Think about your social media goals before taking to the Twittersphere, said Aliza Licht, author of 'Leave Your Mark' and Senior Vice President of global communications at Donna Karan International. Licht added that building your own personal brand on social media takes a great deal of care and should not be taken lightly because a single bad tweet can undo years of hard work. She said she tries to tell a story, not simply sell shoes or shirts, on her highly followed DKNY PR Girl Twitter feed. Finally, Licht said she expects fashion and technology to mix only if it has a specific purpose and looks stylish.