Social Media CX Podcast

This episode drops right before Thanksgiving, so naturally we’re talking about gratitude. But not in the fluffy, feel-good way. I’m talking about how gratitude can actually become one of your strongest customer retention strategies.In this episode, I’ll break down how simple “thank you” moments can be measured, scaled, and turned into real revenue-driving touchpoints in your social care strategy. You’ll also learn how AI can support gratitude without sounding robotic (yes, really!).In this episode:Why engagement is gratitude—and how it fuels loyalty3 tactical ways to operationalize gratitude without a huge budgetWhat brands like Chewy, Zappos, and JetBlue teach us about thank yousHow to use AI to make gratitude more human, not lessMy favorite client example using a “gratitude database”🎁 Your CX Challenge This Week:Say thank you to a customer, colleague, and community member—then track what happens. Gratitude builds trust and trust builds retention.Mentioned in This Episode:Brooke Sellas’ book → Conversations That Connect Convince & Convert → How 56% of Loyal Customers Are Born

Ever feel like your social feed is full of noise? In this episode, I’m breaking down how to cut through that chaos and extract the signal—the emotions, the expectations, the hidden stories your audience is actually trying to tell you.We’ll talk about:Why your customers are already writing your next campaign briefA simple framework to turn insights into impactHow a healthcare client turned competitor complaints into a breakthrough campaignWhy AI struggles with tone (and how to prompt it better)Plus, I’ll give you three prompts you can take straight to your listening dashboard or AI tools.🎧 Mentioned in this episode:Download the Social Listening Workbook (free!)Love the show? Drop a quick review: ratethispodcast.com/smcx🧠 Remember: Listening gives you the truth, but storytelling gives it traction.

If you’ve ever felt overwhelmed by social listening or unsure where to even begin, you’re going to love this episode. I’m walking you through our BIC Framework—the easiest, most strategic way to listen smarter in 2026 and beyond.Here’s the deal: Most brands think they’re doing social listening, but they’re really just monitoring mentions. That’s a missed opportunityIn this episode, I break down:The difference between social monitoring vs. real listeningWhy you need to combine quantitative + qualitative data (and how to do it)How to implement the BIC FrameworkTools to help (yes, I name names)How to steal your competitors’ thunder and turn complaints into conversionsPlus, I’m sharing a sneak peek of my upcoming webinar with Agorapulse where we’ll show you how to uncover buying signals in competitor feedback. (It’s free—grab your spot below!)Mentioned in This Episode[Free Webinar] Steal Their ThunderAgorapulseSprout SocialSprinklr

Ever wondered how a wave of customer requests can spark a brand-new Reese’s flavor? This week on the Social Media CX Podcast, I’m joined by Paige Walker from Hershey’s—and this one is extra sweet.Paige, Manager of Cultural Intelligence & Trends, takes us behind the scenes of how Hershey's evolved from reactive social care to a full-blown cultural listening machine. We talk about:The actual ROI of social listeningHow AI tools like Quid and Viral Moment uncover hidden trendsTurning TikTok videos and Instagram DMs into campaign strategyThe Reese’s + Oreo story that proves consumers are co-creatorsWhether you're deep in CX or still getting buy-in for better customer care, this episode will have you rethinking how your brand listens.🎯 Want to uplevel your social customer care? Check out my LinkedIn Learning course: bit.ly/B2LICare Mentioned in this Episode:Connect with Paige on LinkedInLinkedIn Learning Course: Mastering Social Media Customer CareQuid social listening platform ViralMoment video AI tool

Employee advocacy can be your brand’s biggest superpower — or your scariest liability.In this Halloween-inspired episode, I’m showing up as Brooke the Jellyfish (because when CX gets dark, we glow ✨), and sharing the spooky truth about what happens when employee advocacy goes sideways.We’re diving into real-life horror stories: 👻 A rogue LinkedIn post that accidentally politicizes a brand 🧟‍♂️ Over-scripted employees who become zombie megaphones 📸 An Instagram post that leaked private customer data 🪦 A new advocacy program that flopped right out of the gateBut don’t worry, I’m not here just to scare you — I’m handing over your survival kit: ✔️ Guardrails that protect without controlling ✔️ Motivation methods that actually get employees engaged ✔️ Training tips to help your team post safely ✔️ Why choice is the most powerful tool of allIf your advocacy program feels like it’s dead on arrival… let’s bring it back to life. 💥💡 Mentioned in This Episode:Want a speaker who stays after the applause? Book me to speak at your next event🔁 Next Steps:👉 DM me your scariest employee advocacy story 👉 Subscribe + leave a review if this episode made you think 👉 Share this episode with your CX or HR team — they need to hear this!Until next time, Think conversation, not campaign.™

