More and more retail jewelers are capitalizing on the Facebook phenomenon, as the social networking website continues to grow faster than the speed of light. In “Retail Jewelers Can Sell on Facebook,” JCK Magazine Senior Editor Rob Bates shares insight from jewelers who are making the most of their Facebook Pages.
Use these tips, from Facebook-savvy retailers, to market your store on Facebook and reach more customers:
- Make New (and Renew) Connections: If done correctly, online social networking isn’t that different from regular networking. “It’s the same kind of thing, just a new way to do it,” says Ron Samuelson, Samuelson Jewelers, Baltimore, MD. As with traditional networking, one connection can lead to several others, and so on. Bates notes that people from your past that you reconnect with on the site, such as old classmates, are also potential customers.
- Promote Your Products & Events: Whether publicizing an event in your store, or posting an article or video segment, Facebook makes it easy to “share” items with interested users.
- But Don’t Over-Market: Since most people turn to Facebook for fun, jewelers warn against pushing product too aggressively. Your tone on Facebook should not be corporate, but rather personable. Samuelson says the store doesn’t send out emails urging people to buy a particular item, but uses the site to position the store as an authority. Jennifer Gandia, Greenwich Jewelers, New York, NY, says that even when she writes about happenings at her store, she keeps it conversational.
- Devote Time to It: Facebook devotees check the website often. This means you need to commit time to updating your profile with information to draw "fans" back to you. These include image updates, wall posts, etc. “You have to be active to have any kind of presence on it,” says Lee Krombholz, Krombholz Jewelers, Cincinnati, OH, who says he devotes at least 20 minutes a day to the site.
- Don’t Reveal Too Much: Whether it’s sharing too much on oft-divisive topics like politics or religion, or compromising your store’s security, experts warn against getting too personal. John Kennedy, president of Jewelers Security Alliance, says Facebook jewelers should be cautious about sharing info such as location, their family or where they live.
Take The Tip:
- Click here to read the full report at the JCK website.
- Click here to read our tip, “Get Started on Facebook 101: Build Your Company Page,” which provides easy steps to build your Facebook presence.
- If you find yourself getting confused by Facebook jargon, check out our Facebook Terminology Primer.
- For even more social networking tips, click here to read National Jeweler magazine's “Jewelers Make a Date with Social Networking.”
- For tips from a panel session at Couture Las Vegas, read “Jewelers Share Social-Networking Tips at ABJ Event.”
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