Even for brands that succeed in building a fan base, the work is not yet half done. The real trick after any promotions or ad campaigns that lure in fans is keeping them interested with engaging and useful content. Many brands take a page out of news organizations and set up editorial calendars that include new products, brand content and polling. That inevitably brings up the question of who is in charge of the page. Some brands, like Little Debbie and Friday's, hand it off to agencies, but others keep it in-house.
