Best Practices Case Study #3: Lion Brand Yarn - The Craft of Community

Lion Brand Yarn built their social media success by developing a voice that was more "friend" than "corporate representative". After launching a blog and podcast in 2007, Lion Brand Yarn discovered that customers who engaged via the blog and other forms of social media were more likely to make a purchase. Using this information, they developed blog topics that increased revenues, improved customer loyalty and featured customer insights. Join Lion Brand Yarn’s Vice President of Marketing, Ilana Rabinowitz, agency account consultant Paull Young, from Converseon, and Grace Jones, a consumer who was named “Star Contributor” by Lion Brand Yarn, to learn the secrets of their social media engagement across multiple platforms.