Social Media CX Podcast

Brooke Sellas
  • 5.0 (7)
  • Marketing
  • Weekly

Social media is no longer just a marketing channel. It’s where customer experience happens in real time. Every unanswered comment, frustrated DM, online review, and viral customer interaction shapes how people trust your brand—and whether they stay loyal to it. Hosted by Brooke Sellas, CEO of B Squared Media, the Social Media CX Podcast explores how modern brands use social media to improve customer experience, strengthen retention, protect brand reputation, and build lasting customer loyalty. Through solo episodes, expert conversations, and real-world case studies, Brooke breaks down the strategies behind social listening, digital customer experience, online reputation management, customer trust, and the growing connection between marketing and customer care. Designed for marketing leaders, CX professionals, and customer-focused brands, each episode delivers practical insights you can apply immediately to create stronger customer relationships in a digital-first world. Because today, customer experience doesn’t just happen in call centers. It happens in comments, DMs, reviews, and public conversations every single day.

  1. 2d ago

    The Social Trust Loop vs. 7 Million AI Citations: What Social Media Teaches AI

    What happens when the data doesn't back up your big idea? You dig deeper. A new Meltwater study of 7 million AI citations found that social media accounted for just 7.2%, while customer reviews made up a surprising 1.3%. Meanwhile, earned media and news accounted for nearly 30%. Those findings raise some big questions for brands looking to boost their AI visibility through social media. In this episode, Brooke Sellas puts her Social Trust Loop framework to the test, unpacking where AI gets its information, what the research actually tells us, and what brands should be paying attention to. Plus, learn how social care failures can follow brands beyond the comment section, why the questions customers ask AI matter, and how to uncover what's shaping your brand's AI reputation. What This Explores: Why social media accounts for just 7.2% of AI citations in a new studyWhat the data reveals about earned media, reviews, and brand visibilityWhy posting more content may not improve your presence in AI answersHow social media complaints can become part of your brand's AI reputationThe difference between AI discovery and brand evaluationHow to audit what AI says about your brand in just 15 minutes What does AI actually say about your brand? At B Squared Media, we help enterprise and financial services brands connect social care, customer trust, and AI answer engine optimization (AEO). Find out how customer conversations could be influencing your brand's reputation in AI. Connect with Brooke and the B Squared Media team at https://bsquared.media/contact. Mentioned: Digital 2027 Global Overview Report from We Are Social and Meltwater (slides 180 and 484): https://www.meltwater.com/en/blog/digital-2027

  2. Oct 28

    Social Media Impersonator Scams: A Social Care Horror Story for Financial Brands

    Someone complains about a suspicious charge on your brand's social media page. Before your team responds, a fake support account steps in, using your logo and offering to help. What happens when scammers answer your customers before you do? In this Halloween-themed episode of Social Media CX, Brooke Sellas explores how social media impersonator scams exploit frustrated customers and why financial services brands are particularly vulnerable. From the infamous Eli Lilly Twitter impersonation to fake customer support accounts hiding in public comment threads, Brooke reveals why slow social media response times aren't just a customer experience problem. They can also create opportunities for fraud. In this episode, you'll learn: How scammers use public customer complaints to identify potential victimsWhy billing disputes, suspected fraud, and account access issues need their own response-time prioritiesHow to recognize fake customer support accountsFour practical ways to protect customers and strengthen your social care processesA 15-minute check to uncover potential impersonators in your comment sections Could scammers be finding gaps in your social care program before your team does? Start with Brooke's 15-minute impersonation check. Then, if you want a deeper look at your response times, coverage gaps, escalation paths, and potential risks, explore the B Squared Media Social Care Audit. Mentioned in this episode: Eli Lilly impersonation incident — Pharmaceutical Processing WorldConversations That ConnectConnect with Brooke on LinkedIn

  3. Oct 21

    The Social Trust Loop: Every Social Media Interaction Is a Deposit or a Withdrawal

