There's no place in Manhattan's SoHo neighborhood quite like Citibabes.
The 6-year-old, 10,000 square-foot family-membership club specializes in preschool and after-school programs; it also houses a gym, gourmet cafe and boutique for parents.
"The whole idea is that we're an urban oasis for families," says co-founder and CEO Tracey Frost.
So far, the club has attracted 400 dues-paying members, including celebs Gwyneth Paltrow, Heidi Klum and Christy Turlington.
Engaging preschoolers all day is hard work, so the last thing Frost wants to do is devote time to managing the digital footprint of her business.
Yet there's an ever-expanding world of platforms and social networks begging for attention.