Social (Media) Butterfly

Dan Gordon takes networking to digital extremesDan Gordon, a fourth-generation jewelry retailer and president of Samuel Gordon Jewelers in Oklahoma City, is bringing his family’s legacy into the 21st century with an aggressive push into social media. “It basically is my marketing strategy,” he says. Gordon has thousands of friends and followers on Facebook and Twitter (around 7,000 and 3,300, respectively), where he maintains personal accounts as well as company accounts under the Samuel Gordon Jewelers name. A recent giveaway held in conjunction with the Natural Color Diamond Association and hosted on the Samuel Gordon blog yielded 4,100 clicks in just two weeks and increased the Diamond Association’s Facebook fanbase by 50 percent. While the prize—a pink diamond butterfly pendant—wasn’t a big-ticket item, consumers jumped at the chance to win it. “It was probably our mo

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