Social Media CX Podcast

Most brands are publishing more content than ever — yet trust, engagement, and loyalty still feel harder to earn.For enterprise marketing leaders, the challenge is rarely a lack of content. The problem is that much of today’s brand messaging stays at the surface level: polished announcements, safe language, and transactional responses that create visibility but not connection.In this episode of the Social Media CX Podcast, Brooke Sellas explores the communication framework that has quietly shaped relationship-building for decades: the Social Penetration Theory, also known as the “Onion Theory.” Originally developed to explain how trust forms between people, this framework offers a powerful lens for understanding why some brands build loyalty while others struggle to create meaningful engagement.You’ll hear why most brand content never moves beyond clichés, how relationship depth impacts customer trust, and why today’s social algorithms increasingly reward conversation over passive engagement.For marketing leaders navigating audience fatigue, declining engagement, and pressure to prove business impact, this episode reframes social media as more than a distribution channel — it becomes a relationship environment.What You’ll LearnWhy publishing more content doesn’t automatically create stronger customer loyaltyThe four layers of relationship-building that shape trust between brands and audiencesHow surface-level messaging weakens engagement and emotional connectionWhy customer service interactions on social media can either strengthen or damage loyaltyWhat social platforms are rewarding now — and why conversation matters more than impressionsHow enterprise brands can move from broadcasting content to building relationshipsWhy This Matters for Marketing LeadersToday’s customers expect more than awareness campaigns and polished announcements. They want relevance, recognition, and human interaction.The brands earning trust are not necessarily the loudest or the most visible — they are the brands willing to communicate with greater depth.This episode challenges a common assumption in enterprise marketing:Visibility doesn’t automatically create loyalty.Instead, loyalty is built through trust, and trust grows through conversations that move beyond surface-level messaging.Continue the ConversationWant more insights on social care, customer loyalty, and conversation-driven marketing?Subscribe to Brooke Sellas’ Lost to Loyal Newsletter on LinkedIn for ongoing strategies and real-world examples of how brands turn engagement into loyalty.Join the newsletter:https://www.linkedin.com/newsletters/6815661085677383680/Or take the free Talk Worthy Content Course to learn how to create social content designed to spark meaningful engagement.Explore the course:https://bsquared.media/courses/talk-worthy-content/Connect with Brooke SellasFollow Brooke on LinkedIn for ongoing conversations about customer experience, social care, and the future of relationship-driven marketing.

AI is everywhere in customer service right now. But faster doesn’t always mean better.In this episode, I’m joined by Matt Price, founder and CEO of Crescendo AI. We talk about what’s actually changing in customer experience, and where I see a lot of brands getting it wrong.We get into why “just adding a bot” often makes things worse, how so many teams are still operating like production lines, and what shifts when you stop thinking about efficiency and start thinking about engagement.Matt shares what he’s seeing across hundreds of contact centers, including how AI is changing customer expectations, where companies are creating friction without realizing it, and why the real opportunity isn’t automation… it’s redesigning the entire experience.We Talk About:Why adding AI to one part of the process can backfireThe “fast food” approach to customer serviceWhat I think companies still misunderstand about CXWhy customers are fine with AI (until they’re not)How better handoffs between AI and humans improve outcomesThe pressure CX leaders are under right nowWhat you’d do differently with unlimited capacityMentioned in this Episode:LinkedIn: https://www.linkedin.com/in/growthspecialistWebsite: https://www.crescendo.ai Email: [email protected] State of Social Media Care Report: https://bsquared.media/the-state-of-social-care-2026

Most brands think they’re doing social care well.They’re responding to comments, they have a team, and they might even have the right tools in place.But when you actually look under the hood, there’s often a gap between perception and reality.In this solo episode, Brooke Sellas breaks down the B Squared Social Care Maturity Model and walks through the five levels most organizations move through, from reactive to fully experience-led.If you’re investing in social, this is the framework to understand where you really stand and what it takes to level up.We Talk About:Why responding to comments doesn’t mean you’re actually doing social careThe gap between where brands think they are vs. where they actually areThe 5 levels of social care maturity (and what defines each one)What “reactive” social care looks like in practiceWhy most brands are stuck between Level 1 and Level 3Why social is becoming an experience channel, not just content distributionMentioned In This Episode:2026 State of Social Care Report: https://bsquared.media/the-state-of-social-care-2026

