Nothing highlights the dynamic nature of business more than the rise of social media. As tablets, iPhones, e-readers, and cell phones of all kinds are used 24/7 this creates great opportunities for businesses to be in permanent interaction with their customers and (most preferably) their fans.

One of the people using this trend to reach consumers is Peter Espersen of the Lego Group. Peter, also known on Twitter as @VirtualPeter, is the Online Community Lead of the Danish-based Lego company. Still privately held by the Kirk Kristiansen family, who founded the Lego brand in 1932, the Lego Group is engaged in the development of children’s creativity through playing and learning.

Based on the world-famous LEGO(r) brick toys, experiences, and teaching materials are provided for children in more than 130 countries. Yet, it’s not just young children. Also, older ones, let’s say children with an average age of over 40 … Peter is involved in that, using a social media platform called ReBrick.