Technology

Designs on Marketing: Facebook Fundamentals

TechnologyOct 29, 2019

Designs on Marketing: Facebook Fundamentals

Jacqueline Stone gives eight tips for creating a Facebook presence that builds a loyal, engaged following.

For National Jeweler columnist Jacqueline Stone, setting monthly intentions helps her create quality content to post on her own business Facebook page.

Back in the day (early 2004), Facebook was all the rage. It was a new technology that had a mere 1 million early adapters worldwide. Instagram didn’t even exist!


Recovering jewelry designer Jacqueline Stone is CEO of her own marketing consulting and coaching business, Bubblegum and Duct Tape.Fast forward to present day. While Facebook might not be “sexy” or “cool” to the younger generation anymore, it’s still the world leader as far as community volume—as of March 2019, Facebook reported having more than 2.41 billion active users.

If you are ignoring this social media channel, you are doing yourself a disservice as this might be the place where your target audience lives. Instagram has a younger demographic, while Facebook seems to span several generations.

From a 13-year-old boy to an 80-year-old grandmother, it’s still the place where we share images, memories and funny memes.

Here are my best practices to help you create a Facebook presence that builds a loyal following with steady engagement.

1. Keep It Short and Sweet

I’m dating myself, but do you remember when Facebook used to have prompts? You were encouraged to write a sentence with you as the protagonist. Times have changed, but if you adhere to the original formula you can’t go wrong.


An interactive post from Tuklu Jewels
Use one sentence, maybe two, to update your feed. Better yet? Finish with an open-ended question. Remember, social media was invented so we could get social; the softer the sell, the better.

Karla Refoxo of Tulku Jewels doesn’t primarily focus on the products she sells but on the story.

“People love the story behind my brand, all aspects of it. Where it is from, how is it created and our philosophies,” she states.

2. Don’t Use Hashtags

Unlike Instagram and Twitter, where the hashtag game is strong, Facebook is all about keywords. I’m not likely to type in #dreamring, but I may type in “engagement ring,” meaning: If you are an engagement ring designer, please use this phrase in your feed as well as your services in your profile.

If you are using a social media scheduler and like to repurpose content across mediums, be sure to delete your hashtags and shorten your text for Facebook.

3. Share Your Expertise

While it might seem counterintuitive, Facebook is much more about sharing knowledge and interesting tidbits while Instagram is a bit of an art piece.

Facebook allows us to use live links.

Be sure to take advantage of this feature! You definitely want to drive traffic back to your own website, but be sure to pepper your feed with interesting articles or web discoveries that relate to your industry as well.

People want to see that you’re on the pulse and if you’re sharing content that interests them, they are likely to come back for more.

4. Videos Are King

According to Sprout, a social media scheduling platform, videos have 135 percent more reach with each post. With the wide variety of video editing tools, both free and paid, you would be wise to include these as much as possible.

Not in the mood to become a video editing maven? Perhaps Facebook Live is the tool for you. When you go live all your followers will receive a notification, which means if they are online, they are likely to stop by to see what you have to say.

However, please be mindful in your dialogue. The biggest mistake is for business owners to go on about themselves and their product offerings. I suggest you speak to your audience like you were talking to your best friend. Address them as “you,” and be sure to keep in mind the value add.

When you discover something cool and want to share it with your pals via text, how do you go about breaking the news? Don’t get on a soapbox and speak esoterically. Relate it to your own experience and why you think this would be useful for them as well.


Facebook imagery from jewelry designer Delphine Leymarie


5. Consistency Is Key

Just like Instagram, best practices include posting at least once a day, twice if possible. You want to post in the morning and afternoon.

I hate to say it, but we often fill time by playing on our phones. In the morning, people are either commuting or just getting into work. Like any good procrastinator, they may jump on their phone for a few minutes while drinking their morning coffee. It is a great time to catch their attention. This also happens during the mid-afternoon slump.

