Texas-based cosmetics company Mary Kay leverages its network of beauty consultants to generate and share content for social media, says Chief Marketing Officer Sheryl Adkins-Green. One campaign involving a global makeover contest generated 44,000 submissions and became a viral hit. "We have 3 million beauty consultants who are out talking to women, involved in their community. So we have an amazing database of talented women sharing their ideas," Adkins-Green says.

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