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PODCAST

Social Media CX Podcast

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”

business marketing

All Episodes

35:50

Hershey’s Social Listening Playbook

Social Media CX Podcast ·

2025/11/05

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

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07:40

The Dark Side of Employee Advocacy: How to Avoid a...

Social Media CX Podcast ·

2025/10/29

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

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07:32

From Advocacy to Activism: Turn Employees into...

Social Media CX Podcast ·

2025/10/22

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

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07:19

How to Prove the ROI of Employee Advocacy (Without...

Social Media CX Podcast ·

2025/10/15

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

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08:19

Ditch the Megaphone: The New Rules of Employee...

Social Media CX Podcast ·

2025/10/08

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

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24:11

Why Employee Spotlights Belong in Your Social Strategy

Social Media CX Podcast ·

2025/10/01

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

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09:37

How Clarity in Customer Care Creates Loyalty and Revenue

Social Media CX Podcast ·

2025/09/24

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

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10:44

How Empathy Drives Revenue (and What Most Brands Miss)

Social Media CX Podcast ·

2025/09/17

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

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08:05

The EMPATH Framework for Human-Centered Social Media

Social Media CX Podcast ·

2025/09/10

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

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34:18

Human-First Marketing in an AI World with Phil...

Social Media CX Podcast ·

2025/09/03

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

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07:25

5 Steps to Build Your Social Engagement Strategy...

Social Media CX Podcast ·

2025/08/27

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

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09:20

How to Scale Social Engagement with a Tiny Team and a...

Social Media CX Podcast ·

2025/08/20

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,

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07:22

Why Relatable, Messy Content Wins the UGC Game

Social Media CX Podcast ·

2025/08/13

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

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31:13

Inside King Arthur Baking’s Customer Experience Playbook

Social Media CX Podcast ·

2025/08/06

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

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09:17

Care Chat: The Glow Framework for Surprise & Delight

Social Media CX Podcast ·

2025/07/30

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

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05:52

When Your DMs Become a Disaster: How to Prevent a...

Social Media CX Podcast ·

2025/07/23

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

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03:56

Why Every Brand Needs a “Nick” (and How to Find Yours)

Social Media CX Podcast ·

2025/07/16

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

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05:39

Where Empathy Meets Process: Turning Social Care into...

Social Media CX Podcast ·

2025/07/09

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🔗

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32:30

Social Media Care as a Retention Engine (Feat. Jill...

Social Media CX Podcast ·

2025/07/02

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

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08:06

How to Turn Social Replies Into Emotional Loyalty...

Social Media CX Podcast ·

2025/06/25

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

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43 results

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