Alexander Molchan took over the Soccer Mall Facebook account in 2011 and grew its followers from 189 to over 10,000 during his 4 years with the company. He made hundreds of posts showcasing his in-depth product knowledge and appreciation for the brand's culture. Many of his top posts promoted products in conjunction with major soccer events like the World Cup and Champions League. He also used Facebook to provide high-quality customer service in both English and Spanish.