Take your social care to the next level by joining our SMCX VIP List!

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Where social media meets customer experience!

Hosted by Brooke Sellas, CEO of B Squared Media and a leading voice in social care, this podcast explores the untapped power of using social media to create unforgettable customer experiences. Each week, Brooke dives into real-world strategies, industry trends, and actionable insights to help brands level up their CX game on social.

You’ll hear candid interviews with top CX and DCX experts, learn from inspiring case studies, and get answers to your burning social care questions in the “Care Chat” segment. Whether you're in CX, marketing, or social media, this podcast is your go-to guide for turning social channels into revenue-driving, loyalty-building tools.

If you’re ready to master the art of social care, hit subscribe and join the conversation—because great CX isn’t just extra, it’s expected.

 Want to turn casual connections into raving fans? My Lost to Loyal Newsletter is your go-to guide for mastering social media care and creating unforgettable customer experiences. Every month I'll send you actionable tips, proven strategies, and the latest trends straight to your inbox. Don't just guess, know what works. Sign up now at bsquared.media/newsletter and let's build loyalty together.

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The 30-3 Rule, which originated as a sales tool, is all about making a strong first impression and keeping the conversation dynamic and engaging. 

But here's a secret.  It's just as effective in social media customer care as it is in sales.  The 30-3 Rule is such a simple, yet effective way to rethink your social care strategy. And I’m breaking down how your teams can use it for social media customer care.

If you're managing social interactions, whether they're questions, complaints, or even compliments, applying the 30-3 rule can transform how you connect with your audience. And the best part? No one is doing this - so it will make your brand standout! 

[00:26] Introducing the 30-3 Rule

[02:08] Bart Berkey on the 30 - 3 Rule

[02:50] Nailing the First 30 Seconds

[05:22] Engaging Every Three Minutes

[06:36] Delivering the Unexpected

[08:16] Why the 30-3 Rule Works

[09:46] Conclusion and Final Thoughts

Resources

Jay Baer’s Report - Time to Win https://www.thetimetowin.com/

Brooke Sellas- Conversations that Connect https://bsquared.media/conversations-that-connect-book/

 Want to turn casual connections into raving fans? My Lost to Loyal Newsletter is your go-to guide for mastering social media care and creating unforgettable customer experiences. Every month I'll send you actionable tips, proven strategies, and the latest trends straight to your inbox. Don't just guess, know what works. Sign up now at bsquared.media/newsletter and let's build loyalty together.

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We've all been there as social care agents or social media managers; a frustrated customer sends a heated tweet, or a DM, or a post with a really long complaint. And the knee jerk reaction might be to say, we're so sorry, or to jump straight to the solution.

But here's the thing, those responses, while well-meaning, can sometimes miss the mark. 

This happens because not every situation requires an apology. And not every grievance can, or should, be solved in a one-size-fits-all way. That's where Tell Me More is such a power move. 

It's more than three words. It's an invitation for your customer to feel heard, to feel validated, and to feel understood. 

Today I’m giving you a three-part framework using, 'tell me more’ for your social care strategy

[00:00] Why 'Tell Me More' Is the Ultimate Social Care Power Move 

[00:31] The Power of 'Tell Me More'

[02:56] "Tell Me More" Starts the Conversation with Empathy

[03:56] "Tell Me More" Gathers Critical Context

[05:05] 'Tell Me More' is a De-escalation Tool

[05:46] Implementing 'Tell Me More' in Your Strategy

Want more help with what to say our scripts are sure to assist your Customer Care & Community Care efforts quell fears and reduce anxiety. Use this copy & paste verbiage to help with your next difficult customer interaction.

 Want to turn casual connections into raving fans? My Lost to Loyal Newsletter is your go-to guide for mastering social media care and creating unforgettable customer experiences. Every month I'll send you actionable tips, proven strategies, and the latest trends straight to your inbox. Don't just guess, know what works. Sign up now at bsquared.media/newsletter and let's build loyalty together.

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In my inaugural episode of the Social Media CX podcast we are diving deep into the topic of creating luxury customer experiences…..online!

Today's guest, Bart Berkey, is an expert at creating memorable moments with a career that includes transforming customer experiences for over 20 years at none other than the Ritz Carlton.

