MVI Marketing cited Cartier, Robbins Brothers, Reeds Jewelers, and Helzberg Diamonds as the industry’s best practitioners of social media in its first annual Jewelry Social Media Awards.
And yet, Marty Hurwitz, CEO of the Paso Robles, Calif.–based MVI, says that many jewelers are missing out on the opportunities presented by social media.
“Social media takes very little money,” he says. “It just takes people manning it, day in, day out. I was surprised by how many brands, particularly in the watch business, are not doing it at all. I see a lot of potential for independents to compete with the majors and with ecommerce sites by using social media.”
Among the companies that are doing social media right, according to MVI:
- HSN, Target, and Cartier captured top honors in the Overall category. HSN had the most views of its YouTube videos, and Target was second in Facebook fans, with over 21 million. Cartier had the second highest total of YouTube subscribers with 15,330.
- Southern California retailer Robbins Brothers ranked very high in both the Overall and Jewelry Retailer categories.
- Also scoring well among jewelry retailers were Reeds, Helzberg, and Oklahoma City–based independent Samuel Gordon, which has been a pioneer in social media. “I think Gordon and some of the other retailers realize that social media means socializing, and getting the consumer engaged,” Hurwitz says. “It’s not just about posting specials. First you engage, and then commerce comes as the result of that.”
- Among jewelry brands, Tacori was cited for rapid and significant growth, particularly on Facebook.
- In the Jewelry E-Tail category, Diamond Nexus Labs, which sells simulants, and ethical diamond seller Brilliant Earth, were hailed for performing “at a very high level against some very large competitors.”
- TAG Heuer took the award in the Watch Brands category.
Hurwitz also says he is surprised how many companies are neglecting YouTube.
“YouTube views are like free commercials,” he says. “Robbins Brothers’ YouTube presence in phenomenal. There’s no official channel on YouTube for Zale or Kay. That is significant. They are yielding that to other people.”
The full report can be seen here.