    Your brand could be losing customer trust in places your social media reports never capture. An unanswered complaint. A Reddit conversation. A customer service issue moved into DMs but never publicly resolved. Each interaction can influence how prospective customers perceive your brand, often before they ever contact you. The Social Trust Loop, a four-part framework developed by Brooke Sellas of B Squared Media, connects the places where customers form opinions about your brand: brand-controlled social, peer conversations, social care touchpoints, and AI answer engines. At the center is one simple idea: Every interaction is either a deposit into or a withdrawal from your brand's trust account. And while brands often measure the content they publish and how quickly they respond, they may be overlooking the customer interactions that build or erode trust. What You'll LearnThe four parts of The Social Trust Loop and how they connectWhy public customer responses can matter more than polished social contentHow reviews, Reddit, and peer conversations influence brand reputationWhy resolving a customer complaint in DMs isn't always enoughHow public conversations can influence AI-generated brand recommendationsHow to make the business case for investing in social media customer careA 15-minute audit to identify where your brand is building or losing trust Turn Trust Gaps Into Better Customer CareThe Social Trust Loop helps you recognize where customer trust may be slipping. But identifying the gaps is only the beginning. If your audit reveals opportunities to improve how your team responds, handles escalations, or follows through with customers, Brooke's Social Care Playbook: The CARE Method offers a practical next step. Built around the methods Brooke teaches enterprise social care teams, the course helps organizations strengthen their approach to social media customer service. Explore the Social Care Playbook at https://bsquared.media/courses/social-care-playbook-course. Mentioned in This Episode:Conversations That Connect: https://bsquared.media/conversations-that-connect-bookConnect with Brooke on LinkedIn: https://www.linkedin.com/in/brookebsellas

  4. Oct 14

    Brands Are Watching You: What Creators Don't Know About Social Listening with Danny Gardner

    Brands are paying closer attention to creator content than most people realize. They're looking beyond follower counts to understand audience fit, engagement, and whether a partnership is worth the investment. But what happens to all that information? And are brands using what they learn to build better relationships? Danny Gardner, founder of The DataZone, joins Brooke Sellas to explore social listening from both sides of the creator-brand relationship. Drawing on his experience as a brand marketer and creator, Danny explains how brands evaluate potential partners, why creators rarely receive meaningful performance feedback, and what traditional social media metrics fail to capture. You'll also hear how a single organic post caught a brand CMO's attention when Danny had just 5,000 followers, and why even expensive social listening tools can fall short without the right people and processes behind them. We Talk About: How brands use social listening to discover and evaluate creatorsWhy successful creator campaigns don't always lead to repeat partnershipsThe missing feedback that makes creator relationships feel transactionalWhat likes, comments, and impressions don't tell you about audience behaviorHow organic brand mentions can reveal potential partnershipsWhy social listening requires more than purchasing the right software Start Listening Smarter Put social listening to work with B Squared Media's free Listen Smarter workbook. Using the BIC framework, it walks you through three areas to track: brand, industry, and competitor. You'll learn what to listen for, which questions to ask, and how to use what you find. Download it at https://bsquared.media/social-listening-workbook. Mentioned in This Episode: The DataZone - https://thedatazone.ai/Connect with Danny on LinkedIn - https://www.linkedin.com/in/danielgregorygardner/Conversations That Connect - https://bsquared.media/conversations-that-connect-bookConnect with Brooke on LinkedIn - https://www.linkedin.com/in/brookebsellas

  5. Oct 7

    Meta Changed the Rules. Is Your Social Strategy Ready?

