Social Media Strategy Overhaul Before the Holidays

Optimize your social media strategy just in time for your busiest season
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Alright jewelers, it’s time to suit up. The holidays are quickly approaching. From cleaning your cases, to stocking up on the right tools and product for those holiday projects, there are a plethora of things you can do during this time. I’m here to say this: use this time to reevaluate your social media strategy! Social media can often be put on the back-burner, especially during your busiest months, but it is important to have a good social media strategy in place for the holidays.

Follow along with me as I break down a few tips and tricks on how to revamp your social media strategy.

Monitor Your Insights

When you start looking into your insights, you’ll realize you’ve got a ton of valuable information right before your eyes. Things like demographics, which images perform better, how many people your posts are reaching, and much more are all available to you. You can use this information to inform your future posts. For example, if you notice your photos of engagement rings are performing better than all of your other posts, it’s safe to assume that your audience is interested in engagement rings, and you can push them further on social (but don’t let your posts get too saturated with one type of content!). More engaged posts mean more people see your posts, which mean more people become acquainted with your business.

See the image below. What assumptions can you make based on this data? If you notice, the links we posted didn’t perform as well as our other types of content. This might tell me to post less links and more pictures/videos!

A breakdown of post performance from Stuller’s Facebook insights

Plan Out Your Posts

This one is a hard and tedious task, but trust me when I say that future you will thank past you, especially during the holidays! Take some time out of your day/week/month and plan. Download a monthly calendar from Google, plan which days you’ll post which content, and come up with the copy (marketing word for caption). Utilize popular jewelry hashtags by doing some research, and BAM! You have your social all set up for the next month. It’s harder said than done, but you’ll feel relief when you have a whole month’s worth of social posts done before the second week. This brings me to my next tip…

This is a daily breakdown of our monthly content calendar

Schedule Your Posts

I’ve talked about this before and I’ll talk about it again: schedule your social media posts! Take this time to learn and get a feel for scheduling posts, and get in a habit of doing it. It becomes much easier the more you do it, and before you know it, you’ll be mindlessly scheduling months in advance! At Stuller, we use the scheduling platform Sprout Social, but we recommend either Later or Facebook, which has a publishing platform called Creator Studio that is free for you to use.

A week of Stuller Instagram posts from Later’s platform

And that’s it! Get in the habit of utilizing these tips and tricks so you aren’t falling short on social during the holidays. Read up on some more of my social media blogs here to get you in the social media spirit. Godspeed!

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