Many jewelers are still skeptical about social media and even the online arenaRecently, JCK senior editor Rob Bates wrote a blog post based on an email from Alex Weil of Martin’s Jewelry in Manhattan Beach, Calif. Alex was concerned his store was “way behind in terms of websites and social media,” and had four questions: “How does my single-store independent fit into all of this? Is it really worth the huge investment in time and resources? What would the return on that investment be? Is Facebook, etc., really a place to conduct business?” Rob offered his take, and I’d like to give mine.How does my single-store ­independent fit into all of this?You don’t think of your business as a store in the universe, so stop looking at the Internet as a vast, unconquerable entity. Try to tether your Web presence to the most tangible thing you already know: your store. Your website acts