To Post Or Not To Post


It’s really important to put some thought into your posts; great content can be king but putting just anything out there won’t get you anywhere.

by Ryan Holtz

On any given day, you may be holding your smartphone in one hand and cleaning your jewellery case with the “infamous” Windex in the other. You’re thinking about what to post on your company’s Facebook page and remember that of your suppliers just provided a picture of a new piece that’s coming in. You assume that your audience will love seeing this. This is the part where I say, “Stop!” In fact, keep cleaning your jewellery case and put your smartphone away until you have finished this column.

I recently read that most people look at their smartphone more than they actually look straight ahead of them! Today, an iPhone, Samsung or Windows phone is the most expensive piece of advertising real estate a person can buy. We now know that over 78 per cent of all social media activity is happening on mobile phones or tablets, which means that you do not have the luxury of posting long-winded ads and short stories worthy of making Shakespeare nominate you for an award.

I know that a lot of you are still stuck in the past, recalling back to the days when all you had to do was just show up. All I know that it’s 2015 and as a society, we are shifting at a greater speed than ever! So it’s all about keeping up or getting pushed down. And don’t think of this as a bad thing. On the contrary, this is an exciting time. It has never been CHEAPER to market in terms of money but that doesn’t mean that it requires any less time or effort. It’s not about short cuts these days but more about strategy.


When you walk into your store and begin preparing for the day ahead, try to do the following:


  1. Pull out your phone.
  2. Check into your company’s Facebook account.
  3. Type in a Facebook status update that wishes everyone a great day or something else on a positive note, like a joke.
  4. Pick out a piece from your store’s inventory that’s relevant to the current time (isn’t Valentine’s Day coming up?) and put it on YOUR OWN hand.
  5. Snap a picture with your phone. Yes gents, we want to see those hairy fingers and yes ladies, we want to see that fresh manicure.
  6. Once you have done this, upload the picture onto Facebook (using your smartphone of course) with some text that may say, “I wanted to share with you one of my favourite pieces because…. (At this point, you can tell a heartfelt story as to why YOU like the piece without any supplier descriptions!)
  7. Do this every single day.


Need content Ideas besides you own product? I’m glad you asked! Here are some basic ones that everyone can relate on:


  1. Local weather.
  2. Recent local sports team updates.
  3. FOOD!
  4. Funny jokes (make sure everyone finds them funny, not just you).
  5. YOUR day. If you are having a bad day, talk about it. If you are having a great day, talk

about it! (Check your personal Facebook and you will see your friends talking about their food, clothing, political views, family and just about everything else!)

  1. Educational content (What is clarity mean? How do I find an appraiser? How do I get a custom ring done?)
  2. Where you are going for lunch.
  3. Tell a story (This may sound weird, but document your day using social media, this will allow others to see you and your store as “REAL” and not just someone trying to only sell them something).


In summary, think outside of the box when it comes to social media and try to get out of the thought process of being a jeweller! Instead, try to get into your customer’s head to find out what they want to read about. Talk about life and everything in it! Could you imagine having dinner with another person and all they talked about was what they did for a living? Well, it’s the same when it comes to a customer reading mundane information on their jeweller’s Facebook page.


Remember to post often, have fun and relax!


Please follow me on Twitter and Instagram @RyanHoltz1 so I can like all your posts! Also, visit for tips and tricks! CJ