It’s clear Facebook has allowed brands to interact and respond to consumers on an entirely new level in recent months. While many brands are sticking to the basics, some are trying out new and exciting apps, contests and tabs.

Here’s why Nike Women is my newest “like.”

I came across the page through a Facebook ad. I really love it when this happens, looks like my  interest in running listed on my profile paid off for the target.

Nike’s Get Fit app. The app is fairly simple: ask a fitness question, and Nike will respond with tips from trainers.The questions and answers are easy to find and nearly almost always tailored to women.

Rather than search across the web through forums for this type of information, Nike makes it easy to ask in one place, associates it with a brand I love and helps to build a community. I may not return to the page to find out when running shoes will go on sale, but the community base this app builds will make me return, and when a post of those sneakers on sale does show up, I may order a pair.

This is the secret formula missing to many social campaigns, take the time to discover your brand’s voice in a space and figure out what content your fans will value. These details will bring fans back in the long run and create the brand advocates you were looking for .