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Leslie Berland has been leading the social charge to turn platforms like Facebook, Twitter, and Foursquare not only into marketing channels but new ways to transact. Responsible for the brand's first-ever social strategy, she's pioneering tools to entice cardholders to spend with AmEx and its merchants. Ms. Berland put Facebook at the core of "Small Business Saturday ," which carved out a special day for mom-and-pops during the all-important Thanksgiving shopping weekend.