Our discussion dives deep into defining the essence of unforgettable luxury customer experiences.  Is it the seamless service, the personal touches, or the way it makes you feel truly valued?  And at the heart we answer the question, How can we capture that same magic on social media?

Bart understands luxury CX like few others and he is here to show us how the principles behind luxury customer care can be applied to the digital world. 

If you've ever wondered how to elevate your digital customer experience to a luxury level, this episode is for you.

[00:00] What Defines an Unforgettable Luxury Customer Experience

[03:06] What joining the Ritz Carlton taught Bart about being authentic

[07:01] The Importance of Authenticity

[10:32] Luxury Customer Service Defined

[15:07] Translating Luxury Service to Social Media CX

[22:04] Elevate How You Handle Customer Complaints on Social Media

[29:22] Final Thoughts and Takeaways

Are you struggling to create content that actually connects with your audience on social media? I've got a free course that will change the way you approach content on your social channels forever. It's called Creating Conversational Content That Connects, and it's packed with proven strategies to turn boring posts into real conversations that drive engagement and build relationships.

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Social media isn’t just a marketing tool—it’s a trust-building powerhouse. But too many brands treat it as a one-way street instead of a conversation-driven experience.

In this Care Chat episode of The Social Media CX Podcast, I answer listener questions about how brands can strengthen customer connections and build trust through social. From responding to every comment like a human to creating seamless, omnichannel experiences, I break down the five key steps to making social a customer loyalty engine.

What You’ll Learn in This Episode:

✅ The #1 mistake brands make that weakens customer relationships

💡 How responding within one hour increases trust & advocacy

🎯 Why social CX should feel like a handshake, not a megaphone

📢 The power of proactive care & how it transforms brand loyalty

🔥 How to show, not just tell, your brand’s commitment to customer experience

If you want stronger connections, better engagement, and a social strategy that actually builds trust, this episode is for you!

Are you struggling to create content that actually connects with your audience on social media? I've got a free course that will change the way you approach content on your social channels forever. It's called Creating Conversational Content That Connects, and it's packed with proven strategies to turn boring posts into real conversations that drive engagement and build relationships.

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What if losing followers on social media was actually a good thing? Too many brands focus on vanity metrics when they should be prioritizing real engagement and customer experience (CX).

In this episode of The Social Media CX Podcast, I break down why a smaller, more engaged audience is better than a massive, uninterested one. I share a real client case study where refining their audience led to a 42% engagement boost, plus my framework for building an intentional, engaged community that converts.

What You’ll Learn in This Episode:

✅ Why losing followers can actually improve your social strategy

📊 How engagement skyrockets when you focus on the right audience

🎯 The conversation-first approach that turns followers into customers

🔥 Why small, passionate communities drive higher conversions

If you're ready to ditch the follower obsession and build a customer-focused social strategy, this episode is for you!

 Great customer experiences start with really understanding your audience. That's why we teamed up with Sprout Social to bring you the Social Listening Workbook, your step-by-step guide to smarter engagement, stronger relationships, and better business results.

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Too many brands are treating social media like a megaphone instead of a conversation. If you’re posting and waiting for engagement, you’re already behind.

In this episode of The Social Media CX Podcast, I break down why engagement—not disruption—should be your priority on social. I’ll walk you through a real-world case study of a brand struggling with engagement and introduce my 3E Method for Engagement-Driven Social Media—a simple, three-step framework to help you stop interrupting and start connecting with your audience.

What You’ll Learn:

🔍 Why social media strategies fail when they focus on disruption

📢 The #1 shift brands need to make to increase engagement

💡 The 3E Method—Explore, Engage, Encourage—for driving real conversations

🎯 How to proactively join and spark meaningful discussions

If you want your social media strategy to work in 2025 and beyond, this episode is a must-listen. Plus, I’m giving you homework to help you take action right away.

 Discover why social care is the secret sauce to your brand's CX strategy. We're talking eye-popping stats, case studies that inspire, an actionable insights to transform how you engage with customers online.  If you're ready to take your social care to the next level, read our report and let's turn conversations into unforgettable experiences -together.

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Social media isn’t just for scrolling—it’s where customer experience (CX) happens in real time. If brands don’t align their social and digital strategies, they risk losing customers with every click.