At Social Media Marketing World, the most valuable conversations don’t always happen on stage.In this special replay episode, Brooke Sellas shares real, unfiltered hallway conversations recorded immediately after her session at Social Media Marketing World 2025. From navigating B2B2C audience challenges to rethinking engagement metrics, sparking real conversation on social, and deciding how (and when) to respond to comments, this episode captures what social media strategy looks like in practice, not theory.If you’ve ever struggled to get people to engage, measure what matters, or prove the value of social care, this is a behind-the-scenes look at how those problems actually get solved.In this episode:How to approach content when you’re speaking to multiple audiences Why people aren’t engaging with your posts—and what to changeWhat “conversational content” actually looks like in practiceHow to think about engagement rate (and why there’s no perfect formula)Why your campaigns might be too big, too soonHow to use polls and simple prompts to build momentumMentioned In This Episode:BSquared MediaSocial Media Marketing World

Customer experience doesn’t usually break all at once. It’s often a series of small moments that aren’t handled quickly enough.In this episode, I’m joined by Rani Parkinson, our Senior Social Care Account Manager at B Squared Media, to talk about what’s actually happening inside social care day to day—and why the brands that feel “calm” are usually the ones handling the small stuff well.We talk about why good CX often feels invisible, how small issues turn into public escalations, and why consistency matters more than any big viral moment.We also get into what’s really behind most customer complaints (it’s usually not the product), and how quickly things can spiral when no one responds.Mentioned:Connect with Rani: https://www.linkedin.com/in/rani-parkinsonSocial Care Weekly: https://bsquared.media/newsletterLearn more in the State of Social Care Report (2026): https://bsquared.media/the-state-of-social-care-2026

Customer experience doesn’t break in one big moment. It breaks in the gaps.In this final episode of the CX Under Pressure series, I’m pulling together the biggest patterns from the last four conversations and where things tend to break down.It’s usually not one big failure. It’s gaps in how teams operate, how decisions get made, and how customer signals actually get used.This episode is a look at what’s behind that—and what separates teams that stay reactive from the ones that don’t.In this episode:Why most brands are still getting wrong about customer relationshipsThe real reason customers escalate (and why it’s usually not about anger)How disconnected systems create broken experiencesWhere AI is helping—and where it’s making things worseWhy listening to customers isn’t enough (and what to do instead)The difference between reactive vs controlled CXWhat metrics that actually matterMentioned:State of Social Care Report (2026): https://bsquared.media/the-state-of-social-care-2026 Ep. 61 with Tyler Stambaugh: https://www.youtube.com/watch?v=jfBpi7AY7nI Ep. 62 with Katie Robbert: https://www.youtube.com/watch?v=yIEwppGapcY Ep. 63 with Lisa Martin: https://www.youtube.com/watch?v=S8nfxpGW7Ec Ep. 64 with Scott Lee Holloway: https://www.youtube.com/watch?v=MqmaCVTZglY 

Most banks collect customer feedback. Very few actually use it.In this episode, I talk with Scott Lee Holloway, Head of Customer Experience at APS Bank, about what it looks like to actually turn customer insight into action.We get into how his team gathers feedback across channels—and how that insight makes its way into real decisions across the business. We also talk about automation and where human support still matters most, especially in a trust-heavy industry like financial services.If you’ve ever wondered what it takes to move from collecting feedback to actually using it, this conversation breaks it down.You’ll hear about:Why most customer feedback never turns into anything usefulWhat you’re missing if you’re only looking at dashboardsHow customer insight actually reaches leadershipThe tension between AI efficiency and human supportWhat breaks trust faster than most teams realizeMentioned:Connect with Scott on LinkedIn: https://www.linkedin.com/in/scottleehollowayAPS Bank: https://www.apsbank.com.mt Interested In More?Download the State of Social Care 2026 Report: https://bsquared.media/the-state-of-social-care-2026

