Senior management at Lego Group are being made to sit exams about social media, aimed at educating them in the importance of communication with customers.

Lego has created a development programme for the managers. The day course will end with both theoretical and practical exams.

The aim of the exams is to show everyone in the company ‘what it is to be social.’ The practical tests culminate in members of management having to compose a post and post it on the Lego Facebook page.

Lars Silberbauer, Lego’s director of social media, said ‘I think what is lacking sometimes with big brands is that they don’t get what a social connection is about. Companies need to be focused on creating this: it’s not about creating content but about creating a connection.’

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