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Merrick, NY—Once you get busy with the holiday season, it’s easy to think you can skip over social media. Really, who would notice? Perhaps none of your customers would actually think, "Hmmmm, my Favorite Jeweler isn't posting/tweeting/pinning much." What's actually missing is another layer of interaction with your customers. Regular interaction gives you front placement in their soon-to-be-shopping brains.

While larger stores often have one person assigned to social media (along with other tasks) many jewelers are still on the do-it-yourself plan. And while so many other tasks are equally critical during the holidays, the good news is that spending time on social media may take the place of spending money on marketing. You may not want to tout your holiday specials just yet, but it’s not too early to get a social media plan in place for the season.

Pick your channel(s).  Many prestige jewelers have a Facebook presence. While Facebook has developed a reputation for being more difficult to manage as far as reaching your customer base, it's still where a vast number of people spend time each day, and many may make a buying decision or at least be spurred to further action by something they see there.

Many companies automatically have their Facebook postings go direct to Twitter and cover both areas. If visuals are easier for your company, then Pinterest or Instagram is a smart way to go. You can pick all channels if you have the resources; if not, picking one default to have a presence works best. Of course, you can always pick a new focus; you're not required to stick with one social media platform forever.

Designate someone to post regularly. Having a consistent voice on any social media platform is a smart move. Posting doesn't have to be long and complicated. Use the auto-post feature to load up a week's worth of posts at once. It could be as simple as new inventory shots. You can also choose software, HootSuite for example, to do your auto-posting for you across various platforms. Planning ahead makes working social media a manageable project.

Have your staff and family like and share. No matter which platform you are on, get your employees on there as well as family and close friends. When you post something, network your supporters and have a group waiting to repost, like, and favorite. That helps get the word out to your community as well as reaching your fans.

While these steps are basic, following them can yield solid results. Not posting is the worst mistake you can make. Showing up and speaking out can really make a difference.

Need some more ideas? Check out highlights from 2013's Five Minutes to Better Social Media Holiday series here, here, and here.

Separately, sign up for a free webinar from Jewelers Mutual, titled “Social Media:
 Opportunities and Perils for Jewelers.” The webinar will focus on how to use social media safely and securely, to minimize the chances of criminals monitoring it to case your business or plan an attack.

Guest speakers include Shane O'Neill, vice president of Fruchtman Marketing, who has more than 17 years of digital marketing and social media experience and works closely with several leading jewelry brands; and Daniel Gordon, a fourth-generation jeweler who used website integration and social media to revolutionize the business of Samuel Gordon Jewelers in Oklahoma City, OK. He also serves as social media planner for Diamond Cellar, Columbus, OH.

Two sessions will be offered: Monday, Oct. 20, 2014 - 10 a.m. EDT, and Friday, Oct. 24, 2014 - 3 p.m. EDT. Please adjust accordingly for your time zone.

Click here to register. 

Top image: Edudemic.com