Technology

12 Quick Tips for Maximizing Your Social Media This Season

TechnologyOct 23, 2017

12 Quick Tips for Maximizing Your Social Media This Season

Social media success for the holidays will depend on proper messaging and getting consumers engaged. Here’s how, according to a few industry insiders.

2017-Social-media.jpg
New York--The holiday season is the perfect time for retailers to reach out to consumers and engage them via their social media accounts.

But a successful social media campaign doesn’t just come from pretty pictures or making sure posts are going up regularly. It’s also about making sure that the right messaging is getting out and that shoppers are responding to and engaging with what is being posted.

National Jeweler reached out to a number of industry insiders to ask for their tips and advice for social media success this holiday season: Rod Worley, president of Four Grainer; Lauren Strohmeier, content manager at Likeable Local; Shane O’Neill, vice president at Fruchtman Marketing; and Jenna Fish, marketing coordinator at J.R. Dunn Jewelers.

Here’s what they had to say.

1. Make a Connection. Focus on creating highly relatable, human-interest content that will draw consumers in, evoke sentiment or make them laugh. As Worley says, if your content isn’t shared, then nobody cared.


2. Observe the 80/20 rule. Eighty percent of social postings should focus on driving interactions with your followers, such as with comments, retweets, likes and favorites. Only 20 percent should link back to products or special promotions.
A connection has to be made before attempting the sale, Worley said.

According to Strohmeier, those majority posts meant to engage and entertain can be done in a number of ways: be educational and help followers learn about the things for which they have a passion, such as the best jewelry styles to wear during the holidays; inspire followers to create discussions around why everyone loves jewelry; and be entertaining and fun, highlighting local holiday events, asking imaginative questions or trivia questions and more.

3. Repurpose and reuse. Don’t hesitate to use engaging content multiple times on different platforms, especially if a post is getting shared or liked, Worley says. It’s not about the quantity of content created; it’s about making engaging, highly relatable content.

4. Use visuals to grab attention. Visual content is king on social media; the right image, video or GIF makes all the difference and stops followers mid-scroll. There are a number of great sources to use here, including Canva to freely and easily create posts or StockSnap for photos.

5. Work with non-profits in your community. Tis the season of giving, and jewelers should be sure to be a part of that. Recent studies show that 90 percent of consumers would switch to a charitable brand given similar price and quality.

Consider a local charity or cause to which a percentage of revenue can be donated or with which you can partner for the season. Once you pick a cause, Worley recommends finding opportunities to add a social spin to your efforts and encourage your followers to share your posts with special promotions.

6. Help followers with gifting. Think of great gift ideas going into the holidays and feature them in posts. O’Neill says it’s best to feature the hot sellers with price points that fit customers’ gift-giving range.

Always link back to the product or gallery of featured products on the store’s website, particularly if it allows consumers to buy online. If you’re doing digital marketing, you can also re-target those users who visit your site to see these products.

Along the same lines, Fish said J.R. Dunn Jewelers is incorporating “giftable” ideas into the store’s Instagram feed of various price ranges to inspire gift giving.

She also suggests making new gift guides catered to individual interests and brand-loyal customers and targeting them specifically to optimize conversion.

7. Try a flash sale on Facebook. Create a compelling offer to buy online for a day. This could mean using a coupon code or placing select products in a sale gallery on the website. And don't forget to push your flash sale post with Facebook advertising, O’Neill says. 

This kind of thing isn’t for all retailers and should be limited in scope. He says Fruchtman doesn’t recommend sales during the holidays as it can needlessly eat into margin, so consider doing it sometime between Dec. 15 and 20.
8. Take online to in-store. Does the store offer any special incentives for a consumer to visit, like gift with purchase or special holiday gift grab bags? Push the shopper to stop into the store by creating opportunities for them to need to do so.

9. Run contests. J.R. Dunn is using giveaway contests with season specific on-trend jewelry pieces on preparation for the holiday gift guides and promotions, and Fish says they’re seeing a lot of success with it so far.

10. Feature their stories, too. Fish says that showcasing images and real-life stories of clients getting engaged almost always receives high engagement on social media accounts. It’s also great for helping people connect with the store on an emotional level, especially during the holidays when engagements peak.

11. Show your gratitude. Take some time to let the community around the store know how much it appreciates them. This can be through a thank you to followers and fans for their support, giving shout-outs to loyal customers and showcasing testimonials or sharing support for customers who are giving back.

12. Consider your hashtags carefully. They increase the visibility of posts and campaigns and should be used. Include popular and trending jewelry hashtags in posts the store wants to amplify on Facebook, Twitter and Instagram. For special events or campaigns, invent a unique hashtag, then ask people to spread the word or share their thoughts using the same hashtag, Strohmeier suggests.

Brecken Branstratoris the senior editor, gemstones at National Jeweler, covering sourcing, pricing and other developments in the colored stone sector.

The Latest

The Edge and The Edge Retail Academy Logos
Events & AwardsJul 11, 2025
The Edge’s Annual Conference Returns in September

Its sessions will focus on inventory strategies, staff performance, retention and acquisition, emerging market trends, and more.

Miseno Arco Earrings
CollectionsJul 11, 2025
Piece of the Week: Miseno’s ‘Arco’ Earrings

For its 10th anniversary, Miseno designed the “Arco” earrings based on the Arco Felice, an arch conceptualized in A.D. 95 in Miseno, Italy.

James Avery Texas charm
Policies & IssuesJul 11, 2025
James Avery to Donate $1M to Texas Hill Country Relief Efforts

The jewelry company is one of several contributing to relief efforts in the region after the recent floods.