Be sure to post at roughly the same time each day so your audience can count on you. Even if you aren’t showing up in their feed, if they really like what you have to say they are going to make the effort to drop by and read your post.

6. Interaction Is Essential

Nothing turns off a potential customer more than radio silence. Just like Instagram, community engagement is the key to success. If you are posting twice a day (whether live or with a scheduler), it’s essential that you are logging in twice a day to see how your audience is responding to your post. You want to reply to comments and thank your community when posts are shared.


National Jeweler columnist Jacqueline Stone says that when it comes to posting on Facebook, setting monthly intentions helps fuel quality content.


7. Set Intentions

Many of us struggle to come up with content. If you are throwing something up on your wall just for content’s sake, it falls flat; your audience can feel that struggle just as much as you do.

Why not try setting a monthly intention for your digital marketing efforts across all channels? Pick an intention or topic for the month and build your calendar around this purpose. Start with your blogs and/or emails and then match your social posts to follow.

For example, in the month of October I set my intention to simplification.

In the first week I wrote a blog about the importance of delegation in order to simplify daily tasks and put more energy toward growth. Each of my social media blogs shared tips on delegation, shared statistics on the practice and offered ways it could work for you. Not surprisingly, engagement with my audience was excellent.

Try out intention-setting and see how it works for you. The posts carry more authenticity as you are simply sharing bite-sized pieces on a larger topic that has meaning to you and your brand.

8. Use a Social Media Scheduler

Does it seem overwhelming to go in and post each day on Facebook? Perhaps using a social media scheduler is more your speed. It allows you to plan out your content for the next week (if not longer) and often runs automatically.

You can find a review of social media schedulers on my website. I strongly suggest you go with the one where you like the interface the most. Remember this is the tool that will help you organize and implement content. You want it to feel fun and easy!

Jewelry designer Delphine Leymarie says: “I’m often duplicating content across Instagram and Facebook, but I seem to have a different audience on each platform, with little overlap. It may not seem like much of a time saver, but every little bit helps when you run a busy business with a small team.”

Hopefully these eight Facebook insights inspire you to play with the often-overlooked Facebook.

Unfortunately, there isn’t a straight path to success on this medium and it often takes quite a bit of experimentation. The key to creating an engaged following, much like Instagram, is consistency.

More often than not, I see clients give up on this channel as they aren’t seeing results, but don’t. It takes consistent effort over time to see results.

A recovering jewelry designer, Jacqueline Stone has a diverse background in finance, marketing, advertising, product development, fine jewelry manufacturing, design and sourcing. She now serves as the CEO of her own marketing consulting and coaching business, Bubblegum and Duct Tape. Stone can be reached at hello@bubblegumandducttape.com.
Jacqueline Stoneis a recovering jewelry designer who now works in marketing and runs her own e-commerce site, TotemsandTarot.com.

The Latest

Supplier BulletinJun 24, 2022
AGTA GemFair™ Denver is the Place to Be in September!

Sponsored by AGTA

Recorded WebinarsJun 24, 2022
Vegas Jewelry Recap: The Editors Weigh In

Watch the webinar in which National Jeweler’s editors talk about jewelry market week trends and their predictions for the rest of 2022.

MajorsJun 24, 2022
Banter by Piercing Pagoda Celebrates Pride with ‘SayGay’ Necklace

All proceeds up to $25,000 will benefit the It Gets Better Project, a nonprofit that supports LGBTQ+ youth.

Brought to you by
Discover The Extraordinary Italian Jewelry In Las Vegas!

Experience all the Italian Jewelry market has to offer in Las Vegas.

CollectionsJun 24, 2022
Piece of the Week: Marie Lichtenberg’s Hidden Message Locket

It’s a reminder that life is best lived with discretion.

Weekly QuizJun 23, 2022
This Week’s Quiz
Test your knowledge of the latest jewelry news with this quick test.
Take the Quiz
EditorsJun 23, 2022
Antique Show Observations From a First-Time Attendee

Associate Editor Lenore Fedow shares her impressions of the Las Vegas Antique Jewelry & Watch Show and a few of her favorite finds.

