The ‘generational reverb’

When I attended the Women’s Jewelry Association’s “In the Know” conference for the first time two weeks ago, I was blown away by all the speakers and the knowledge they had to share with the crowd.

Brecken Branstrator brecken.branstrator@nationaljeweler.com

One that really caught my attention was Benjamin Smithee of SPYCH Market Analytics, who was able to find a fresh way to discuss a much-talked-about issue in his brief speech--social media and how today’s users are influencing the consumer market.

According to Smithee, tastemakers are no longer just coming from the Millennial generation; social media and technology is closing the generation gap, as users constantly span more ages and generations. And, for the first time ever, Smithee said, we’re seeing a “generational reverb,” where a generation is not only influencing the ones that come after it, but the ones before it as well.

I had never thought of it in so many words before, but how true it is. My generation’s use of social media, tech, etc. has spread upstream as well as downstream. Our parents and even grandparents are taking cues from us about new ways to shop and be social, and technology allows for this transfer of knowledge to be faster than it ever has.

We’re also moving toward a mobile-first future. About 20 percent of consumers are already mobile-only, which begs the question for the jewelry industry, what are you doing to cater to this future? Is your website responsive, meaning it will adjust to any device? Are you allowing your consumers the opportunity to buy straight from their phone? If not, you could be missing a vital space for your business.

Additionally, we’re moving from social media to a “socialized web,” according to Smithee, which means that being social online is no longer just about a specific network page or site, it’s an attribute. For jewelers, and many other industries active on the Internet, this means that if you don’t have social media or it’s not engaging, you’re missing out on a critical way of reaching your clients.

He said the important part is providing a place for conversation to happen. The jewelry industry has an advantage on the social web not only because the product is so visual but also because of its reach across consumer groups. Fashion and luxury are categories that speak to many, and are part of a conversation that is constantly happening.

You can see what’s relatable and how people are using your product through the numerous posts, images and, especially, hashtags. Besides figuring out what’s trending and which hashtags you yourself should use, you can also

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use the tool to see what time the most people are on and posting, meaning you’ll reach the most users. It’s a non-intrusive way to “ride the social wave.” This is how Smithee himself gets the brands he’s working with exposed to consumers.

(If you need more tips on how to establish an engaging, effective social media page, check out this story I wrote after attending a seminar at the JA New York Winter show led by Likeable Jewelers CEO Dave Kerpen.)

All this being said, it’s increasingly important for the industry to take a good look at social media strategy and where they can best fit into the rising socialized web, tapping into more age groups than ever before.

I’m happy National Jeweler can help provide a space for this conversation to happen. So tell us, what are your strengths and what do you think you could work on? What have you learned as you’ve established your own social voice? And are there any brands or stores that you think are really setting the best example?

Brecken Branstratoris the senior editor, gemstones at National Jeweler, covering sourcing, pricing and other developments in the colored stone sector.