Using social media to bolster sales in the fourth quarter requires a delicate balance. On one hand, you want to take advantage of the good will you’ve created through social marketing channels like Facebook, Twitter, YouTube, Pinterest, and Instagram. On the other hand, you want to avoid overdoing it to the point where your customers tune out your efforts. Keep these steps in mind to make the most of your holiday marketing plans.Integrate Social Into EverythingYou have to think through the social aspects to every existing marketing effort you undertake. It can be as simple as ensuring that your ads highlight your social channels, or as complex as a robust social media initiative. For example, by creating a “Memorable Holiday” campaign, you can encourage your customers to share their greatest holiday memories. Your instinct will be to give your questions a jewelry focus such as, “