In this episode, I sit down with Joshua St. Aubin, Director of Digital at Organic Valley, to talk about why brands need to move beyond surface-level gestures and take CX seriously. We cover everything from how to create a seamless ad-to-site experience to why hyper-targeted audience engagement is the key to social success. Josh shares real-world strategies that can help turn social into a loyalty and revenue powerhouse.

Here’s what you’ll learn in this episode:

🚀 Why social media is closer to the consumer than most brands realize

🔍 The #1 mistake brands make when driving traffic from social to their website

🎯 How smaller, segmented audiences can actually drive BIGGER engagement

🔥 Why engagement isn’t just a vanity metric—it’s the secret to success

If you want to create a better digital customer experience, this episode is for you. Tune in, take notes, and start transforming the way your brand connects with customers online!

Are you ready to master social media customer experience? My online course, Mastering Social Media CX, gives you a step-by-step blueprint to turn conversations into conversions.  Podcast listeners get 60% off with code SMCX for a limited time.

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If your brand has a strategy to either hide negative comments on social media (or worse delete them!). Then I would like to offer you a different strategy that will stop you from destroying trust with your customers and make your brand stronger.

In today’s care chat social media strategist, Sarah Scott, shares that her event clients often hide negative comments on their social media feeds and she wonders if there isn’t a better way to handle it that will build trust with their customers. She also asks about how to handle posts that mention her events but don’t directly tag them in the content.

We will explore practical, empathetic approaches to social media customer care, emphasizing the importance of addressing complaints constructively rather than hiding them. I provide actionable strategies for creating response templates, using social listening, and turning negative feedback into opportunities for brand improvement. 

With real-world insights and candid discussions, this episode is a must-listen for anyone looking to enhance their social media customer experience.

If you have a social media question that you would like to have answered in the podcast reach share your question with us!

[00:00] How to Navigate Negative Comments on Social Media

[03:15] Handling Online Complainers

[06:28] Empathy in Social Media Responses

[19:50] Join My Online Course for 60% Off

[20:47] Engaging with Untagged Feedback

[30:38] Actionable Takeaways and Conclusion

 Discover why social care is the secret sauce to your brand's CX strategy. We're talking eye-popping stats, case studies that inspire, an actionable insights to transform how you engage with customers online.  If you're ready to take your social care to the next level, read our report and let's turn conversations into unforgettable experiences -together.

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AI and automation can transform customer experience (CX)—but only when done right. If brands rely too much on AI, they risk losing the human connection that builds trust and loyalty.

In this episode of The Social Media CX Podcast, I sit down with Lindsay Tramel-Jones, founder of Fierceified Creative & Consulting, to talk about how small businesses can leverage AI and automation effectively—without making customers feel like they’re talking to a robot. We dive into real-world examples of brands using automation for customer care, including how one business used SMS automation to enhance the customer experience and boost efficiency.

What You’ll Learn in This Episode:

🤖 How to use AI for CX without sacrificing authenticity

💡 The 3 key criteria for choosing AI tools for small businesses

📢 Why transparency matters—your customers should know when they’re talking to a bot

🚀 How one business used SMS automation to improve customer service without losing the personal touch

🔑 The biggest automation pitfalls to avoid

If you're wondering how to balance AI efficiency with human connection, this episode is packed with actionable insights!

The algorithm doesn't care that you posted. It cares that you said something worth responding to.

This week, I'm breaking down why so much "safe" content underperforms, why applause isn't the same as engagement, and what platforms are actually rewarding right now.

It's layer three of Social Penetration Theory: opinions. The layer where real conversations start, trust builds, and brands either become memorable or disappear into the noise.

We'll get into the difference between controversy and conviction, why disagreement is often a sign your content is working, and how to drive conversation without manufacturing drama. Plus, I’ll share practical ways to get your audience actually talking back.

Inside this episode:

• Why disagreement can actually strengthen your content
• What social media algorithms are rewarding right now
• How brands accidentally water down their messaging
• Simple ways to get your audience talking back
• How to create conversation without being controversial

Mentioned:

Free Talk-Worthy Content Course: https://bsquared.media/courses/talk-worthy-content

Connect with Brooke Sellas on LinkedIn: https://www.linkedin.com/in/brookebsellas

Most brands think they have an engagement problem when they actually have a conversation problem.

Because facts matter. Credibility and data matters. But if your content stops at “here’s a statistic,” you’re probably creating passive engagement instead of real conversation.