AI is moving fast — but is your brand keeping up in a way that builds trust or quietly erodes it?In this episode, I sit down with Lisa Martin — former NASA scientist, tech media strategist, iHeartRadio host, and host of CMOs Unscripted — to unpack one of the most pressing questions in business today: How do you use AI in customer-facing environments without sacrificing the trust you've worked so hard to build?Lisa brings her signature blend of scientific rigor and journalistic clarity to the conversation, and she doesn't hold back.In this episode, you'll learn:Why most AI initiatives fail to deliver ROI — and what leaders are getting wrong about use case selectionHow AI is fundamentally changing the trust equation in public, customer-facing channelsWhat "human in the loop" oversight actually looks like in practiceThe non-negotiable guardrails CMOs should insist on before scaling AI in social and digital channelsWhy transparency and accountability aren't just compliance checkboxes — they're growth strategiesWhat some big brands are doing right (and why they're still the exception, not the rule)The three metrics leaders should be measuring beyond cost savings and automation ratesHow to push back internally when AI rollouts feel rushedConnect with Lisa Martin:X/Instagram: @LisaMartinMediaLinkedIn: https://www.linkedin.com/in/lisamartinmedia/Website: https://www.lisamartinmedia.com/Podcast: CMOs Unscripted (https://podcasts.apple.com/us/podcast/cmos-unscripted/id1817565884)Interested in More?Download The State of Social Care 2026 Report (https://bsquared.media/the-state-of-social-care-2026)Rate & review the show: RateThisPodcast.com/SMCX

What would you do if someone started posting across your social media saying your company was a scam?That’s exactly what happened to Katie Robbert, co-founder and CEO of Trust Insights. One day their notifications started blowing up with accusations that they were stealing money from a customer.There was just one problem… she had the wrong company.In this episode, part of our CX Under Pressure series, Katie shares how she handled the situation and why responding with empathy instead of defensiveness turned a potential reputation crisis into a trust-building moment.Mentioned:Trust InsightsKatie Robberts on LinkedIn SparkToro study on AI visibilityRate the Podcast:If you’re enjoying the show, we’d love your feedback. Leave us a quick rating or review at: ratethispodcast.com/smcx

As part of our March series, CX Under Pressure, we’re exploring what’s really shaping customer experience in 2026, from rising CAC to fragmented journeys and the human side of loyalty.In this episode, I sit down with Tyler Stambaugh to unpack why acquisition is easy to test, but retention is personal. We talk about discount dependency, vanity metrics, and the uncomfortable truth that many brands are training customers to expect incentives instead of value.In this episode:👉Why retention feels “emotionally distressing” for founders👉How discounting creates transactional behavior👉The “Pavlov’s dog” trap in e-commerce👉The 80/20 rule in customer revenueIf CX is under pressure right now, retention is where that pressure shows up first.Mentioned:Magnetiq Tyler Stambaugh on LinkedIn

Customer experience feels more exposed right now. Budgets are tighter, AI is louder, and trust is thinner than ever.And most organizations are still running systems built for what social media used to be, not what it’s become. In March, I’m launching a four-part series called CX Under Pressure. It’s where we’ll unpack what actually holds up when systems crack, listening fails, and automation starts replacing empathy.Make sure you’re subscribed so you don’t miss it.Leave a Review:Found this helpful? Leave at a review at ratethispodcast.com/smcx

Marketing metrics focus on output: content published, engagement generated, and response times. But customers don't come to social media to be engaged. They come to be helped.When social care is measured with marketing metrics alone, teams optimize for volume and speed. A team that responds to 500 tweets in a day but leaves frustrated customers without real solutions creates churn.In this episode, we break down the signals that help leaders understand whether social is influencing acquisition and retention—not just activity.Mentioned in this Episode:Download the 2026 State of Social Care Report Leave a Review:Enjoying the show? Leave a quick rating and help us reach more CX leaders: ratethispodcast.com/smcx

We need to talk about the silent risk happening on your social media team.In this episode, I unpack the very real consequences of treating social care like social media marketing. You’ll find out why this structural misalignment creates burnout, buried risks, and missed opportunities.I also share how we got here and why fixing this isn’t about your people or your tools, it’s about your setup. If your social team is being measured by engagement but handling service issues, this one’s for you.Mentioned in This Episode:The State of Social Care Report 2026Leave a Review:Enjoying the show? Leave a rating at ratethispodcast.com/smcx to help more leaders find their way to better social care.

