Lion Brand Yarn Company launched its Facebook page in June 2009 and has since gained over 100,000 fans. Their strategy was to become a valuable source of information and community for knitters to earn the right to market to them. They created their Facebook page as a place for people to interact, become brand advocates, share stories and experiences, and for Lion Brand to listen to consumers and answer questions. They hired a graduate student who knits to be the consistent voice behind the Facebook page and maintain a calendar of planned posts.