Social Climbing

How to Tweet, Friend, and Blog Your Way to Bigger Business

In this day and age, the two most common words on every retailer’s lips are social media. There’s a lot of talk out there, but are you truly taking advantage of the opportunities afforded by this technology? Research shows that consumers using these tools tend to be 25 and older (surprised?) and affluent—folks you literally can’t afford to ignore. With nearly 500 million users, Facebook is a logical starting point for many jewelers. But to truly succeed in online marketing, you need to leverage other outlets. Below are a few suggestions on how to get the most
out of them.

Schechter ­suggests checking out ­Verragio ( and Samuelson’s Diamonds (—two sites that do it right.


While Facebook is useful for informing current customers of the latest happenings (sales, new arrivals, in-store events), Twitter can help you acquire new leads and make connections. On, you can tap into the local sentiment, find new customers, and discover what people are saying about your business. By searching relevant keywords like engagement rings, jewelry, and diamonds, and inputting your local information using the advanced settings, you can cast a wider net to reel in a whole new set of potential customers.


This service is a bit ahead of the curve, but sharing your location with a select group of friends is the latest trend in social media—one that potentially holds a lot of relevance for local jewelers. Geolocation, as it is called, lets your customers announce to their inner circle that they are shopping in your store. Consider creating offers to encourage word-of-mouth marketing and to reward loyal customers for referrals.

A Company Blog

Technically, this isn’t social media, but it’s essential to have a hub on your website that you can quickly update on your own without the aid of a programmer. When it comes to search-engine rankings, Google loves fresh content, and a blog is an easy way to add keyword-rich new stuff to your site. Use your blog to reach out to your customers. Offer them resources to aid them in decision-making; share the expertise you and your staff have worked so hard to acquire.

Measuring the impact of social media on your business can be tough, especially if your efforts are limited to one site. Take the time to find the best tools for you and your customers. Also, keep in mind that social media is conversational. Once you make connections, tread lightly. Go out of your way to impart your expertise, but don’t overwhelm. Once you find those new customers, the last thing you want to do is to push them away.

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