    Meta is testing paid limits on external links from Facebook and Instagram — and for brands that rely on social to drive traffic, that news may feel like one more platform change you have to scramble to solve. But the bigger issue isn’t what Meta is charging for today. It’s what the change exposes about the way brands have built their social media strategies. Brands have mistaken access to an audience for ownership of a customer relationship. Your followers may feel like your audience, but the platform still controls how — and whether — you can reach them. In this episode, Brooke Sellas breaks down seven strategic shifts brands can make to become less vulnerable to whatever the platforms change next. You’ll learn why it’s time to move beyond followers and viral views as your headline metrics, how to turn social conversations into customer and business intelligence, why your content should be built around customer problems instead of a posting calendar, and where AI can create more value by understanding conversations instead of simply creating more content. Because the answer isn’t to abandon social media. It’s to recognize what social actually is: a customer experience channel. And the brands that build stronger customer relationships — while creating systems that turn social attention into conversations, intent, owned connections, sales, retention, and customer intelligence — will feel platform changes like this the least. Stay ahead of the next social media fire drill. Platform news moves fast, and too often it lands on your desk when someone forwards an article with one question: “Thoughts?” Sign up for Social Care Weekly for Brooke’s weekly breakdown of the platform changes, data, and news that actually matter to your social team, care team, leadership conversations, and customers. Subscribe: bsquared.media/newsletter

  6. Sep 30

    Your NPS Score May Be Ignoring Your Most Important Customers

    Promoters love you. Detractors have a problem. But the sevens and eights in the middle often get left out of the conversation—even though their feedback may tell you exactly what’s keeping them from becoming loyal advocates. In this episode, Brooke Sellas talks with Chris Boivin about why those neutral responses deserve more attention, what the comments behind the score can reveal, and why asking why someone chose a seven or eight may be more useful than simply tracking the number. They also explore how social media sentiment can help fill the gaps between NPS surveys and how AI can help teams identify patterns across the customer feedback they’re already collecting. We Talk About:Why your NPS sevens and eights deserve more attentionWhat the comments behind the score can tell you that the number can’tWhy “neutral” doesn’t mean negative—or unimportantHow social media sentiment can fill the gaps between NPS surveysHow to connect themes across NPS and social feedbackHow AI can help teams identify patterns in customer feedback Keep Going With Social Care WeeklyNPS gives you one snapshot of what customers are thinking. Social care gives you signals every day. If this episode has you thinking differently about the customer insights hiding in your data, subscribe to Social Care Weekly. Each week, Brooke shares one social care story, one tactic you can use in 15 minutes, one piece of data to back it up, and one move to bring to your leadership team. Subscribe to Social Care Weekly → https://bsquared.media/newsletter/ Mentioned in This Episode:Chris Boivin on LinkedIn: https://www.linkedin.com/in/chrisboivin/ Dovetail: https://dovetail.com/ The A Player by Rick Crossland: https://www.amazon.com/dp/1630479926

  7. Sep 23

    Here's How Your Customers Warn You Before They Leave

    Chargebacks, cancellations, and bad reviews rarely come out of nowhere. Customers often show signs of frustration first through comments, DMs, unresolved questions, or escalation language. In this episode, Brooke Sellas explains how brands can identify those early customer warning signs, audit what happened before a dispute, and use social listening as an early warning system for customer experience problems. Quick AnswersWhat does a chargeback usually mean for a brand?A chargeback is rarely the first sign of trouble. It's typically the end of a chain that started with a smaller, public signal, like a comment or DM, that went unanswered. How can brands spot customer frustration before it becomes a formal dispute?Audit chargebacks and cancellations against your social and DM history from the 30 days prior. Most brands find the warning was already there, in a comment or message that never got resolved. What's the difference between friendly fraud and legitimate customer frustration?Legitimate frustration usually comes with a public warning first, a comment or message saying something isn't resolved. Friendly fraud typically skips that step. You can only tell the difference if you're monitoring early enough to see whether the warning existed at all. Social listening helps with that! What is social listening used for in customer experience?Social listening surfaces frustration signals, comments, DMs, and mentions, before they escalate into a chargeback, cancellation, or public review, giving teams a chance to intervene while it's still resolvable. What You'll LearnWhy chargebacks and cancellations often start with earlier customer warning signsWhere customer frustration appears before a formal disputeHow to audit your last five chargebacks or cancellationsWhat escalation language can signal that a customer is about to take actionHow to distinguish customer frustration from potential exploitationHow social listening can help identify customer frustration earlier Catch Customer Frustration Before It EscalatesNot sure your team would catch customer frustration before it becomes a dispute, cancellation, or bad review? B Squared Media’s Social Intelligence and Social Listening services help brands identify customer frustration earlier, while there’s still time to respond. Learn more at bsquared.media/social-intelligence. Mentioned in This EpisodeIs AI Making “Friendly Fraud” Easier? — Brooke's conversation with Matt Brightman about why some chargebacks may start with customers who feel they've run out of options. https://bsquared.media/ai-friendly-fraud/Conversations That Connect: https://bsquared.media/conversations-that-connect-bookConnect with Brooke: https://www.linkedin.com/in/brookebsellas

