How a Beverly Hills bakery is keeping up with customers on Facebook

Sprinkles Cupcakes in Los Angeles is building buzz for its sweet treats by posting a secret word -- such as "ganache" or "love" -- on Facebook that fans can whisper in a store for a free cupcake. The company uses its fan base of 70,000 to decide its next location, as well as address customer feedback. "Requests. Complaints. We're watching. It's not just me, it's our entire team," said bakery President Charles Nelson.