GradingJun 23, 2022
AIGS Launches Grading Report for ‘Santa Maria’ Aquamarine

The Asian Institute of Gemological Sciences aims to set a color standard for the trade name.

Brought to you by
3 Reasons to Offer Estate Buying at Your Store

Provide your customers with a seamless selling solution by partnering with Windsor Jewelers, Inc.

SourcingJun 23, 2022
Rough Diamond Sales Rise Again for De Beers

Sales were up 36 percent year-over-year in June and are pacing 24 percent ahead of last year at this point.

AuctionsJun 23, 2022
Auction House Freeman’s Appoints First Rep in Florida

Kate Della Monica, a senior specialist in the Jewelry and Watches department, will relocate to the Sunshine State.

Lab-GrownJun 22, 2022
LVMH Luxury Ventures Sinks Money Into Lab-Grown Diamond Start-Up

LVMH’s investment arm has taken a stake in Lusix, a lab-grown diamond company based in Israel.

AuctionsJun 22, 2022
Here’s How Two 100-Plus-Carat Diamonds Did at Auction

Sotheby’s New York put a colorless diamond and a fancy deep orange-brown diamond up for sale last week, with mixed results.

CrimeJun 22, 2022
Leviev Diamonds Launches Bracelet to Help ‘Tinder Swindler’ Victims

Profits will help them recoup financial losses.

MajorsJun 22, 2022
Swarovski Names First Non-Family CEO

Retail veteran Alexis Nasard will step in as CEO on July 4.

SourcingJun 22, 2022
Edward Asscher to Remain WDC President for Another Year

The organization also extended the terms of Vice President Feriel Zerouki and Treasurer Ronnie VanderLinden.

ColumnistsJun 21, 2022
State of the Majors 2022: Reflections on Resilience

After suffering a professional setback, columnist Peter Smith reflects on our ability to bounce back even when the hits keep on coming.

IndependentsJun 21, 2022
Jeweler Tommy Glatz, Known for Being Creative and Kind, Dies at 68

Glatz owned and operated Glatz Jewelers in Aliquippa, Pennsylvania for more than 40 years.

Events & AwardsJun 21, 2022
24 Karat Club of Southern California Will Honor These Industry Leaders

The organization will present three awards at its annual dinner, dance, and gala in October.

MajorsJun 21, 2022
David Yurman Hires Chief of People, Strategy

Former McKinsey partner Emily Yueh marks new president Evan Yurman’s first hire.

TrendsJun 17, 2022
Britney Spears Wore Over $500K of Stephanie Gottlieb Diamonds at Her Wedding

The New York jeweler also made the pop star’s wedding bands.

AuctionsJun 17, 2022
5-Carat Paraiba Tourmaline Ring to Hit the Auction Block

It’s predicted to sell for up to $484,000 during the Bonhams Hong Kong Jewels and Jadeite auction on June 22.

Events & AwardsJun 17, 2022
WJA Foundation to Offer Tech Scholarships for Women of Color

The recipient will receive up to $17,500 toward a tech-focused certification or program of their choice.

CollectionsJun 17, 2022
Piece of the Week: Gemella’s ‘Stella’ Necklace

It’s as versatile as it is glamorous.

Supplier BulletinJun 16, 2022
HiBid Is A Jewelry Lover’s Best Friend

Sponsored by HiBid

MajorsJun 16, 2022
Helzberg CEO Beryl Raff to Retire

Chief Financial Officer Brad Hampton will take over as the retailer’s new CEO.

CollectionsJun 16, 2022
Kirk Kara Unveils ‘Rayana’ Collection, New Bridal Styles at Luxury Show

Its new collection with subtle swirl designs draws inspiration from the family’s Armenian roots.

WatchesJun 16, 2022
Tudor Opens LA Flagship Boutique

It’s located at the Westfield Century City outdoor shopping center.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy