCThis fall, sharpen your skills in jewelry grading, quality control and diamond assessment.
CollectionsNov 21, 2024
Channel Elphaba in Muse’s ‘Have a Heart x Cynthia Erivo’ CollectionCynthia Erivo chose Dreams of Hope, an organization dedicated to empowering LGBTQA+ youth, as the charity for this year’s collection.
MajorsNov 21, 2024
Rocksbox Opens Pop-Up Store in San FranciscoThe new space was designed to evoke a warm, inviting vibe.
IndependentsNov 21, 2024
Mary Moses Kinney Is Now Part of The Edge’s Team Kinney, who spent nearly 30 years at IJO, has been hired to head Abbott Jewelry Systems’ new virtual marketplace.
CrimeNov 20, 2024
Sotheby’s to Pay $6.25M Settlement to NY State for Alleged Tax FraudThe auction house was accused of helping clients avoid paying taxes on millions of dollars’ worth of art purchased from 2010 to 2020.
Events & AwardsNov 20, 2024
Kering Debuts New Jewelry Award With Sustainability FocusThe four finalists will present their pieces at the 2025 JCK Las Vegas show.
CollectionsNov 20, 2024
Pamela Love Channels Surrealist Artists in New CollectionThe “Camera Oscura” collection showcases earring designs celebrating female Surrealist artists Claude Cahun and Leonor Fini.
Policies & IssuesNov 20, 2024
Columbia Gem House Raises $10K for Reforestation EffortsThe money will fund the planting of 10,000 trees in critical areas across Oregon, Arizona, Montana, and other regions.
Events & AwardsNov 20, 2024
The Jewelry Symposium Opens Registration, Scholarship ApplicationsThe event centered on advancing jewelry manufacturing technology will return to Detroit in May 2025.
CrimeNov 19, 2024
Woman Killed in Armed Robbery of Sacramento Jewelry StoreLocal reports identified the woman as the wife of the jewelry store owner.
AuctionsNov 19, 2024
‘A Tsar’s Treasure’ Fetches $2.9M at Sotheby’s Jewelry SaleA collection of pieces owned by Ferdinand I, the first king of modern Bulgaria, and his family, blew away estimates in Geneva last week.
MajorsNov 19, 2024
Trove Opens First US Flagship in NYCThe Australian jewelry box brand’s new West Village store will showcase new jewelers each month through its Designer in Residence program.
CollectionsNov 19, 2024
Snoop Dogg’s New Jewelry Collection Is All About Love“Lovechild” was created in partnership with Carolyn Rafaelian’s Metal Alchemist brand.
EditorsNov 18, 2024
Q&A: Helzberg CEO Brad Hampton on the Jeweler’s RebrandHampton discussed how Helzberg is improving the customer experience and why it was inspired by the company formerly known as Dunkin’ Donuts.
Policies & IssuesNov 18, 2024
Reciprocity Jewels Returns to NYC Jewelry WeekThe group will host several curated events and an exhibition of designer jewelry made with Peruvian gold traceable to the miners’ names.
CollectionsNov 18, 2024
Dolly Parton Shines in Collaboration with Kendra ScottThe collection honors the 50th anniversary of Dolly Parton’s “Love is Like a Butterfly” song, which shares a birth year with Kendra Scott.
Events & AwardsNov 18, 2024
IGI Jewelry Design Competition ReturnsThis year’s theme asks designers to take inspiration from classic fairy tales.
EditorsNov 15, 2024
Why Fine Jewelry Belongs at New York Comic ConSenior Editor Lenore Fedow makes the case for why more jewelers should be appealing to nerds at the annual event.
CollectionsNov 15, 2024
Marie Lichtenberg Battles Counterfeits with New ‘Raiz’in Scapular’ DesignsThe latest “Raiz’in” drop showcases a newly designed “Scapular” necklace and donates a portion of the proceeds to Make-A-Wish France.
WatchesNov 15, 2024
Piece of the Week: Citizen’s Commemorative Pocket WatchNo. 1 out of 100, the timepiece was created to mark Citizen’s 100th anniversary and will be auctioned off at Sotheby’s next month.
