We caught up with the brilliant and insightful Laura Barrett Larkins a few weeks ago and have shared our conversation below.

Alright, Laura thanks for taking the time to share your stories and insights with us today. What do you think Corporate America gets wrong in your industry? Any stories or anecdotes that illustrate why this matters?

I think a lot of corporations and even startups REALLY overcomplicate social media. At it’s core, social media is supposed to be a way to CONNECT, and while it is a useful sales tool, you have to find the connection first. You can have the most data driven strategy in the world but if you’re not thinking about your consumer and meeting them at their level, people will feel that you are purely trying to sell them something. Now more than ever, people want to buy from brands that CARE about them and/or have a deeper purpose. Businesses really need to think about those things first, instead of only focusing on the bottom line.

I always tell my clients to focus on what they can GIVE their consumer, not just what they want to get from them.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I work mainly in social media marketing doing content creation, strategy, developing storylines, and developing a brand narrative.

My business can be so random and multifaceted but that’s what keeps its fun. I am essentially a solopreneur, but it’s tough to see it that way because I work with a lot of people and a lot of different teams. I sub-contract my services to agencies on occasion that don’t have an existing social media department and I often put together teams for clients that I end up working with for years to come.

I got into this industry, really, before it WAS an “industry” when Instagram came on the scene I was just a girl with an iphone taking photos of my life. Some friends even made fun of me because I posted so many photos of just myself or my outfit when most of them were using it to share group photos of nights out. Eventually, brands started reaching out to send me complimentary gifts, and as a 23 year old living in LA with very little cash flow, I gratefully accepted. Back then a free meal from a popular restaurant or a new outfit went a long way with me. It wasn’t until a little bit later that people started identifying this as a way to make money.

At that point, a friend of mine reached out and asked me to get involved with a startup he was creating to help small businesses in the Los Angeles area get in on this social media craze. Most of the clients were real estate agents in their 50s or 60s, restaurant owners, small boutiques, etc. who knew they needed to get on board with social media but did not have the time (or interest) to learn about it. So that’s where I came in. I headed up their social media division for about a year, before their business model pivoted a bit (as startups do) and I began freelancing from there.

My next big move after freelancing was securing a job as the Operations Manager at luxury fashion and beauty marketing agency, DIVISA. I learned SO MUCH there. I got to expand my knowledge not only from social media specifically but to all things fashion. E-commerce, traditional marketing, advertising, creative direction, and so much more. I had always been interested in fashion but I did not go to school for it so I never expected to be able to work in this world and that opportunity opened a lot of doors.

Now, I am working for myself, with my company LeBL Creative Consulting. We take on private clients that need content creation, social media management, brand direction, or even just a fresh set of eyes on their brand to provide some feedback on how to improve. We do everything from long term contracts to short term one-week intensives. I also consult for other agencies as I mentioned, which is a lot of fun because I get to learn how different teams work and consistently be improving my own processes.

I am really proud of a lot of my work, everything from well known Los Angeles Pumpkin Patch, Mr. Bones, whose social media account is my baby – they have been a client for 8 years now, to work I have done on luxury fashion campaigns such as Ectu LA.

What I love most about what I do specifically, and I think what really sets me apart, is that I have knowledge of so many different businesses and markets and I truly enjoy tackling a new challenge. There’s no reason why I can’t work on an account for a pumpkin patch AND a luxury Italian leather brand. I enjoy the variety.

How do you keep your team’s morale high?

Always have your team’s back. It’s a bit like a marriage, you do not disparage your team in front of a client, the same way I wouldn’t disparage my husband in front of family or friends. Disagree in private.

If a team member makes a mistake you discuss it with them directly and focus on ways to course correct. But in public, you have their back.

Making sure that your team knows they are protected by you inspires loyalty and trust.

Have you ever had to pivot?

I have had to pivot SO MANY TIMES. Social media is ever changing. I started in this industry before algorithms, before data was provided by the apps, before Meta, you get the point. I’ve had to learn these tools every time a new feature comes out. It’s fun in the sense that it keeps you on your toes, but you’re constantly having to be a student.

The way this job looks today is lightyears from how it looked 10 years ago.

Contact Info:

• Website: leblcreative.co
• Instagram: instagram.com/thelauralarkins
• Facebook: https://www.facebook.com/TheLauraBarrett
• Linkedin: https://www.linkedin.com/in/laura-barrett-larkins-a6586870/
• Twitter: Left it bc of Elon Musk.
• Other: personal website: laurabarrettlarkins.com