This episode is one of my favorites. Because it’s real talk about what customers actually experience… not just what we think they do.I sat down with the brilliant Jeannie Walters, CEO and Chief Experience Investigator at Experience Investigators, to talk about what’s really broken in most customer experience strategies—and what to do about it.We got into:Why most CX “strategies” aren’t actually strategicThe difference between process maps and journey mapsWho should really own customer experience (spoiler: it's complicated)How tiny micro-moments either build or erode trustCX is tested in real time, by real customers, in messy, unplanned moments. And social media is one of the first proving grounds.Mentioned in This Episode:Jeannie’s new book → Experience Is EverythingDownload the 2026 State of Social Care ReportJeannie’s company → Experience Investigators

There’s a reason social care keeps hitting roadblocks—and it’s not about who owns it.In this episode, I unpack what we’ve uncovered in our State of Social Care 2026 Report: Ownership debates often mask deeper structural issues. And when teams are misaligned, even the best tools or intentions fall flat.You’ll hear:Why ownership models alone don’t predict successWhat high-performing brands are doing differentlyThe real value of social listening (and why many orgs miss it)A simple framework to reveal where your approach might be stuckIf you're ready to move beyond debates and start building true cross-functional CX, this episode is for you.Mentioned In This Episode:Download the State of Social Care Report 2026Paige Walker on social listeningLet’s Settle This:In an ideal world, who should lead social care?MarketingCustomer ExperienceSupportA cross-functional teamOwnership debates can stall progress. If you could design your team from scratch, who would lead social care—and why?Rate This Podcast:If this sparked a new idea or uncovered a blind spot, leave a review at ratethispodcast.com/smcx. We read (and celebrate) every one!

Most social care teams aren’t failing; they’re just stuck inside broken systems.In this episode, I unpack the most eye-opening insights from our 2026 State of Social Care Report, including why reactive teams are burning out, how leadership is missing critical early signals, and what predictive social care actually looks like in practice.I’m sharing:The top reason customer insights never spark changeWhy dashboards don’t drive decisions (and what does)A simple weekly practice that transforms your entire CX strategyHow to know if your org is ready to scale social care with impact, not just outputIf you’re stuck playing defense or overwhelmed by volume, this episode is for you.👉 Download the State of Social Care Report + 2026 PlaybookWe’ll benchmark your current social care program against the maturity framework from the report.📊 Request a Social Care Audit—🧠 Mentioned in This Episode:2026 State of Social Care ReportConversations That Connect by Brooke Sellas🎧 Enjoyed this episode? Rate & review here: ratethispodcast.com/smcx

How many times have we brushed off a question on social with: “That’s just a support issue”?It sounds harmless. But in this episode, I’m breaking down why that mindset is quietly costing your brand real revenue—and how a simple shift in how you label social conversations can make or break trust (and conversion).Inside, I share a surprising client case study and one of the biggest insights from our upcoming State of Social Care Report.Mentioned in This Episode:State of Social Care Report 2026Free 30-min strategy consultLeave a review if this hit homeDive into the blog here

If you’re doing all the right things on social but still struggling to show results, you’re not alone. In this episode, I unpack why content isn’t the issue … and what actually is.We’re officially in the Experience Economy. And that means your social media strategy must evolve beyond campaigns and content calendars. It’s time to think in terms of moments, trust, and real conversations.I also pull back the curtain on our upcoming State of Social Care Report 2026—why we skipped 2025, what’s changed, and how the best brands are using social care to close the experience gap.🔗 Mentioned in This Episode:Rate the Show: ratethispodcast.com/smcx👉 If this episode shifted your thinking about CX, social media, or brand trust, please subscribe, share it, and leave a review at the link above!

This isn’t a goodbye, it’s a shift.After one of the hardest years in business and life, I’m evolving the Social Media CX Podcast into something more real, more human, and more useful.In this episode, I open up about what 2025 taught me, why I’m stepping away from polished content, and what’s coming next for the show.You’ll hear about the mess, the lessons, and the behind-the-scenes truths we usually keep hidden.We’re closing the door on one version of the podcast… so we can build a braver one together.Mentioned in this Episode:Learn more about B Squared Media

Let’s talk about the thing that’s slowly killing your social media engagement: robotic replies.Automation is efficient. AI is fast. But if your tone sounds like a bot, you’re missing the real opportunity: connection.In this episode, I’m sharing The Humanization Reset. It’s a 5-step framework to make your brand sound more like a person (yes, even when using macros, templates, and AI tools). You’ll learn how to:Lead with empathy instead of instructionsMirror energy like a human, not a systemAdd just the right amount of brand personalityClose conversations in a way that builds trustUse the “Read It Out Loud” Rule to pass the human checkPlus, I’m sharing real before-and-after examples and an action step that will majorly shift how your brand sounds online.Mentioned in This Episode:eBook: Social Media Customer Service for BeginnersRate the podcast

