Social Media CX Podcast

Brooke Sellas
  • 5.0 (7)
  • Marketing
  • Updated 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. 17h ago

    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

  2. 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

  3. 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

  4. Sep 9

    Your Competitors Can Copy Your Content. They Can't Copy This.

    AI has made it easier than ever for competitors to see what’s working for your brand and create their own version of it. But they can’t copy how you show up. Last week, Brooke shared the results of Planable’s experiment comparing human-run and AI-run Instagram accounts. Both followed the same brief, yet the human accounts received 88 comments compared to just two across the four AI accounts. This week, Brooke looks at what that gap reveals about the difference between a content strategy and a conversation strategy—and why that distinction matters as content becomes easier to replicate. She also shares a simple way to identify where your brand may be posting consistently without actually showing up for the people on the other side of the content. We Talk About: Why your competitors can copy your content, but not how your brand shows upThe difference between a content strategy and a conversation strategyHow to spot the presence gaps keeping your brand from creating real conversation Want to create content that gets people talking? Brooke’s free Talk-Worthy Content course walks you through how to design social content that gets a response and creates the kind of meaningful engagement social media algorithms reward. Learn more at https://bsquared.media/courses/talk-worthy-content. Mentioned in This Episode: 88 Comments vs. 2: What Happens When AI Runs Your Social Media: https://bsquared.media/ai-social-media-management/

  5. Sep 2

    88 Comments vs. 2: What Happens When AI Runs Your Social Media

    AI can create the posts. But can it actually run your social media? Brands are moving fast to bring AI into their social media workflows. But a new experiment from Planable suggests there’s a big difference between creating social content and actually managing a social presence. In this episode, Brooke talks with Miruna Dragomir about Planable’s experiment putting human social media managers head-to-head with AI-run accounts. Seven accounts started from scratch with the same brand guidelines, budget, and goals. The results went beyond which accounts created better content. Human-run accounts generated 88 comments. The AI-run accounts generated just two. And even though engagement was part of the goal, the AI accounts largely treated social media strategy as a publishing plan. Brooke and Miruna dig into what created that gap, why the human + AI approach didn't necessarily save time, and what leaders should consider as they bring more AI into their social media workflows. Because the question isn't simply whether AI can help your team create content. It's whether your social strategy is still creating the conversations and relationships that make social valuable. We Talk About: What happened when AI competed against human social media managersWhy humans generated 88 comments while AI generated just twoWhy AI treated social media strategy like a publishing planThe surprising downside of the human + AI approachWhy people preferred some of the AI accounts that performed the worstWhat brands risk losing when social media becomes focused on publishing instead of conversation Mentioned in this Episode: Planable’s AI vs. Human Social Media Manager Experiment - https://planable.io/blog/ai-vs-smm/Connect with Miruna Dragomir on LinkedIn - https://www.linkedin.com/in/mirunadragomir/ Is Your Social Media Actually Creating Conversation? If your team is publishing consistently but you're not sure what happens after the post goes live, the problem may be bigger than your content strategy. B Squared Media’s Social Care Audit looks at how your brand is handling conversations, customer interactions, and social care so you can see where the gaps are and what needs to improve. Start with the Social Care Audit: https://bsquared.media/social-care-audit/

  6. Aug 26

    Your Brand Mentions Are Down. That’s Not Always Good News.

    Fewer brand mentions can look like a win. Fewer complaints, a quieter inbox, less noise. But silence doesn’t always mean things are going well. In this episode, Brooke breaks down the three reasons brand mentions decline, why only one is actually good news, and how fewer conversations can quietly drag down your reach. You’ll also learn how to spot gaps in your social listening, audit your content for “reply-ability,” and figure out whether your content has simply stopped being talk-worthy. If your audit shows that your content isn’t giving people much reason to respond, that’s the problem to fix next. Brooke’s free Talk-Worthy Content course will help you create content designed to spark the conversations, shares, and meaningful engagement social platforms are rewarding. Take the free Talk-Worthy Content course: https://bsquared.media/courses/talk-worthy-content/ Mentioned In This Episode Talk-Worthy Content: https://bsquared.media/courses/talk-worthy-contentSprout Social: https://sproutsocial.com AlertMouse: https://alertmouse.com Agorapulse: https://www.agorapulse.com

  7. Aug 19

    You’re Treating Business Intelligence Like Social Engagement

    We spend a lot of time measuring engagement. But what is that engagement actually doing for your business? A comment can tell you a customer is about to leave. A DM can signal someone is ready to buy. And the conversations happening on your social channels can affect everything from reach and retention to what you pay for ads. Brooke Sellas calls the value behind those interactions Return on Conversation—and it may be the missing link between social care and the business outcomes leadership actually cares about. In this episode, Brooke explains why likes and engagement rates don't tell the whole story, how comments and DMs can reveal buying signals, churn risk, loyalty, and advocacy, and why those conversations increasingly matter for AI visibility, too. You'll also learn how to start treating conversations as business intelligence instead of interactions to clear from an inbox—and how to connect what happens on social to outcomes like acquisition, retention, and revenue. If you're ready to start looking differently at the conversations happening across your social channels, Brooke takes this kind of thinking one step further every week in the Social Care Weekly Newsletter. Each issue breaks down one social care concept with real data and a practical next step you can put to work. Keep learning: Subscribe to the Social Care Weekly Newsletter You can also explore the latest B Squared Media State of Social Care Report for more data on the business impact of social care.

  8. Aug 12

    Your Customer Complaints Are Shaping What AI Says About Your Brand

    Your website isn't the only thing AI reads before it decides what to say about your brand. Your Yelp reviews are. So is that unanswered DM from three weeks ago. Katie Artz spent 90 days optimizing her own company's website, testing every AI visibility best practice on herself before she sold a single client on it. The thing that actually got her cited by AI? Not the website. Her personal LinkedIn, a mention on Reddit, and third-party coverage. In this episode, Brooke talks with Katie, founder and CEO of No Fluff, about how AI builds a "trust graph" for your brand from reviews, social conversations, third-party sources, and the rest of your digital footprint. They explore why the questions and complaints your social care team handles every day are becoming strategic intelligence — and what leaders should do with that information instead of letting it stay inside the social team. We Talk About: Why AI reads your entire digital footprintWhy Katie's company got cited by AI — and why it wasn't her websiteWhat happens to brands that don't respond to complaints or reviewsHow to turn one customer response into three places AI can find itA 5-minute test you can run right now to see what AI already thinks about your brand Want to know what AI is already saying about your brand? Katie's five-minute test is a great place to start. But if you want to understand how your brand actually shows up across AI search, where competitors are being recommended instead, and what you can do to improve your visibility, the AI Visibility Benchmark™ goes deeper. No Fluff benchmarks your brand across the questions buyers are actually asking and gives you a roadmap for improving how your company shows up in AI-generated answers. See where your brand stands with the AI Visibility Benchmark™: https://nofluffmktg.com/ai-visibility-benchmark/

See All (92)

Trailer

5
out of 5
7 Ratings

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
    92
  • Rating
    Clean
  • Copyright
    © Copyright 2026 Brooke Sellas
  • Show Website
    Social Media CX Podcast