Hey y’all — Brooke Sellas here.In this episode, we’re flipping the script on employee advocacy. It’s not just about amplifying brand content anymore — it’s about building community.I’ll share how your employees can become trusted community hosts, not just megaphones, and why that shift from “share” to “shape” is where the magic happens.We’ll dive into:Tactical ways to spark real conversations (not just reposts)How to protect and empower employees as advocatesA client story that proves behind-the-scenes wins get the biggest engagementWhat employee-led CX actually looks like in practicePlus — I’ve got a hard truth: while you’re focused on content, your competitors are converting conversations. I’ll show you how our Social Care Audit uncovers those missed opportunities and turns them into ROI.🎯 Want to see where you’re leaving money on the table? ➡️ Schedule your Social Care Audit

If you can't prove the ROI of your employee advocacy program... you don’t really have a strategy — you have hope.In this episode, I break down the real metrics that move the needle on employee advocacy. We're done counting clicks and calling it a win. I’m showing you exactly what to measure, how to tell a compelling story with your data, and the dashboard metrics your executive team actually wants to see.Plus, I share a simple way to test advocacy’s true impact and get more budget and buy-in for your program.👇 Ready to turn engagement into revenue? Book your spot in our Care Squared Training Program → https://bsquared.media/services/care-squared-training-program/

If your employee advocacy sounds like a press release… it's not advocacy. It's advertising.Let’s fix that.In this episode of the Social Media CX Podcast, I’m breaking down why canned captions kill trust and how you can unlock real employee voices to build credibility, connection, and conversions.We’ll cover:The difference between amplification and authentic advocacyWhy copy/paste posts don’t cut it anymoreMy favorite framework for empowering employees without overwhelming themHow to use trust data to change the way you amplify winsTactical tools like content hubs, storytelling workshops, and social proof that actually works💬 Whether you manage social care or CX, this one’s for you if you’re ready to let go of control and start building real trust through real voices.🔥 Mentioned in this episode:Conversations That Connect – My book on turning social listening into real CX results

What makes someone stop scrolling and actually care about your brand? Good creative helps, but really connects on social media is your people.In this episode, I’m joined by Rashad Alaiyan, a social strategist who’s helped brands like IBM, Salesforce, and Audi build trust by putting their people front and center. When IBM Watson Health rebranded to Merative, Rashad helped the team lean into employee stories that showed the humans behind the brand in a way that felt real—not performative.The results? Higher engagement, stronger morale, and more connection.We talk about:How to bring employee advocacy into your brand’s content (without it feeling forced)What Rashad tracked to show real impact beyond just likesThe ripple effects this kind of strategy has on trust, culture, and retentionThis is the kind of conversation that makes you rethink what social media can be and how it can fuel more than just clicks.🔗 Mentioned In This Episode:Connect with Rashad on LinkedInFollow Rashad on TikTokBrooke Sellas’ book: Conversations That ConnectWant to build a brand people believe in? Start with the people inside it.

Let’s be honest, your customers don’t care about your latest post. They care about how fast you reply when they need help.In this episode, I break down why clarity, not content, is what builds real loyalty on social media. I’ll walk you through three simple ways to create a clearer, more consistent care experience across your social channels.You’ll also hear how our clients are turning faster response times and tone training into 20-40% revenue lifts.You’ll learn:How we helped a brand go from 20-hour response times to under 10 minutesThe 3-step clarity formula I use with every clientWhy care isn’t just for complaints—it’s a conversion toolMentioned in This EpisodeListen to Ep. 36 with Phil Treagus on The EMPATH Framework🎯 Want to know what’s hiding in your own DMs? Our Social Care Audit reveals blind spots, buyer intent, and real-time sales opportunities you’re probably missing. 👉 Get your audit here