Customers are evaluating your brand long before they engage. And they’re basing that decision on more than just your content.In this episode, I’m walking you through how your social presence functions as a real-time trust scorecard. And how even small inconsistencies can quietly erode the credibility you’ve worked hard to build.I introduce the internal framework we use at B Squared Media to evaluate trust at every layer of a brand’s social presence. We call it Signal Strength—and it focuses on the three categories of signals that matter most: visual, behavioral, and consistency.You’ll also get a five-point audit you can run today to check how your brand is showing up. Not just what you’re saying, but what your audience is actually seeing and feeling.Mentioned in This Episode:Sign up for Social Care Weekly How to Optimize Social Media Content for Better Customer CX If this episode challenged your thinking, leave a review → ratethispodcast.com/smcx It helps more social and CX leaders discover the show.

You never get a second chance at a first impression. And on social, that impression takes about three seconds.In this solo episode, I’m diving deep into what Joshua McGee and I only scratched the surface of: how content clarity and polish are forms of customer care. I walk you through a 5-point platform optimization audit you can run today—on LinkedIn, Instagram, and TikTok—that will instantly level up your posts and your CX.We’re not just talking about engagement here. We’re talking about empathy, accessibility, and real alignment between your brand and your audience.Plus, I share:The tools we use to format and optimize across platformsThe #1 question I ask when auditing contentA reminder that your audience feels your lack of intention🔗 Mentioned In This Episode:Talk-Worthy Content (Free Course) How to Optimize Social Media Content for Better Customer CX with Joshua McGee CanvaDescript👀 Want to see how your content really performs?Run the 5-point audit and let me know what you uncover. DM me or tag @bsquared.media with your biggest takeaway.Subscribe, review, and share if this sparked something for you! And as always: Think Conversation, Not Campaign.™

If your CTA gets cut off or your video is cropped on TikTok, you’re already telling your customers that you don’t care about their experience.In this episode, I’m joined by Joshua McGee, a social media strategist who treats content formatting and platform fit as key CX levers. We talk about how small visual details in your social media content can increase attention, trust, and engagement.We cover:What most brands miss about content designHow platform differences impact brand perceptionWhy vertical video is essential, even on LinkedInJoshua’s behind-the-scenes “burner account” strategy for testingThe power of clean thumbnails, visible logos, and consistency across postsThis episode is for marketers and social media teams who want content that not only performs—but proves you care.Mentioned In This Episode:Sprout Social’s Social Media Size GuideRev.comJoshua on LinkedInJoshua on InstagramTell Me Why with Josh & CiaraLinkedIn Learning: Mastering Social Media Customer Care📞 Ready to rethink your social care? Book a brainstorm → https://bsquared.media/contact 

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.

In this episode, I’m unpacking a big CX truth: empathy without process is chaos. But process without empathy? That’s just cruelty.I share how empathy and structure together unlock scalable social care—including a story from my twenties (yes, there’s beer involved) and how we helped Brother International cut response time by 3,791%.You’ll also hear the Three E’s that drive connection and results:Embed empathy in your workflowsEnable empowerment on your frontlinesEvaluate consistency monthly🔗 Mentioned In This Episode:Listen to Jill’s full interviewRead the Brother case studySubscribe to Lost to Loyal for weekly CX truth bombs

We’re pulling back the curtain on what real social care looks like in action. My guest is the brilliant Jill Sammons, SVP of Marketing, Well-being & Wealth Advisory at BCU, and yes—a longtime client of ours.This conversation is packed with truth bombs about empathy, internal alignment, and how one fireworks-worthy moment completely shifted the way BCU shows up for its members. Jill shares what it took to get leadership buy-in, the surprising results of authentic social listening, and why member experience can’t be a siloed metric. It’s everyone’s job.If you're in marketing, service, or CX leadership, this episode will reframe the way you think about connection over communication.Mentioned in This Episode:My book: Conversations That ConnectLearn how B Squared helps brands like BCU reduce response times by up to 3,791% and turn social messages into retention and revenue wins. 👉 Book a Care Consult: https://bsquared.media/

