Many businesses wrongly think that Social Media is just another advertising channel. It most definitely is not. Successful programs seek to build relationships and communities of people with common interests and end benefits. The fastest way to learn how this all works is to find and join a few groups that are related to the type of jewellery business you are dealing with. Get to know who the active people in the group are from time to time. Get to know what topics are being discussed in the forums. When you are comfortable, and see an opportunity, get in on a discussion. This will help get recognised.