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Mapping Out Your Social Media Strategy With Yelp's Lara Betthauser

2 20 32

Behind the Review host and Yelp's Small Business Expert, Emily Washcovick, shares a look at this week's episode of the podcast.

There's no question that it's difficult to run a business and a full social media calendar, especially as the rules of social media engagement are constantly evolving. Even with the best intentions and plans in mind, sometimes social media posting and tracking falls by the wayside.

Lara Betthauser, social media manager for the Yelp and Yelp for Business social media handles, knows how to get a campaign started. But more importantly, she knows how to keep it going, recently launching the Yelp for Business Instagram page, giving Yelp a voice online for businesses specifically.

That's what your social media is, essentially—your voice, your brand, your business's personality—in a digital medium. You can't be face-to-face with every customer, every day, but your online presence can.

Lara's previous experience working at a brewer's association—a conglomerate of small brewers—gave her an inside look at how small businesses can develop and maintain social media strategies, and she's brought that expertise to Yelp and its customers.

"With some of my background experience working for the brewers association, it was a similar concept [to Yelp for Business] with the brewers and brewery owners. They're doing everything. Not only are they the beer maker, they're the beer tender, they're also the janitor. So I tried to bring that experience into the Yelp for Business role," she said. "We're really trying to get at those business owners and see how can we break through the crowd and make an impact. One of the really big things we thought about was that [business owners] don't have time. So how can we give them tips, tricks, and inspiration really quick and upfront?"

When a small business launches, social media posting usually falls to the owner. It can be fun at first, and you might have some professional shots of your products or services to upload. However, as the business takes off, it can become more of a chore or just fall down the ever-growing list of priorities. Lara suggests a solid game plan to help alleviate social media stress.

"Just like........

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