Social Media CX Podcast

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 actual...

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...

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...

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 re...

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 +...

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...

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 co...

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 y...

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 co...

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 throu...

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 resp...

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. F...

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, an...

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...

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:...

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 wha...

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...

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 strateg...

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...

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 underus...

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 social Turn internal wins into conversation starters Prove the ROI of behind-the-scenes and low-barrier c...

Stop Chasing Trends. Start Leading Culture. You’ve seen the ick. Brands trying too hard to be cool — hopping on memes, dropping TikTok audio, and leaving their audience wincing. But here's the thing: 93% of consumers want you to participate in the cultural conversation. The catch? Only 27% believe trend-hopping works beyond 48 hours. In this solo episode, I'm breaking down how your brand can show...

“White-glove care doesn’t require a massive team. It requires the right team, the right tools, and a commitment to connection.” Is your team running on fumes while trying to deliver top-tier social care? In this episode, I’m breaking down what “white-glove” really means in 2025 — and why it doesn’t have to mean over-the-top or over-budget. You’ll learn: Why fast + human is the new baseline for soc...

Is your social media team focused on vanity metrics and viral trends — or building real customer loyalty? In this episode, I sat down with Steph Hermanson from Sprout Social to unpack what was reported in the 2025 Sprout Social Index — and spoiler alert: it’s not more content. We dug into fresh insights from the latest Sprout Social Index, revealing: Why 73% of customers will bounce to a competito...

After her talk at Social Media Marketing World, Brooke Sellas stayed behind to do what she does best: connect. In this special “hallway” edition of the show, you’ll hear real questions from real people—nonprofits, restaurants, educators—seeking better ways to engage, grow, and lead their communities online. Brooke answers in real time with sharp, strategic, and refreshingly human responses. If you...