Now that finals have wrapped up, it is time to do something we all tend to put off during the school year. Yes, that’s right—read for pleasure! What a concept! There is nothing better than sitting outside with an iced coffee and actually reading a book that isn’t a textbook and/or an assignment by a teacher.
So often we get asked by our Style Gurus—”What are you reading?” So we decided to bring together the CollegeFashionista community for a summer book club! Each month, we will be highlighting a must-read book in our new series—#CFReads. Read the book and then join us for a #FashionTalk on Twitter with the author and other CollegeFashionista book club members from around the world!
To kick off the series, it is our pleasure to welcome Aliza Licht. You may know Licht as the brains (and fingertips) behind the Twitter/Tumblr personality DKNY PR Girl. As a pioneer of social media, Licht knows a lot on how to successfully cut through the clutter and make a career in the competitive and always evolving worlds of fashion and social media. Licht is now sharing all she has learned and dispensing some seriously sage advice in her new book LEAVE YOUR MARK.
We caught up with Licht as she discussed her tenure with Donna Karen, how she keeps things fresh on social media and more!
Have a question of your own for Licht on how to LEAVE YOUR MARK? Join us for our #FashionTalk tonight (May 27) with Licht at 5 pm EST on Twitter as she discusses her new book and answers your questions live!
CollegeFashionista: You studied Neurobiology and Physiology as an undergrad—how and why did you decide to make the leap into fashion?
Aliza Licht: I grew up loving fashion and it inspired me throughout my high school years, but I never knew it could be a career. I loved science and I thought that studying to be a doctor—and more specifically a plastic surgeon—would combine both science and beauty. Through a summer internship in college I came to realize that my pre-med passion was not strong enough to carry me through the long haul that med school is. I had a personal epiphany that summer and realized that what I really wanted to do was always under my nose, I just couldn’t see it.
CF: You have been with Donna Karan for 17 years. What has it been like to grow your career within one company?
AL It’s been a blessing. I have learned so much and have been so fortunate to work with incredibly talented people who love what they do.
CF: How do you balance the very public DKNY PR GIRL while still having a private, personal life?
AL: It’s actually not hard at all. When I am with my family and friends I am totally tuned in. I’m the same person online and offline, but I have different circles. I think everyone can relate to different groups of friends. I see my Twitter friends as another group of friends!
CF: You are considered a social media pioneer. Where to you find fresh inspiration on how utilize social media from a brand perspective?
AL: For me it’s always been intuitive. I don’t draft posts or have content calendars. I am inspired by “the now.”
CF: Who are your favorite people to follow on social media?
AL: I like people with personality. @tomandlorenzo, @fuggirls, @missjennab (who is featured in my intro), @andilavs and @bagsnob. I met all of these people on Twitter and they have all become friends in real life!
CF: What inspired you to write LEAVE YOUR MARK?
AL: I was approached almost two years ago by an editor at Grand Central Publishing. Of course, I was flattered, but I was also intimated by the idea. I put it off for months, but she would keep checking back in. It was daunting because I didn’t really know what the book would be about. I have to feel passion for a concept in order to consider doing it.
My book had to have a purpose and I didn’t say, “yes” until I figured what that purpose was. I realized that I wanted to mentor. I started giving out advice on Twitter years ago with the hashtag #PR101. Every time I did that people would tweet back “that’s life 101.” So slowly but surely people would say, “Hey can I send you my resumé? Can you review my cover letter? I’m going on an interview; what tips would you give me?” So I would blog about all these kinds of topics and/or tweet back advice. Inevitably a few weeks later someone would tweet back and say “Hey, I went on that interview and I got the job. Thank you so much!” It was really gratifying to see how people came back around to tell me how my tips worked.
When I started to contemplate this book; I started to think about how many times someone has reached out and said, “I would love to grab a coffee and pick your brain about my career.” I started think about how work and coffee go hand-in-hand and how I start every morning with a red lipstick stain on my cup. Then it hit me. LEAVE YOUR MARK can be my way of grabbing coffee with everyone. I could be a virtual mentor.
CF: What are your big three dos and don’ts when it comes to social media?
AL: 1. Don’t ask for follows, likes etc. Put out good content and that will happen naturally.
2. Don’t think for a second that social media is a safe place to post whatever is on your mind. It will come back to bite you.
3. Don’t get aggressive. It’s not a good look and it will never end well.
CF: What is your advice to students wanting a career in social media?
AL: Make sure your own social media is an example of your best work because that is the first place an employer will check!
