Social Media CX Podcast

Every company is investing in AI. Fewer are asking the harder question: What should AI actually do, and where do humans create the most value? The companies pulling ahead aren't necessarily using more AI. They're making different decisions about where automation ends, where human judgment begins, and how those choices shape customer trust, operational efficiency, and long-term competitive advantag...

Reddit isn't just a forum anymore. It's one of the most influential sources shaping what AI says about your brand. As AI search becomes a bigger part of how customers discover, evaluate, and compare companies, the conversations happening on Reddit are increasingly influencing recommendations, perceptions, and purchase decisions. The challenge? Those conversations are happening whether your brand p...

Most brands treat engagement as a scorecard. The smartest brands treat it as a source of customer intelligence. In this final episode of the CARE Framework series, Brooke Sellas explains why meaningful engagement isn't something you chase through algorithms, hacks, or more content. It's something you earn through conversations, trust, and consistent customer care. You'll learn how conversations, a...

Most companies don't discover customer churn until it's already too late. By the time a customer cancels, they've often spent weeks or months signaling frustration through questions, complaints, and unresolved issues. In this episode, Brooke Sellas explores the "R" in the CARE Framework: Retention and shares the story of BCU, where an unanswered complaint over a holiday weekend revealed how quickl...

What if your company is already having sales conversations every day—and not counting them? Most brands assume inbound social activity is primarily customer support. Questions. Complaints. Troubleshooting. But what happens when the data tells a different story? In this episode, Brooke Sellas shares the surprising findings from a customer intent study with Brother International. After analyzing inb...

Every time we publish forgettable content, we teach our audience there's no reason to pay attention. That's the hidden cost of cliché content—and one of the biggest reasons brands struggle to generate meaningful engagement, customer insight, and measurable social media ROI. In this episode, I'm introducing the C in the CARE Framework: Conversations. I explain why social media works best as a conve...

Your brand content might be too safe to build trust. In this final episode of the Social Penetration Theory series, I’m talking about the deepest layer of human connection online: feelings. Because while most brands say they want loyalty, advocacy, and emotional connection, their content is often designed to avoid risk instead of create relationships. And customers can feel it. I share the story b...

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 beco...

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 respo...

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...

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, a...

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...

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...

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...

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&nb...

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...

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...

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...

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...

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 star...

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 episod...

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...

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...

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 success What high-performing brands are d...

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 c...