  8. Sep 16

    Is AI Making “Friendly Fraud” Easier?

    “Friendly fraud” doesn’t sound particularly threatening. But for businesses, one disputed transaction can mean thousands of dollars in lost revenue. And AI may be changing the equation. In the travel industry, customers can dispute charges after a trip is over—and AI could make it easier for someone looking to game the system to figure out what to say, what to document, and how to make their case. But not every chargeback starts with someone trying to commit fraud. Sometimes it starts with a legitimate complaint that never gets resolved. A customer gets passed from person to person, struggles to get an answer, or hits so much friction that calling the credit card company becomes the easiest path forward. Brooke Sellas and Matt Brightman explore where AI, “friendly fraud,” social media, and customer experience collide—and the window brands have to resolve customer frustration before it becomes a much bigger business problem. We Talk About: What “friendly fraud” looks like in the travel industryWhether AI could be making it easier to game the systemThe growing connection between fraud and social mediaHow unresolved customer frustration can lead to chargebacksWhy taking every public complaint immediately into the DMs can leave spectators without a resolutionWhat slow responses to public complaints can cost a brandWhy frontline employees need the ability to help solve customer problemsHow exceptional service recovery can turn a bad experience into loyalty and word-of-mouth Mentioned in This Episode: NFNPPOD: https://www.nfnppod.com The Scam Economy & The Daily Admin Tax of Being Alive: https://www.nfnppod.com/the-scam-economy-the-daily-admin-tax-of-being-alive-nfnp-2x27 Wrexham AFC Just Won a Fan for Life: https://www.nfnppod.com/wrexham-afc-just-won-a-fan-for-life Connect with Matt Brightman on LinkedIn: https://www.linkedin.com/in/matthew-brightman-5807b371

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About

Social media is no longer just a marketing channel. It’s where customer experience happens in real time. Every unanswered comment, frustrated DM, online review, and viral customer interaction shapes how people trust your brand—and whether they stay loyal to it. Hosted by Brooke Sellas, CEO of B Squared Media, the Social Media CX Podcast explores how modern brands use social media to improve customer experience, strengthen retention, protect brand reputation, and build lasting customer loyalty. Through solo episodes, expert conversations, and real-world case studies, Brooke breaks down the strategies behind social listening, digital customer experience, online reputation management, customer trust, and the growing connection between marketing and customer care. Designed for marketing leaders, CX professionals, and customer-focused brands, each episode delivers practical insights you can apply immediately to create stronger customer relationships in a digital-first world. Because today, customer experience doesn’t just happen in call centers. It happens in comments, DMs, reviews, and public conversations every single day.

Information

  • Creator
    Brooke Sellas
  • Years Active
    2024 - 2026
  • Episodes
    97
  • Rating
    Clean
  • Copyright
    © Copyright 2026 Brooke Sellas
  • Show Website
    Social Media CX Podcast