During her time running the DKNY PR Girl Twitter account, Aliza Licht was only asked to delete one tweet. Licht worked on the PR and communications team at DKNY when the company began putting together initial Facebook and Twitter strategies. Social media marketing strategies have only become more complex since then, but the brand-as-relatable-friend voice has held strong. After leaving DKNY, Licht wrote a book titled “Leave Your Mark,” and she currently serves as the evp of brand marketing at Alice + Olivia. She discusses the evolution of authenticity in social media, branding and storytelling, and Amazon vs. wholesale.