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

Kelly Osbourne Engagement Ring
TrendsJul 11, 2025
Kelly Osbourne’s Engagement Ring Is Sweet as Honey

Inspired by fiancé Sid Wilson’s nickname for her, the white and yellow diamond ring features a unique honeycomb design.

Weekly QuizJul 10, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Penny Preville Anniversary Bangles and Penny Preville
CollectionsJul 10, 2025
Penny Preville Celebrates 5 Decades of Jewelry Design

The brand is marking its 50th anniversary with a limited-edition bangle, high jewelry suites, new collections, and more.

Exterior shot of Alvin Goldfarb Jeweler in Bellevue, Washington
IndependentsJul 10, 2025
Steven Goldfarb to Retire, Close Alvin Goldfarb Jeweler

Goldfarb said changes in the industry, coupled with his age and the updates needed to modernize his business, drove his decision.

Jewelers of America logo with meetup, State of the Majors, giveaway and massages
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

LVMH chairman and CEO of the Americas Michael Burke
MajorsJul 10, 2025
LVMH Names New Chairman, CEO of the Americas

Longtime LVMH executive Michael Burke has stepped into the role.

A calligraphy sculptural ring made in 18-karat Fairtrade gold (Photo by: Jamie Trounce)
Events & AwardsJul 10, 2025
IAC Gold and Diamond Conference Returns to NYC

Central topics of next week’s event include climate action, labor rights, artisan preservation, and value retention in producing countries.

Vickie Rokkos
MajorsJul 10, 2025
Hearts On Fire Appoints New Sales Director

Vickie Rokkos has joined the jewelry company as its new national sales director of North America.

Mikimoto The Bows high jewelry necklace
SurveysJul 09, 2025
Jewelry Stays Strong as Luxury Market Slows, Bain & Co. Says

Turbulence will be the new baseline for luxury as it faces its biggest potential setbacks in 15 years, a recent report said.

1 NJ-Supplier-Bulletin-Snake-One.jpg
Supplier BulletinJul 09, 2025
JCK Unwrapped: Trends, Insights & Post-Show Tips

Sponsored by Rio Grande Jewelry Supply

Cece Jewellery For the Love of Fruits Pendants
CollectionsJul 09, 2025
Cece Jewellery’s New Fruit Jewels Celebrate Life’s Sweetness

The “For the Love of Fruits” collection features five fruit pendants, each holding a different meaning.

Graphic showing images from National Jeweler’s top 5 stories 2025
EditorsJul 09, 2025
The Most-Read Stories of 2025, So Far

Diamonds and crimes (some involving diamonds) top the list of National Jeweler’s most popular stories halfway through the year.

 The Dash Diamond Crater of Diamonds State Park
SourcingJul 09, 2025
Florida Couple Finds 3-Carat Diamond in Arkansas

They discovered “The Dash Diamond,” named for their dog, at the Crater of Diamonds State Park earlier this month.

Mikimoto Les Pétales Campaign Imagery and Les Pétales Necklace
CollectionsJul 08, 2025
Mikimoto’s High Jewelry Collection Turns Pearls into Petals

The “Les Pétales” collection imagines roses caught mid-bloom as a tribute to nature’s beauty.

National Jeweler columnist and jewelry sales expert Peter Smith
ColumnistsJul 08, 2025
Peter Smith: Why Jewelers Struggle With Premium Pricing

Luxury brands charge thousands for their shoes and handbags. Jewelers pricing diamond products should take note, Peter Smith writes.

David Rotenberg of David Craig Jewelers
IndependentsJul 08, 2025
David Rotenberg of David Craig Jewelers Dies at 79

Rotenberg was an active member of the American Gem Society and an accomplished appraiser who also worked with therapy dogs at a hospital.

SMO Golden Gala
Policies & IssuesJul 08, 2025
SMO Gold Launches New Foundation

In its inaugural year, the SMO Foundation will focus on supporting two organizations in West Africa and one in South America.

Stock image of container ship in port
Policies & IssuesJul 07, 2025
Higher Tariffs Set to Take Effect Aug. 1, Officials Say

The announcement comes just as the 90-day freeze on the “reciprocal” tariffs nears its end, giving countries more time to negotiate.

David Kellie
SourcingJul 07, 2025
Natural Diamond Council CEO David Kellie To Step Down

Kellie, who joined the organization in 2019, will remain in his role through the end of 2025.

Suspects in Glendale burglary
CrimeJul 07, 2025
7 Suspects Charged in California Jewelry Store Burglary

Police officers apprehended the suspects as they were allegedly attempting to gain entry into another jewelry store.

Ella Klein Internship
Events & AwardsJul 07, 2025
Applications Open for Ella Klein Internship

The program, a collaboration between Julius Klein Diamonds and the Women’s Jewelry Association, is in its second year.

GIA iD100® Technology
Supplier BulletinJul 03, 2025
Protect Your Customers and Your Business

Sponsored by the Gemological Institute of America

Madison Keys in Brilliant Earth campaign
MajorsJul 03, 2025
Brilliant Earth Names Tennis Star Madison Keys as Its New Ambassador

The 2025 Australian Open champion is the jewelry brand’s first athlete ambassador.

Muse Nordstrom shop-in-shop
MajorsJul 03, 2025
Muse Sets Up Shop in Nordstrom’s New Jewelry Hall

The West Village jewelry boutique’s new shop-in-shop is the cornerstone of Nordstrom’s revamped jewelry hall.

×

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