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Expanding Your Social Media Reach: Strengthening Local Connections

Expanding Your Social Media Reach: Strengthening Local Connections

Facebook has been a major source of frustration lately for many jewelry retailers. The social media giant has adjusted its algorithms in such a way as to significantly limit the organic reach of posts being shared on business pages. Companies that had been consistently reaching hundreds or even thousands of people with their content now see those numbers reduced to a few dozen.

Facebook says these changes are occurring to enhance the user experience; a more accurate, albeit cynical, analysis would include the fact that Facebook wants business owners to purchase advertising in order to expand the reach of their messaging. That is certainly one tool available to the business owner. Another option is to leverage your local connections in order to get your content in front of more potential customers.

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As a jewelry store, you’re far from being the only business in your town. There are other enterprises all around you: restaurants, flower shops, hotels and convention centers, apparel stores, art galleries and so on. Chances are that the majority of these businesses also have a Facebook presence. It is a good idea to start exploring which local businesses you’d like to be aligned with on social media.

Start this process by talking with your customers. Ask them where they like to eat, hang out, shop and so on. The more frequently a business is mentioned, the more important it is to your marketing plan. At a minimum, you’ll want to like these pages on Facebook, and periodically share their content on your page. You can’t assume that the other company will reciprocate automatically, so plan on doing a little personal outreach: in some instances, jewelers and affiliated businesses (particularly restaurants, florists, and clothing boutiques) wind up doing joint promotional events, while in other instances, the engagement is much simpler: you share their posts once or twice a week, and they do the same for you.

This technique is fairly simple and straightforward, and it can benefit both businesses in multiple ways. Having a post shared will automatically expand its reach; having a post shared with a targeted group of local customers who are likely to be interested in the messaging can result in greater brand visibility and sales. Additionally, promoting nearby businesses and other groups will be very appealing to that portion of your customer base that values local community. The time commitment is a little intense in the beginning, particularly if you need to do a lot of in person connecting, but it does bear rewards fairly quickly and is effective at expanding your content’s reach.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office