Most brands chase customer loyalty with clever copy, fast replies, or AI shortcuts. But let’s be real, if your customers don’t feel anything when they engage with you, you’re 100% replaceable.In this Care Chat, I’m answering 5 of the most common questions I get about how to build emotional payoff into your social care strategy. We’re talking personalization beyond first names, human-sounding auto-replies, and listening for feelings—not just complaints.If you’ve ever wondered how to make social CX unforgettable, this one’s for you.🎯 Want to dive deeper into human-led, AI-powered social care? Take my LinkedIn Learning course.🔗 Mentioned in This Episode:LinkedIn Learning Course: Mastering Social Media Customer Care💬 Got a question or a hot take on social care? Drop it in the comments or DM me on LinkedIn to be featured in a future Care Chat!

If your social post gets a like, cool. But if it makes someone think, “This brand gets me,” now we’re talking emotional loyalty.In this episode, I walk through Christina Garnett’s Brand Affinity Ladder and how to actually use it to write better social content. We’re moving beyond vanity metrics and into identity alignment—because that’s what keeps customers coming back.I also share three strategic post prompts that help you speak your customer’s language of belonging and show you how to audit your last five posts for resonance, not just reach.🔗 Mentioned in This Episode:Christina's Book (pre-order): Transforming Customer-Brand RelationshipsMy new LinkedIn Learning course: Mastering Social Media Customer Care → https://bit.ly/B2LICareIf you’re ready to stop collecting followers like baseball cards and start creating real customer connection, this episode is for you.🛠 Want to future-proof your brand’s social strategy? Let’s talk it out.

Your customer doesn’t need a faster reply, they need a real one.In this episode, I’m breaking down exactly how to use your brand's social media replies to build trust, not just close tickets. You’ll learn the A Cubed method—Acknowledge, Align, Assure—which we use at B Squared Media to turn basic replies into emotional loyalty builders.I’ll walk you through real examples, mistakes most brands are making, and a simple three-question audit you can do on your own social replies TODAY. If your brand sounds like a bot in the DMs, it’s time to change that.We talk about:Why customers confuse being seen with being sold toThe myth of loyalty and why it isn’t earned through discountsThe role of community and social teams as your brand’s emotional frontlineReal-world examples from Toast and HeyOrca that prove small moments = big impactIf you're tired of measuring success in vanity metrics or feeling like your CX work goes unnoticed, this is the wake-up call you’ve been waiting for.🔗 Mentioned in This Episode:My book: Conversations That ConnectChristina's Book (pre-order): Transforming Customer-Brand Relationships🎯I teach the A Cubed method and the metrics to prove it inside Conversations That Connect. Grab your copy at B Squared Media or Amazon!

What if your brand stopped chasing loyalty through clever copy and convenience—and started creating identity-aligned experiences instead?In this episode, I sit down with my brilliant friend Christina Garnett—Fractional Chief Customer Officer, CX strategist, and author of the upcoming book Transforming Customer-Brand Relationships. Together, we unpack why emotional connection is your most underused growth strategy.We talk about:Why customers confuse being seen with being sold toThe myth of loyalty and why it isn’t earned through discountsThe role of community and social teams as your brand’s emotional frontlineReal-world examples from Toast and HeyOrca that prove small moments = big impactIf you're tired of measuring success in vanity metrics or feeling like your CX work goes unnoticed, this is the wake-up call you’ve been waiting for.🔗 Mentioned in This Episode:Christina's Book (pre-order): Transforming Customer-Brand RelationshipsToast’s "It’s the Little Things" Campaign: Surprising The Puddery or Amici ChicagoConnect with Christina Garnett on Linkedin🎯 Get the Mastering Social Media CX Course for 60% off — use code SCX at checkout → https://bit.ly/SMCXcourse

This one’s for every marketer stuck between corporate red tape and social content that’s, well… silent. In this episode, I respond to a note from Marion — a B2B pro caught in a swirl of approval layers and stiff content rules. We break down how to:Deal with leadership fear of "being human" on socialTurn internal wins into conversation startersProve the ROI of behind-the-scenes and low-barrier contentPitch a content pilot without asking for permission to rebrand the whole thingWhether you're in B2B tech, manufacturing, or any "boring" space (psst: you're not boring), this is your permission slip to stop the scroll with real stories.👉 Want help making content that connects? Join my free course: Creating Conversational Content that Connects