"I think people assume that just because they've got fans, they're going to get revenue," Rubin says. "I don't think it correlates to that. I think having fans gives them the audience to engage with. More importantly, instead of saying, 'Here's what the soup is today,' maybe say, 'What's your favorite bagel?' or 'What's your favorite topping on a bagel?'
"That's extremely powerful, because you're saying, 'I don't mind giving you something, but in return for giving you something, I want to be able to communicate with you.' That's where the shift in social marketing is going to."