[Spot Dessert Bar] has seen a 15% to 20% increase in sales since it started the social-media blitz, Mr. Rhee says. It’s also getting a wider reach; people in California, for example, are asking via Facebook and Twitter if Spot Dessert ships its concoctions

While Mr. Rhee doesn’t attribute all of the growth to online activity, he says the shop turned to social media when its original traditional public-relations campaign triggered a flurry of write-ups but no lasting boost in business. So, in November Mr. Rhee tapped another marketing firm, Small Girls PR, to create an online presence.

"We didn’t want [our social-media effort] to be seen as an advertising platform," Mr. Rhee says. "We wanted to kind of create a personality around our brand."

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    P.S. We were mentioned in the Wall Street Journal yesterday. If anyone we know has a copy of yesterday’s WSJ and wants...
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