For K’NEX, social media is a core function that is integrated with our marketing efforts. In addition to social media activities designed to maintain and develop relationships with our fans, we add social media efforts to traditional marketing programs. For example, when we ran the Golden Mario promotion in 2011, we used social media to generate awareness of the promotion and to share the actions we took when overwhelming interest crashed our server. Social media is another tool in the marketing toolbox.. Social media is another tool in the marketing toolbox. We seldom use a single tool when reaching out to our fans and look for ways combine traditional and digital tools to super charge our communication efforts. For example, we have a four prong approach when introducing new products.