How to Make Facebook Friends and Influence People

Not long ago, Facebook introduced some major upgrades to their Pages. After some experimenting, I’ve managed to increase my Facebook traffic by about 50 percent, and I’m having a lot more fun. The key seems to be in the photo collages – perfect for jewelry lovers – and new stats provided for Facebook pages.


Overall, Facebook works best when treated as a micro-blog: an end in itself. Here’s what seems to work best for jewelry pages.


Plug yourself…but not too often. It’s fine to link to a blog post or product page – but, frankly, that kind of post is rarely my most popular. People want to know what you’re up to and will support you, but they also want pretty pictures and breaking news that affects them.


That suits me because The Jewelry Loupe is not a news blog. I don’t post quickies there, but I can move like lightning on the Loupe’s social media platforms. Everything I post on my Facebook page is related to jewelry but I try to make sure only one in five is what you might call self-promotional.


Use news to breathe new life into old content. Usually when I post to my Facebook page, I’m reporting something newsworthy – a record-setting pearl or winners of a jewelry contest. Sometimes I can do this while linking to my blog. I did this when Jacob Albee was named a finalist in the 2015 Niche Awards, managing to bring Jacob new admirers while breathing fresh life into a blog post I wrote five years ago.


If a piece of your jewelry places in a contest, don’t just link to the contest site, link to the product page on your website or online shop. And make sure to upload the best shot you have. It’s all about the pretty pictures.


Share and be shared. If you mention a designer, contest or retailer, tag them. Often they will then share the post with their followers. If I see something someone else posted that my readers will appreciate, I share it on my page.


Sharing someone else’s post is a lot easier than creating one from scratch and much appreciated by the original poster. Type @ and then the name of the designer or gallery (or whatever) and Facebook will usually find it automatically.


For people who “like” jewelry-related Facebook pages, photo collages are crowd pleasers. My own following increased radically when I started posting them, partly because a couple high-traffic Facebook pages began sharing them. When somebody with 40,000 followers shares something you post, you’ll see a remarkable spike in engagement.


How can you tell? If you notice a surge in “likes” and “shares” on something you post, click on “shares” and trace where they’re coming from. Chances are, one of them is in the Facebook big leagues.


Check stats for a progress report. Here’s where the new Page Insights come in. When you’re logged in, Facebook shows real-time stats for your page that are invisible to others. For example, if I post a link to a jewelry article, it may show “374 people reached” after a day or two. But if it goes viral, the stats beneath a post may show more than 5,000 reached in the same timeframe. Score a couple hits like that in a week, and your weekly page likes can go from 15 shoot up to 150.


After a while, you begin to catch on to what your fans want from you. Just make sure you’re getting what you want too.



CATHLEEN MCCARTHY is a freelance writer whose stories appear in Town & Country, AmericanStyle, Art & Antiques, and her own site, The Jewelry Loupe. Follow her on Facebook, Twitter and Pinterest.

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