This week, I’m digging into why some of the smartest, most accurate brands online are still struggling to get people to respond and why algorithms are increasingly rewarding conversation over broadcasting.

It’s part two of our May Series on Social Penetration Theory—and how it can help explain why so much brand content gets seen but not responded to.

We’ll get into:

• Why facts alone rarely create meaningful engagement
• What LinkedIn’s analytics reveal about where reach is actually happening
• The difference between passive consumption vs. conversation-driven content
• How to stay compliant without losing personality or warmth
• Why conversation is becoming more valuable than reach

Mentioned:

Free Talk-Worthy Content Course: https://bsquared.media/courses/talk-worthy-content

Connect with Brooke Sellas on LinkedIn: https://www.linkedin.com/in/brookebsellas

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:

1. Trust Insights
2. Katie Robberts on LinkedIn
3. SparkToro study on AI visibility

Rate 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 revenue

If CX is under pressure right now, retention is where that pressure shows up first.

Mentioned:

1. Magnetiq
2. 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:

1. 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:

1. The State of Social Care Report 2026

Leave 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:

1. Why most CX “strategies” aren’t actually strategic
2. The difference between process maps and journey maps
3. Who should really own customer experience (spoiler: it's complicated)
4. How tiny micro-moments either build or erode trust

CX 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:

1. Jeannie’s new book → Experience Is Everything
2. Download the 2026 State of Social Care Report
3. Jeannie’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:

1. Why ownership models alone don’t predict success
2. What high-performing brands are doing differently
3. The real value of social listening (and why many orgs miss it)
4. A simple framework to reveal where your approach might be stuck

If you're ready to move beyond debates and start building true cross-functional CX, this episode is for you.

Mentioned In This Episode:

1. Download the State of Social Care Report 2026
2. Paige Walker on social listening

Let’s Settle This:

In an ideal world, who should lead social care?

1. Marketing
2. Customer Experience
3. Support
4. A cross-functional team

Ownership 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:

1. The top reason customer insights never spark change
2. Why dashboards don’t drive decisions (and what does)
3. A simple weekly practice that transforms your entire CX strategy
4. How to know if your org is ready to scale social care with impact, not just output

If you’re stuck playing defense or overwhelmed by volume, this episode is for you.

👉 Download the State of Social Care Report + 2026 Playbook

We’ll benchmark your current social care program against the maturity framework from the report.

📊 Request a Social Care Audit

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🧠 Mentioned in This Episode:

1. 2026 State of Social Care Report
2. Conversations 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:

1. State of Social Care Report 2026
2. Free 30-min strategy consult
3. Leave a review if this hit home
4. Dive 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:

1. 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!

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.

• Why publishing more content doesn’t automatically create stronger customer loyalty
• The four layers of relationship-building that shape trust between brands and audiences
• How surface-level messaging weakens engagement and emotional connection
• Why customer service interactions on social media can either strengthen or damage loyalty
• What social platforms are rewarding now — and why conversation matters more than impressions
• How enterprise brands can move from broadcasting content to building relationships

Today’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.

Want 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/

Follow Brooke on LinkedIn for ongoing conversations about customer experience, social care, and the future of relationship-driven marketing.

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:

1. 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:

1. Lead with empathy instead of instructions
2. Mirror energy like a human, not a system
3. Add just the right amount of brand personality
4. Close conversations in a way that builds trust
5. Use the “Read It Out Loud” Rule to pass the human check

Plus, 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:

1. eBook: Social Media Customer Service for Beginners
2. Rate 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 platforms
• The #1 question I ask when auditing content
• A 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 
• Canva
• Descript

👀 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 design
• How platform differences impact brand perception
• Why vertical video is essential, even on LinkedIn
• Joshua’s behind-the-scenes “burner account” strategy for testing
• The power of clean thumbnails, visible logos, and consistency across posts

This 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 Guide
• Rev.com
• Joshua on LinkedIn
• Joshua on Instagram
• Tell Me Why with Josh & Ciara
• LinkedIn 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 loyalty
• 3 tactical ways to operationalize gratitude without a huge budget
• What brands like Chewy, Zappos, and JetBlue teach us about thank yous
• How to use AI to make gratitude more human, not less
• My 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.

