Who are your posts reaching?

Content can make or break your social media platforms, so it’s important to have a plan. All types of people will frequent your Twitter feed or Facebook page, for instance, so create content for a wide variety of followers, including first-time jewellery buyers, your favourite customers, fellow business owners, and, of course, people who have never visited your store.

All this attention can be great for business, but beware. It’s not uncommon for criminals to hide among your followers, taking specific interest in your store and your personal activities. If you think about it, social media can help a criminal case a store without ever walking in the door!

As you consider content for your pages, be careful you don’t share information that could put your store at risk. For example, if you post several of your employees are headed to a trade show, a criminal could conclude your store won’t be as closely monitored in their absence. Closed for the holiday? Don’t broadcast your store is unattended. Criminals could see these as opportunities to strike, so sometimes it’s better to share your activities afterward when your store or business is operating normally.

A picture is worth a thousand words and angles

Photo sharing is very popular across most social media platforms. Think back to one of the last pictures you took and shared of your store. If it included your showroom, criminals could use that image to better understand your store’s layout. The same is true when including photos of your store on your website.

Online services allowing users to see a 360-degree view of your store from the comfort of a user’s own device can spell disaster for jewellers. While this may sound like a fantastic promotional idea, consider these photos make casing your business even easier for criminals anywhere in the world.