Social Media Rayovac using social media to recharge an established brand Best known for batteries, the company has seen huge responses to a virtual snowball fight on Twitter and an ‘indestructible’ flashlight challenge using Tumblr. By Matt WilsonMarch 24, 2011 SHARE To read the full story, log in. Become a Ragan Insider member to read this article and all other archived content. Sign up today Already a member? Log in here. Learn more about Ragan Insider.