Stone Column: The Power of Social Media

As I write this, I am in Jacksonville, FL, attending Total Solutions Plus 2021. The conference, which brings members of the tile industry together each year, provides a place for networking, socializing and education – with topics ranging from business issues to technical installation subjects.

This morning, I sat in on a very informative presentation about social media, which was led by Sharon LaRiviere, senior digital marketing & SEM strategist for Laticrete. While LaRiviere’s presentation was directed at tile contractors, it can also apply to fabricators. Therefore, I thought I would share a little of her discussion with you.

The session, entitled “How to Use Social Media to Differentiate Your Business,” focused on Facebook and Instagram. LaRiviere brought up five points that she stressed should be done immediately for those looking to grow their business through social media. They include:

Make a plan
Create great content
Be consistent
Measure/Analyze/Repeat or Adjust
Continuous Education

“Content is king,” she said. “It is important to think about what you want to show upfront. Take time to do research. See what your customers want to see.”

LaRiviere also said a good tip is the 80/20 rule of thumb. Only 20% of posted content should be promotional or sales oriented. The other 80% should be educational or social. Share trends or post finished projects. “I recommend video posts,” she said. “People watch them more. They are very popular.”

LaRiviere encouraged participants to think outside the box. “Don’t be afraid to try new things,” she said. “Not everything will work, but that is the nature of social media. Consistency is queen in my book. Not necessarily how much to post, but post consistently. Show you are active.”

These are only a few points that were touched on during the presentation. The bottom line is that you might do incredible work, but if the public doesn’t see it you might be overlooked for that next job. Social media only continues to grow in popularity. Use it to your advantage to get ahead of your competition and grow your customer base. This is a topic worth talking more about. Look for stories to come on this subject soon.

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Launching her career with BNP Media in 1996, Jennifer Richinelli is the Editor-in-Chief of Stone World, a leading publication serving the global stone and tile industry. With a strong background in journalism and trade publishing, she oversees the magazine’s editorial direction, delivering in-depth coverage of industry trends, innovative technologies, architectural applications and breaking industry news.

Throughout her career, Jennifer has built a reputation for connecting industry professionals with valuable insights, highlighting the work of fabricators, designers, architects and other industry leaders. Known for her thoughtful editorial voice and commitment to quality content, Jennifer continues to play a vital role in shaping conversations within the stone industry while fostering a platform that celebrates craftsmanship, innovation and design excellence.

In 2010, the Spanish Ceramic Tile Manufacturers’ Association (ASCER) awarded Jennifer with the International Journalism Award for her extensive coverage of the Spanish tile industry. Additionally, she was the recipient of the 2026 Coverings Champions People’s Choice Award.

email: richinellij@bnpmedia.com | office: (201) 245-5204