• 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 brief
• A simple framework to turn insights into impact
• How a healthcare client turned competitor complaints into a breakthrough campaign
• Why 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 opportunity

In this episode, I break down:

• The difference between social monitoring vs. real listening
• Why you need to combine quantitative + qualitative data (and how to do it)
• How to implement the BIC Framework
• Tools to help (yes, I name names)
• How to steal your competitors’ thunder and turn complaints into conversions

Plus, 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 Thunder
• Agorapulse
• Sprout Social
• Sprinklr

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 listening
• How AI tools like Quid and Viral Moment uncover hidden trends
• Turning TikTok videos and Instagram DMs into campaign strategy
• The Reese’s + Oreo story that proves consumers are co-creators

Whether 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 LinkedIn
• LinkedIn Learning Course: Mastering Social Media Customer Care
• Quid 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 gate

But 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 all

If your advocacy program feels like it’s dead on arrival… let’s bring it back to life. 💥

• Want a speaker who stays after the applause? Book me to speak at your next event

👉 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.™

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 backfire
• The “fast food” approach to customer service
• What I think companies still misunderstand about CX
• Why customers are fine with AI (until they’re not)
• How better handoffs between AI and humans improve outcomes
• The pressure CX leaders are under right now
• What you’d do differently with unlimited capacity

Mentioned in this Episode:

• LinkedIn: https://www.linkedin.com/in/growthspecialist
• Website: https://www.crescendo.ai
• Email: matt.price@crescendo.ai
• State of Social Media Care Report: https://bsquared.media/the-state-of-social-care-2026

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 advocates
• A client story that proves behind-the-scenes wins get the biggest engagement
• What employee-led CX actually looks like in practice

Plus — 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 advocacy
• Why copy/paste posts don’t cut it anymore
• My favorite framework for empowering employees without overwhelming them
• How to use trust data to change the way you amplify wins
• Tactical 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 likes
• The ripple effects this kind of strategy has on trust, culture, and retention

This 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 LinkedIn
• Follow Rashad on TikTok
• Brooke Sellas’ book: Conversations That Connect

Want 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 minutes
• The 3-step clarity formula I use with every client
• Why care isn’t just for complaints—it’s a conversion tool

Mentioned in This Episode

• Listen 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 strategy
• What real empathy looks like (hint: it's not "we're sorry for the inconvenience")
• KPIs that prove caring actually converts
• How to reframe empathy for your CFO, not just your team
• Our “bar tab” method for empowering agents with autonomy

If 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 Audit
• EMPATH 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 needs
• How to gather emotional clarity using AI + social listening
• How to tag conversations to surface pre-purchase intent
• How agent feedback becomes a secret source of CX gold
• How to build and maintain a Human Understanding Map

Whether 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 resources
• Phil’s website
• LinkedIn Learning course

Want 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 point
• How to build a response matrix that sets the tone
• Tools to help you flag urgency (without going enterprise)
• Why you MUST engage like a human (yes, daily!)
• How to track gain/retain conversations for ROI

Whether you’re running solo or growing your team, this one’s for you. 

Mentioned in This Episode:

• Agorapulse for prioritizing DMs and urgent messages
• Visit 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 use
• Why responsiveness is your brand’s new reputation
• Ways to tag, segment, and personalize replies using tools like Agorapulse
• How to connect the dots from comments to conversions
• Why 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 Content
• Inside King Arthur Baking's Customer Experience with Ben Rapson
• Agorapulse social media tool

👉 Want help building your own scalable engagement system? Book a brainstorm with me and let’s future-proof your social CX.

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 care
• The gap between where brands think they are vs. where they actually are
• The 5 levels of social care maturity (and what defines each one)
• What “reactive” social care looks like in practice
• Why most brands are stuck between Level 1 and Level 3
• Why social is becoming an experience channel, not just content distribution

Mentioned In This Episode:

• 2026 State of Social Care Report: https://bsquared.media/the-state-of-social-care-2026

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 authenticity
• Create low-barrier prompts your audience loves
• Celebrate progress instead of perfection
• Track and nurture repeat contributors to grow superfans

Your 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 Instagram
• King 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 risk
• The exact mini-framework we use at B Squared to keep brands covered 18/7
• A 10-minute audit to expose your coverage cracks
• How to avoid turning one rogue DM into a full-blown crisis

And 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.