What if empathy wasn’t just a “nice to have” in your social strategy, but the very thing driving your revenue?In this solo episode, I break down how emotional intelligence and human-first interactions translate into measurable growth. From reducing churn to capturing buying intent in your DMs, this is the business case for making empathy a frontline metric.You’ll hear about:Why response time + tone = your secret retention strategyWhat real empathy looks like (hint: it's not "we're sorry for the inconvenience")KPIs that prove caring actually convertsHow to reframe empathy for your CFO, not just your teamOur “bar tab” method for empowering agents with autonomyIf you’ve ever struggled to explain why your social care team matters—or why empathy belongs in the boardroom—this is the language you’ve been looking for.🔗 Mentioned in This Episode:Book a Social Care AuditEMPATH Framework: Listen to Ep. 36 with Phil Treagus

Let’s talk about what happens when we stop marketing to personas and start connecting with real people.In this episode of the Social Media CX Podcast, I’m building on the framework Phil Treagus introduced last week and showing how we can bring those ideas to life in your social care strategy. From emotional insight to pattern recognition to cross-functional feedback loops, I’m sharing real-world ways we apply this approach at B Squared Media.You’ll learn:Why personas fail to reflect true customer needsHow to gather emotional clarity using AI + social listeningHow to tag conversations to surface pre-purchase intentHow agent feedback becomes a secret source of CX goldHow to build and maintain a Human Understanding MapWhether you're trying to boost loyalty, prove ROI, or just elevate how your brand shows up on social, this episode delivers the clarity you need.👉 Mentioned in This Episode:Listen to Ep. 35 with Phil Treagus: [Insert Link to Episode 35]Care Squared Training: https://bsquared.media/care Let me know which part of EMPATH you’re already using (or struggling with). DM me or drop a comment on LinkedIn. Let’s compare notes!Ready to future-proof your social care strategy? Let’s talk it out: https://bsquared.media/contact 

If you’ve ever felt that traditional marketing personas just don’t capture the real human behind the data, you’re in for a treat.In this episode, I’m joined by Phil Treagus-Evans. He’s an entrepreneur, writer, and co-founder/CEO of Giraffe Social, here to talk about why he believes personas are flawed, why funnels are outdated, and how his Empath Framework and Pinball Method can help you truly connect with your audience.Phil shares practical ways to map customer feedback so you can build trust and drive meaningful engagement (the kind that leads to loyalty and advocacy). We also dig into AI’s role in marketing, how to balance automation with human touch, and why your team is your greatest USP.Mentioned in This Episode:Phil Treagus-Evans’ book: Human-First Marketing Giraffe Social resourcesPhil’s website LinkedIn Learning courseWant to put human-first thinking into action for your brand? Book a brainstorm with us at B Squared Media, and let’s talk about building real connections that convert.

You don’t need five people to care about your customers on social, you just need a plan.In this Care Chat episode, I’m answering a question inspired by my recent interview with Ben from King Arthur Baking: How do you build an engagement team when you’re flying solo?I break down the 5-step system we use at B Squared Media to help brands create proactive, high-impact social care programs—even if you’re a team of one. From auditing your inbound channels to tracking ROI on conversations, this episode is all about starting where you are and proving the value of social.You’ll learn:Why reactive engagement is still a starting pointHow to build a response matrix that sets the toneTools to help you flag urgency (without going enterprise)Why you MUST engage like a human (yes, daily!)How to track gain/retain conversations for ROIWhether you’re running solo or growing your team, this one’s for you. Mentioned in This Episode:Agorapulse for prioritizing DMs and urgent messagesVisit brookesellas.com for speaking inquiries + CX insights👉 Book a brainstorm and let’s talk about turning your DMs into dollars: https://bsquared.media/contact 

Let’s bust a myth: You do not need a big team to deliver amazing social care.In this episode, I’m spotlighting how small but mighty teams—like King Arthur Baking Company’s three-person social squad—are showing up more consistently (and with more heart) than brands with twice the headcount.I break down how to scale real, heartfelt digital engagement using the systems, tone, and tools that make conversations feel personal, even at scale. If you’re struggling with slow response times, low engagement, or proving ROI on your social efforts, this one’s for you.You’ll learn:How to build a tone playbook your team can actually useWhy responsiveness is your brand’s new reputationWays to tag, segment, and personalize replies using tools like AgorapulseHow to connect the dots from comments to conversionsWhy FAQ templates still need a human “hello”If you’re ready to scale real conversations (not just content), let’s talk it out. 💚 Mentioned in This Episode:Free Course: Talk-Worthy ContentInside King Arthur Baking's Customer Experience with Ben RapsonAgorapulse social media tool👉 Want help building your own scalable engagement system? Book a brainstorm with me and let’s future-proof your social CX.

