Brad Baker, VP of Brand Strategy and Creative at Holiday Inn Club Vacations, joins this episode of the Social Pros Podcast to share how he keeps up with the ever-changing “organic beast” of social media. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:   Salesforce Marketing Cloud Snapchat   Full Episode Details Brad Baker, VP of Brand Strategy and Creative at Holiday Inn Club Vacations, has been in the social media business for a long time. In that time, he’s seen just how much everything can change, whether its strategies, best practices, algorithms, platforms – you name it. He joins the Social Pros Podcast to share his thoughts on revisiting social media strategies, how the team at Holiday Inn Club Vacations pulls it off successfully. He explains how they keep their finger on the pulse and adapt their strategy when needed – while also maintaining Holiday Inn’s strong brand legacy. Never has a travel or vacation business had to adapt more than during the pandemic. Brad takes us behind-the-scenes of how Holiday Inn Club Vacations adapted its social strategy during that difficult time. Brad also discusses how Holiday Inn works with influencers to tell an authentic story of the brand.   In This Episode: 4:45 – Brad gives a little background on the Holiday Inn Club Vacation Program 6:13 – How Holiday Inn Club Vacations navigated an unpredictable year of travel 8:07 – How the use of social media changed over the pandemic 9:56 – Brad explains the “virtual vacation” tab Holiday Inn Club Vacations introduced on their website 11:40 – How Holiday Inn Club Vacations are tapping into local knowledge to promote properties 12:53 – The KPIs that timeshare companies should measure 15:59 – How Brad’s team has moved more towards paid social 16:34 – The challenge of finding authentic influencers 19:48 – Why Holiday Inn Club Vacations is so transparent about its timeshare model 23:25 – How Brad directs and collaborates with the marketing and social teams 26:29 – How Brad makes the business case to leadership to invest more in social 29:28 – Brad shares the surprising challenges in his earlier marketing and social career 31:30 – Why social teams are so risk-averse right now 33:09 – Brad explains why social teams need to re-evaluate their strategy at least once a year 37:14 – Brad’s top tip for anyone looking to become a social pro Resources Get the new State of Marketing report for free from Salesforce Double your campaign spending with a Snapchat special offer   Visit SocialPros.com for more insights from your favorite social media marketers.