Look Book

36 www.thejewelrybook.com It is now 2020, the beginning of a freshly minted decade and a great time to imple- ment change! Consider rejuvenating your social media look and voice through some strategic thinking and new tools. EASE UP ON SALABLE POSTS We all use social media to connect with current and prospective customers. Lately, I've noticed that more and more designers and jewelers use Instagram and Facebook's direct in-app shop tabs on posts—but almost too many of them, too often. As a rule of thumb, include a few posts without the shop tabs embedded in them. Place these between shoppable posts. Us- ing only hard-sell posts risks turning off your customers. Think of the mailers and other advertising your brand does; people start to tune out when all you're doing is selling to them instead of connecting with them. Some- times the best sales come from just staying in contact with your customers. In my expe- rience, interspersing non-shoppable posts with shoppable ones will help you get better engagement numbers, growth on accounts, and a stronger community that is more connected around your brand online. U PGRADE YOUR EQUIPMENT When was the last time you invested in your in-house technology for photos and social media? If your answer is two years or more, then it's time for an update! The type of camera or phone you use is integral to posting quality content. If you prefer a traditional camera, then know that expensive and clunky DSLR cameras are out and mirrorless point-and- shoot cameras are in! DLSRs require large bags, tripods, and multiple lenses. It takes years of experience to master them, and their mirror-based construction is sensitive to humidity, which can cloud image repro- duction. Newer mirrorless cameras are sensor based, eliminating interference on lenses from weather or dust, which can compromise operation and the capture of clear images. Cameras like the Alpha Series from Sony or X Series by Fujifi lm are compact and easy to use and create excel- lent-quality images for the web, ads, and social channels. If you are using a mobile device for an all- in-one approach, then Android phones are the best (in my opinion). Although the lat- est Apple models perform great for video content, so does the Samsung Note series. Plus, with Android you'll have more edit- ing options, better macro lenses built in, and more true-to-color sensors. I've been using Android devices exclusively for over seven years for all of my content creation. Attachment lenses for cell phones are inex- pensive—many are about $20 or less—and their tripods are much smaller and easier to handle. In fact, I keep all of my cell phone camera gear in a compact, zip-up pouch I got from a cologne purchase. But no matter the number or type of updates you'll consider making in 2020, know that the start of a new decade is a great time to institute meaningful changes that will boost your business for years to come. B Y BENJAMIN GUTTERY, G.G. New Year, New Social Opportunities Limit hard-sell posts and upgrade camera equipment for 2020 success. www.k-mita.com 646-633-4573 JCK TUCSON February 5-8 Booth DC19 ACC BALTIMORE February 19-20 Booth #1208 SOCIAL SETTINGS/NEW YEAR, NEW SOCIAL OPPORTUNITIES No matter the number or type of your updates, a new decade is a great time to institute changes that will boost your business in the years to come.

• Cover