If you’re still chasing perfect social media content, it’s time to rethink your UGC strategy. In this episode, I break down why messy is beautiful—and why your next best-performing content might be lopsided, amateur, and absolutely relatable.I share insights from my chat with Ben Rapson of King Arthur Baking about how their community thrives on imperfect, authentic content. Plus, I walk you through four ways to spark user-generated content that actually builds trust and drives conversions.By the end of this episode, you’ll know how to:Reframe your UGC brief to invite authenticityCreate low-barrier prompts your audience lovesCelebrate progress instead of perfectionTrack and nurture repeat contributors to grow superfansYour audience doesn’t want to be impressed, they want to be included. Let’s turn your UGC into a true loyalty engine.Want to build a UGC strategy that actually converts? Book a strategy session with me.Mentioned in This Episode:Brooke Sellas’ book → Conversations That Connect

What do a digital engagement pro and a 200-year-old flour company have in common? Turns out, a lot. In this episode of the Social Media CX Podcast, I chat with Ben Rapson, the mastermind behind King Arthur Baking’s award-winning social strategy.We dig into why King Arthur focuses on delivering "knowledge and inspiration" on social, rather than selling. Ben shares how their customer care team responds 7 days a week, how they’ve built a pun-filled, personality-driven brand voice, and why embracing amateur content is a strength, not a flaw.You’ll also hear how they track success across UGC, their annual Recipe of the Year, and even their emotional connection to baking trends.🔗 Mentioned in This Episode:King Arthur Baking Company  Follow King Arthur on Threads Follow King Arthur on InstagramKing Arthur Baker’s Hotline Recipe of the Year: Big & Bubbly Focaccia Social Tools Mentioned: Sprout Social and Hootsuite

In this week’s Care Chat, I’m answering a listener question about one of my favorite CX tools—surprise and delight. Specifically, can it actually be measured? Spoiler: YES. And in this episode, I show you exactly how.I walk you through our GLOW framework (Give, Listen, Observe, Win) and how to use it to create moments that actually matter to your customers and move the needle for your business.From handwritten notes and unexpected swag to brand love and revenue lifts, this isn’t about going viral. It’s about creating emotional retention that leads to lasting loyalty.Let’s talk about how we can help you create a repeatable, revenue-generating CX strategy. —Mentioned in This Episode:Conversations That Connect by Brooke Sellas — https://bsquared.media/conversations-that-connect-book Book a brainstorm → https://bsquared.media/chat 

What do your DMs look like when your team is offline?In this week’s CX Hot Take, I’m breaking down what I call the fireworks moment: When your inbox explodes, your mentions go wild, and you’re left scrambling during a holiday or weekend. Sound familiar?I’m sharing a real story from Jill Sammons at BCU and unpacking the most common social care gap I see: coverage fails during nights, weekends, and holidays. Plus, I walk you through a quick audit you can do right now to check if your brand is at risk.You’ll learn:Why reactive social care creates brand riskThe exact mini-framework we use at B Squared to keep brands covered 18/7A 10-minute audit to expose your coverage cracksHow to avoid turning one rogue DM into a full-blown crisisAnd if you’re thinking “we really need help with this”... you do. And we’ve got you.Mentioned In This Episode:🎯 Check out my LinkedIn Learning course: Mastering Social Media Customer Care📣 Or skip the overwhelm and hire us to manage your social care the right way. Learn more at bsquared.media or reach out directly.

Who’s your brand’s “Nick”? In this quick mini drop, I’m revisiting a powerful moment from my convo with Jill Sammons, VP of Brand at BCU. She shared how one unexpected advocate kept showing up—and how BCU turned that moment into a movement.This story will shift how you think about loyalty, advocacy, and social listening.If you're not identifying and engaging your "Nicks"... you're missing a major CX opportunity. Hit play to hear how to spot these superfans—and why they matter more than any ad campaign.—Want to go deeper into building loyalty through social listening and real conversation? Grab my book Conversations That Connect—available now on Amazon or at bsquared.media.