Ernie Keebler and the elves had been so busy baking cookies inside the hollow tree that they’d missed out on the social media craze. Ernie threw himself into figuring it out, discovering Facebook and Twitter and engaging with the world in entirely new ways. The Cookie Monster, William Shatner, Mr. Owl, and a Ghost Hunter all got in touch, along with countless friends, old and new. By the end, sales had risen by 14%, proving that even the busiest elves can catch up, and thrive