Meet Nikki, Senior Community & Marketing Director for Yelp Charlotte.
Meet Nikki, the senior community & marketing director for Yelp Charlotte.
What’s the purpose of your brand?
Yelp connects people to great local businesses.
How long have you worked with/on your current brand?
My five year anniversary with Yelp is in a couple weeks!
How many people are on your team?
Here in Charlotte, I’m currently solo. My Intern/Marketing Assistant, who was with me 1.5 years, moved to DC right after graduation. The timing was unfortunate with both my personal calendar and work calendar (in the midst of planning three large scale events). So, the search process and hiring has been delayed. I do have a few Brand Ambassadors that I use to work marketing booths at large events we sponsor.
How do you adapt your account to popular/trending themes?
It’s crazy how much and how quickly social media changes now. The key is not only staying on top of all trends, but finding a way to incorporate so it doesn’t change your voice. Before I post any content, the first thing I ask myself is, “does this sound Yelpy? Is it on brand?”
Tell us about the craziest mention you have ever received or conversation you’ve been pulled into…
Steve Smith Sr is a huge fan of Yelp. He writes reviews and uploads pics. Because of those conversations and interactions on Twitter, [Yelp] developed a relationship with him and his foundation. We sponsor his events, he’s been a guest on my Yelp Charlotte Podcast, and it has all led to a dream event I’m working on right now to benefit his NPO in late September —Yelp’s Wing Fling.
What is the post you are most proud of?
While the @yelpcharlotte account is mostly a curated collection of food porn, I couldn’t pass up a shot to combine the two loves of my life: the Panthers and my six pound Yorkie.
What do you wish people knew about your role/account/brand?
I think with any brand, a lot of people don’t realize just how much work goes into social media. It should be a full time job in itself. There’s no days off and your day doesn’t just end at 5pm. For me, [social media is] just one of the laundry list of hats I wear in my role. I love my job, and more than anything, believe in what my company does. I hear the stories every day from business owners who are beyond grateful to Yelp for putting them on the map. The questions I get probably the most often are, “is this your full time job?” and “what exactly do you do?” Yes, and it’s not 40 hours a week, it’s usually more like 60. Among the things I do: throw a ton of events (typically 3-5 a month, including four or more large scale events a year), work with local businesses owners on how to use all the free marketing tools on Yelp, host a podcast, appear in TV segments across multiple media outlets, manage all social media, curate a weekly emailer, sponsor/support local events, grow our online community, attend networking/media/influencer events, etc.
Whose social media do you admire? (locally or nationally)
I’m a huge fan of Allie with @eatdrinkclt. I’m still amazed and in awe of what Ted and Katie have built with @CharlotteAgenda. Vestique does a great job (or I’m just weak and black out every time they post something).