It’s a common misperception that social media is only for young and innovative users and brands – but 113-year-old Lionel Trains has proved the naysayers wrong. Capitalizing on the Christmastime tradition of families setting up model trains as part of their holiday display and the popularity of train-themed holiday favorite The Polar Express, Lionel Trains launched an engaging and effective Facebook campaign earlier this year. By leveraging available metrics and listening carefully to the online conversation, the brand engaged with existing fans as well as fans of The Polar Express. For more on this successful – and seasonally relevant! – campaign, read the full story from Mashable.