Social Media CX Podcast

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 o...

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 pul...

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 us...

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’l...

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 eval...

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 le...

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 cov...

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....

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 comp...

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:...

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 R...

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 🧟‍...

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 conversation...

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...