Polished Way Jewelers Are Using Twitter to Market Their Business

Twitter is a fast-paced, topical platform where users follow the latest news from their favorite brands and monitor trends as they happen. It’s a place for sharing news, updates and the latest information, where customers expect you to be active and listening.

Twitter is a good place for brands who like to keep their customers and fans informed and like to engage and connect in real time with followers.

We’re going to look at some of the most active jewelers on Twitter and how they keep their content fresh and engaging.

1. Asking questions to connect with customers.
Social media is as much about listening as talking. You can find out more about your customers by asking questions – and use questions to show your customers that you care about their lives and interests.

Jewelry company Jared (see image at right) is active on social media: asking questions, giving tips, and responding to mentions. They don’t just ask questions about jewelry though; they understand that buying jewelry is an emotive experience, so they are keen to know more about the stories behind jewelry purchases. The question below: “How old were you when you got your ears pierced and who went with you” is a great example. Getting their ears pierced is a rite of passage for many teenage girls and everyone has their story of the day they got their first real earrings. What a good way to make fans nostalgic!


Tip: Add an image to make your post stand out and create a more positive response.
2. Use photos to make your Tweets come alive.
The wonderful advantage of the jewelry industry is that companies have so many beautiful images at their disposal to share on social media, so there’s no excuse for not using photos to make your timeline a place to showcase your pieces. But it doesn’t have to be all about the jewelry; you can use photos to tell the story of your whole company.

Luxury jewelers De Beers use photos in almost every post on Twitter, and their timeline is hugely eye-catching and engaging as a result. Naturally, many posts show off their new collections or classic pieces, but they also use images to de-mystify processes, such as how an engagement ring is created from the customers’ choices in the store through to how it is cut and set. They also show behind the scenes at events: the photo below shows how a master jeweler sets a diamond and the wide range of tools they use.

Tip: Mix up your photo posts so they don’t all appear promotional. As well as your collections you can feature staff members, your customers, or the people behind the scenes who aren’t usually seen by the public. This makes your company appear more ‘human’ and can give a friendly face to your organization.

3. Tell your customers’ stories.
Your customers are a valuable resource ¬when it comes to your content strategy on social media. For a jeweler, there can be no story more fascinating than the ones behind each jewelry purchase, so celebrate your customers and find out more about their stories.
Iconic jewelers Tiffany & Co share love stories on the ‘What Makes Love True’ section of their website. There are beautiful weddings, stories of how people met and fabulous romances – and these are shared across Tiffany’s social media. The photos from these love stories make a great feature in their Twitter feed as the gorgeous photos really stand out. There’s a link back to the story – and I challenge you not to get drawn in to all the love stories on the website!3
Tip: Lead your followers back to your website by featuring customer stories with striking photographs.

4. Use hashtags to help your audience discover more.
Hashtags are widely used across all social media platforms to help users discover conversations, search trends and follow updates. By incorporating them into your Twitter feed you can reach a wider audience than just your followers (following a hashtag means you will find all posts that have used it, not just the ones you follow), and also help your followers find your own related posts without searching your entire feed.

Parisian jewelers Cartier use their own branded hashtags, such as #Cartier and #LaPanthere, to stimulate conversations to spread their official hashtags further, but they also make use of relevant trending hashtags, such as #ValentinesDay, to ensure their Tweets show up for anyone who is following that hashtag.


Tip: Use a mix of hashtags you have created to encourage your followers to use your branded tags, but also make use of existing hashtags to reach a wider audience. Make sure any existing hashtags are relevant to your brands and have no negative associations.

Remember that listening on Twitter is just as important as talking, and to always follow brand mentions and respond to them. Thank positive mentions and reply to questions or negative comments to show that you listen to your customers and you care about their experience. More and more brands are finding that Twitter is becoming a customer service tool – and if it’s done right it can be a very public place to show how responsive you are to your audience, and how you want to listen to what they have to say. Remember that in today’s visible world, good customer care is good marketing. JBA

Headshot - Ekaterina Walter Jessica GioglioAbout the Author:
Ekaterina Walter led strategic and marketing innovation for Fortune 500 brands such as Intel and Accenture. Branderati, the start-up she co-founded, was acquired by Sprinklr where she now serves as Global Evangelist. She is an international speaker and author of the Wall Street Journal bestseller “Think Like Zuck: The Five Business Secrets of Facebook’s Improbably Brilliant CEO Mark Zuckerberg” and co-author of “The Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Marketing Your Brand.” Ekaterina most recently received the 2013 Marketer of the Year honor (SoMe Awards). She is a contributor to leading-edge print and online publications such as Forbes, Fast Company, Inc., Huffington Post, and Entrepreneur. Walter holds a master’s degree in International Management from the Thunderbird School of Global Management. You can find her on Twitter: @Ekaterina. Blog: http://www.ekaterinawalter.com/

Author:Jewelry Business Advisor