Are Negative Twitter Messages More Likely to Go Viral?

A roundup of social media news to help jewelers improve their marketing techniques. 

1. A new study by the American Council on Science and Health claims that negative tweets are contagious. Researchers at Penn State University tracked tweets with vaccination-related keywords and found that negative messages about children’s vaccines spread more quickly than positive ones. However, several social media experts are calling the study into question because it analyzes only “a limited segment of the population on a niche topic.” Social media strategists also said that who shares information can be more important than the message shared, and that once a message starts being shared by multiple users—regardless if whether it’s negative or positive—the more likely it is to spread quickly.

Have you had experiences with negative messages directed at your company on Twitter? If so, how did you handle the situation?

2. Speaking of Twitter, on April 17 the social media website announced it was implementing a new advertising feature that allows advertisers to reach users based on keywords in their recent tweets. Small businesses may have the most to gain from the new system, and an article on has eight great tips for business owners eager to take advantage of it to reach more consumers.

Do you think Twitter’s new advertising feature will be a good tool for the jewelry industry?

3. It’s hard to define leadership in general, but even more so when it comes to being a leader online. With the Internet constantly expanding and social media sites rapidly multiplying, an online leader needs an ever-changing bag of tricks to stay ahead of those he or she is trying to influence. Entrepreneur offers five ways to be a better leader online, including what in my opinion is the most important online tool in general: “challenge the status quo.”

What are your strategies for being a leader online?

4. Pinterest is the social media site that offers the most potential for jewelers. A study in 2012 found that the jewelry/luxury/accessories category is the most pinned category on the site, and the average order value when a user follows through on a purchase from Pinterest is nearly $180. So jewelers should pay attention to a new study that found businesses can have more Pinterest success using the words “use, look, want, and need” in their posts. This is yet another reminder that no matter how stunning your visual, the words you use to describe it to the masses are just as important.

How do you caption your pins? What words, phrases, or descriptions have worked best for you?

5. Finally, the teenage daughter of the author of this article is probably kicking your butt in social media. Find out why and what you can do to apply her strategy to your business.

What have you learned recently about social media for a younger generation?

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