Connect with us

Columns

Six Social Media Tips From the Centurion Show

When you’re at a jewelry show, take pictures of jewelry you think particular customers will like and text the picture to them.

Published

on

EACH YEAR, the Centurion Show does a great job of bringing in the very best experts and retailers to speak.

This year was no different, and the highlight for me was Randi Zuckerberg of R to Z Media (formerly of Facebook) as moderator of a panel of social media savvy retailers, Daniel Gordon of Samuel Gordon Jewelers (Oklahoma City, OK), Colleen Rafferty of Christensen & Rafferty Fine Jewelry (San Francisco, CA), and Kimberly Adams Russell of Frank Adams Jewelers (Albany, NY).

Here were a few social media-related tips I picked up during the session:

  1. Designate someone on your staff to be your “community manager” and manage your social media presence full-time, says Zuckerberg. It’s too important to it to be a hit-and-miss effort that you attend to “when you have the time.”
  2. Consider how tech savvy potential employees are before you hire them, advises Daniel Gordon. A tech or social media savvy employee is more likely to connect with customers more often (through texting or social media) than someone who isn’t.
  3. Use “Hangout” on Google+ to invite customers to watch/comment on red carpet events together, says Zuckerberg. It’s more personal and more exciting (since it’s “real time”) than just writing a blog after the fact, and it’s also more interactive.
  4. Post red carpet photos and information daily on Facebook, always calling attention to brands and trends in the photos that are carried in your store, says Rafferty.
  5. When you’re at a jewelry show, take pictures of jewelry you think particular customers will like and text the picture to them, says Gordon. They may very well agree to buy it on the spot, and they’ll be impressed a) that you’re at an industry show looking at the newest jewelry, and b) that you were thinking of them.
  6. Run your Facebook promotions through third-party apps like Wildfire or North Social to be sure you’re in legal compliance, says Gordon. There are laws against running certain types of contests or giveaways on Facebook, but these third-party apps will walk you through how to do it legally.

Trace Shelton is the editor-in-chief of INSTORE magazine. He can be reached at [email protected].

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

Promoted Headlines

Most Popular