Lego’s social media strategy excites hard-core fans, attracts new customers

Head of social engagement at the world’s second-largest toy company pushes for more real-time connections with customers across many platforms.

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It wasn’t all fun and games in 2011 when Lars Silberbauer joined Lego, the world’s second-largest toy company.

Hired to develop a social media strategy for the family-owned company, Silberbauer wasted no time. In his first month on the job, he said he administered “shock therapy” to the organization to stimulate its presence on social media. Results came quickly.

“We could see that started changing the company” he said in this Ragan Training session, The Bricks of Curation: Distribute Customized Content That Your Audience Values.

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