Like many restaurant executives, Bruegger’s Bagels franchise development manager Holly Ryan found herself thrust into the role of managing her chain’s social-media presence. After a year of leading the effort, Ryan had grown Bruegger’s Facebook fan base from 600 to more than 45,000 fans at the end of May by distributing coupons and engaging people in trivia contests.
 “It was just viral,” she said, “and it wasn’t anything we were paying ...

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