What to Know Before You Add More Social Media to Your Marketing Mix

More isn't always better—sometimes it's just more. Before you create a new social media profile for your jewelry business, consider these 5 questions. As part of a jewelry store’s marketing mix, social media has graduated from a nice-to-have to a need-to-have tool. Platforms such as Facebook, Instagram, Twitter, YouTube, and Pinterest serve as high-powered marketing megaphones, offering jewelry retailers cost-effective, accessible ways to communicate with customers in a thoughtful and genuine manner. “We no longer have to wait for someone else to tell our stories or have a huge media budget to announce a promotion with often inconsistent results,” says Ashley Thiesen, founder and CEO of The Modern Connection, a Charleston, S.C.–based social media and digital marketing firm. Most jewelry stores already have a presence on various social media outlets, but owners have to conte

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