Integrate's staffers update photos daily on Pinterest, where there are 28 "boards" and hundreds of pictures, including 21 of cupcakes and 51 of wedding cakes. They monitor conversations across Twitter, looking for ways to engage customers who are hunting for baked goods or entertaining ideas. They post larger photos and videos and text on Facebook.
The investment in social media has paid off. The company, which includes two stores and a mail-order business, is planning a third store in Houston.
"Our business is starting to get national recognition," Juck says, "and a lot of that comes from using all these channels."