• The Washington Post, Tuesday, December 6, 2011 11:50 AM

Richard Kallman, chief executive of Montclair, N.J.-based CupcakeStop, which started as a gourmet mobile truck in New York in the summer of 2009, riffs on his company's success at building business through social media. In November, the company opened its first kiosk at Staten Island Mall. "We’ve been able to grow during the recession and the current economic malaise by focusing our attention — and financial resources — on creating buzz to build our brand name," he said, adding that the company has 17,000 followers on Twitter and 5,800 friends on Facebook. "Social networking has been our number one source of advertising since we started."

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