Can you believe we’re less than two weeks away from JCK Las Vegas? Though we’ve been anticipating its arrival for some time, it came up fast (as it often does).
While you’re busy planning for the show-filling appointments, creating lists of who to see, deciding what to wear and which shoes to bring—take a moment to check your social media wellness, too. Here are four tips for making the most of your social media strategy at JCK.
Update the accounts you follow. I have a whole speech about the importance of weeding out the accounts you follow on Instagram from time to time, but this isn’t the moment for that. Instead, I’m suggest you start to follow more names on Instagram—at least in time for the show. Head to the JCK Las Vegas and Luxury list of exhibitors to take a look at the brands and designers that will appear at the show, and give them a follow on Instagram. Taking a look at their feeds might inspire you to schedule a few additional appointments (or at least add names to your to-visit list), and following them is as good as introducing yourself (in Instagram speak, anyway). Consider these accounts a self-guided preview of the show before you visit everyone on your list in real life.
Check your security. If it’s been a long time since you’ve updated your social media passwords, now’s a good time to do so. Be sure to use a different password for each account, and ensure that you have it logged somewhere (there are special password apps for just this purpose, which are also great for suggesting hard-to-guess passwords, too). Make sure your phone itself is also password- or print-/face-protected, in case it gets lost, and never, ever share your personal information on social media. Just as jewelers must be cautious traveling with valuables in real life, you should also be very careful what sort of information you give away online.
Remember the hashtags. If you’re posting from the show floor, don’t forget to use #JCKLasVegas somewhere in your caption. If you’re following along at home, or if you’re at the show and looking for some inspiration on where to go and what to do next, be sure to follow that hashtag. It’s your biggest connection to other posters at the show and helps you to find and be found on Instagram and other social media platforms (but let’s be honest, mostly Instagram). Other popular hashtags include #JCK2019, #JCKEvents, and #JCKMagazine. As you plan for the show—and during your travel—#JCKBound has often been the hashtag of choice to join the community of Vegas-bound showgoers.
Have a plan. When I post photos to my Instagram feed and to my Stories, I tend to take my time—I’ve got to crop, edit for color, maybe pick some sort of filter, do some fancy story-related photo layout, etc. That’s definitely not for everyone, and it’s certainly not efficient for the show. So, for example, if you’re a retailer who plans to post frequently to your Stories for your customers following at home, you should think about what the most important things are to you and develop a plan—at least a casual one. Are you trying to post as many photos as you can as often as you can? Maybe it makes sense to add to your Story during or after each visit. Are you more interested in presenting a well-curated uniformly designed set of images to your Story? Take a break between visits and put together what you’d like to present before posting. Better yet, if you find you have a tight schedule, maybe you can put someone back at the store in charge of social media and send them your photos to post. If a social media presence at the show is important to you, it’s at least worth giving it a few minutes’ thought before you go.
Most importantly: Remember to have fun! Your presence at the show on social media can be a valuable tool, both back at home, for your customers’ interests, and at the show, where you never know who you’ll have the opportunity to meet. But it’s also a fun way to showcase your amazing finds, your off-time in Las Vegas, and that great pair of shoes you’ve saved just for the occasion. Share your enthusiasm, and your audience will enjoy coming along for the ride!
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