January 26, 2011, 3:42 PM

Social media with a focus builds relationships and sales

The key to a social media plan is concentration, says IRCE speaker Deborah Shearer.

Lead Photo

Deborah Shearer

Twitter and Facebook may be engaging new ways to build brand awareness, but social media also can help generate sales, says Organize.com vice president of marketing and merchandising Deborah Shearer.

Shearer will speak at Internet Retailer’s Conference & Exhibition 2011 in San Diego on June 17 from 8:30 a.m. to 10 a.m. in a session entitled “Innovative ways to make social marketing work for you." She says the key to implementing a successful social media and commerce program is building a strategy around a particular idea or theme.

“I will be talking about how successful social marketing can help companies stand out in their niche and develop an even better ongoing dialogue with their customers,” says Shearer. “I am looking forward to making our panel fun.”

Since launching a presence on Facebook and Twitter nearly two years ago, Organize.com has developed and refined a social media strategy that generates sales of up to $18,000 for a single special event. Those special events, which Organize.com calls “parties” and hosts on Facebook and Twitter, often are held on a Wednesday evening in the middle of the month from 6 p.m. to 8 p.m. Pacific time in order to capture a window of time when busy working moms have a chance to relax after a hectic day. “They expect us to be the expert and to keep it real,” says Shearer.

In her session Shearer will demonstrate to attendees how social media can build better relationships and sales.  “I will be telling people: ‘You can do this but you have to be yourself,’” says Shearer.

Internet Retailer’s editors asked Shearer to speak because she is a principal of Organize.com. Before starting the company with her husband, Terry, she worked for 12 years in the storage and organization industry and six in the crafts industry. Shearer also has designed and manufactured children’s clothing under her own label. She is a social media advocate and editor-in-chief and founder of the Mrs. Organized blog, where others who are passionate about organization can share their thoughts, ideas, advice, stories and lifestyles.


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