Sara Lingafelter is the Director of Social Media for Portent, Inc. in Seattle, Washington. Sara honed her social chops first as an influencer and blogger in the outdoor industry, then as Digital Engagement Program Manager at REI, where she rolled out REI\'s local social strategy and contributed to REI\'s national social and content strategy. She has been working as a word of mouth marketer since the mid-90s, and her career has grown with the emergence and evolution of social media. Sara is not a mere marketer: she\'s a recovering attorney and brings that analytical experience to the practice of social media. She\'s a frequent speaker on topics in the social media arena, and teaches with the University of Washington\'s Advanced Online Marketing program.