If you’re not managing your store’s social media strategy, you’re passing up a valuable opportunity to connect with older customersWhen discussing social media strategy, there’s a common refrain among independent jewelry retailers. It goes something like this: “I just let my young employees handle all the social media.”The same proprietors who micromanage every detail of their brick-and-mortar business are all too eager to give up control of some of their most important marketing avenues—namely Facebook, Twitter, Instagram, and Pinterest.It’s mostly out of necessity; keeping those feeds fresh and engaged takes time, and most store owners simply don’t have time to spare. But it’s a mistake to assume that 20-somethings are better equipped to tweet than seasoned veterans by sheer virtue of their age. An even greater error is missing the chance to connect with older clien