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The most defining moment for me since I got involved in digital in 1997 was working with Seth Godin, and being a part of all that he did at that time and since to help people recognise the value of connection, engagement, and relationships.

As CMO of e.l.f. Cosmetics (EyesLipsFace.com) from 2008-2010, I pioneered a program to develop and utilise blogger relationships to exponentially increase and sustain the e.l.f. brand visibility, and because of the blogger energy, talent, and networks, the program provided the e.l.f. brand with a unique approach toward not just beauty, but also accessibility, interactivity and consumer engagement. At that time, the jury was still out on the business value of social media, but the success of this program confirmed for e.l.f. (and a few other previously skeptical businesses) that building relationships with consumers is absolutely of value to the company.

Businesses have gotten spoiled in the past few years by thinking they can track everything from initial contact to eventual sale. Sometimes due to this they forget how brands are built, the power of sharing, and the importance of relationships. The world has evolved, everyone has a voice, and customer experience is the only way to truly differentiate yourself. Ignore the capabilities of using social platforms to connect with your consumers at your own peril.

Brands/Companies that use social successfully reap the rewards of customer satisfaction, deeper employee loyalty, more effective knowledge sharing, improved brand reputation, lowered costs, and importantly, increased revenues.

Debra Sinclair is an International Social Media Trainer, Mentor, and Consultant, who is renowned for her authenticity, creativity, and strategic focus. As the founder of Liquid Mango, Debra helps SMEs build, activate and transform their online communities. Debra has worked with entrepreneurs, business owners and not-for-profits on their social media strategy, achieving dramatic increases in brand awareness, engagement, customer service, inbound traffic and productivity. Debra has provided one-on-one consulting, training and mentoring to business owners across a range of industries including fashion, health, human resources, business coaching, property and industrial automation.

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