Susan Zwinkels - Beyond the Likes: Measuring Social Media Success in Hospitality

In this episode of Captive Conversations, Adam sits down with Susan Zwinkels, CMO of Kitch Social, to unpack what’s really working in hospitality marketing right now.From the explosive power of TikTok to the untapped potential of employee-generated content, Susan brings a no-nonsense, refreshingly real view of how hospitality brands can stand out online—without blowing their budgets.✨ Key HighlightsWhy TikTok is dominating attention (and why ad budgets need to catch up)How authenticity beats polish on social platformsWhat hospitality can learn from retail when it comes to contentSmart repurposing strategies from brands like M&S and Young'sThe underrated impact of early hospitality jobs on communication skillsTools & platforms to watch: Candid, Growdash, Sam’s School of Marketing, and AI-led delivery marketingWhether you’re a GM, marketer, or founder, this episode is packed with actionable gems.🔗 Listen now & subscribe for more conversations at the intersection of hospitality and tech: Watch on YouTube🎤 Susan’s Podcast Answers🔥 Best Hospitality Experience: Prept Foundation, Showcase Series Event🔥 Best Hospitality Tech: Candid Hospitality, Grow Dash🔥 Best Restaurant: Lina Stores & Bedspace | Unawatuna🔥 Best Burger: Five Guys🔥 Best Hotel: Charlotte Street Hotel & Beckford Arms🏷️ Brands MentionedKitch Social https://www.kitchsocial.comCandid https://candidhospitality.co.uk Growdash https://www.growdash.comPrept Foundation https://www.growdash.comHashtags: #HospitalityIndustry, #MarketingLandscape, #TikTok, #Meta, #SocialMediaStrategies, #AdSpend, #Authenticity, #CharityEvent, #HospitalityTechTrends, #TechnologyPlatforms, #ContinuousLearning, #AI-drivenDeliveryMarketing, #Employee-generatedContent, #SocialMediaSuccessStories, #OnlinePresence, #ROI, #BrandGrowth, #EmployeeEngagement, #Storytelling, #RetailTrends, #CulinaryExperiences, #HotelRecommendations, #UnpopularOpinions