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

    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/

  2. 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

  3. 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.

  4. 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/

  5. Aug 5

    The Customer Signals Hidden Inside Your Social Care Data

    Fast replies aren't the same as solved problems. Here's what actually proves it. Most leadership dashboards answer one question: How is the team performing? What they often miss is an even more important one: What are customers trying to tell us before those issues become expensive? Response time, follower growth, and engagement may look good in a report, but they rarely reveal whether your organization is solving customer problems, protecting trust, or uncovering operational issues before they spread. In this episode, Brooke shares four customer signals already hidden inside your social care data that reveal what's really happening behind your customer interactions. You'll learn how resolution rate, deflection rate, sentiment shift, and inquiry mix can help leadership make better decisions and connect social care to real business outcomes. We Talk About:Why fast response times can create a false sense of successThe customer signals that reveal whether problems are actually being solvedWhen automation improves efficiency—and when it quietly erodes trustWhy inquiry trends often expose operational issues before the rest of the business sees themHow to connect social care reporting to the business outcomes leadership cares about Wondering what your customer conversations are trying to tell your business? The B Squared Media Social Care Audit uncovers the customer signals most organizations overlook, giving you a clear executive-level diagnostic of what's working, what's missing, and where hidden risks may already be emerging. Learn more at bsquared.media/social-care-audit.

  6. Jul 29

    AI Doesn't Know What Makes Your Brand Different

    Every marketing team now has access to AI. The challenge isn't finding the right tool—it's teaching AI what makes your brand worth listening to. This week, Brooke Sellas talks with Mike Allton, Chief Storyteller at Agorapulse, about why so much AI-generated content sounds the same and what leaders can do to change that. Their conversation explores why AI needs more than a clever prompt, how better context leads to better results, and why the real competitive advantage comes from giving AI a deeper understanding of your audience, your voice, and your business. Mike also demonstrates Archie, Agorapulse's new AI content tool, showing how it helps marketers build that context before content is ever created. Along the way, he shares how AI challenged one of his own marketing ideas—preventing a weak campaign before it ever reached customers. We Talk About: Why AI-generated content often sounds generic—and how to make it reflect your brand insteadThe surprising research behind why people trust AI content, even when it's wrongA look inside Archie and how it helps AI understand your business before creating contentThe marketing campaign Mike's own AI convinced him not to sendWhy the real value of AI isn't just saving time—it's what your team can do with the time it gives back Teaching AI what makes your brand different doesn't stop with marketing. As AI becomes part of customer care, the same principles of governance, trust, and brand consistency become even more important. The State of Social Care Report explores how leading organizations are implementing AI responsibly while protecting the customer experience. Download your free copy today. https://bsquared.media/the-state-of-social-care-2026/ Mentioned in this Episode: Agorapulse: https://www.agorapulse.comArchie Waitlist: https://archie.app/Connect with Mike Allton on LinkedIn: https://www.linkedin.com/in/mikeallton

  7. Jul 22

    Your Leadership Message Isn't Landing. AI Can Show You Why.

    What if the reason your leadership message isn't landing has nothing to do with the words you're using? Most organizations spend countless hours refining executive messaging. But as leadership communication shifts to video, AI is revealing another factor that influences whether people trust what they hear: the alignment between what leaders intend to communicate and what audiences actually perceive. Brooke sits down with Deirdre Breakenridge, founder of Pure Performance Communications and creator of FIQ.ai, to explore how AI is helping leaders uncover communication blind spots before those messages reach customers, employees, or stakeholders. If your organization relies on leaders to communicate during moments that matter, this conversation will change the way you think about executive communication. Curious what AI sees when you step in front of the camera? Learn more about FIQ.ai, the communication coaching platform featured in this episode, and discover how it's helping leaders uncover the hidden signals that influence whether their messages connect. Rather than replacing human coaching, FIQ.ai gives leaders and communication teams deeper insight into how executive messages are actually being perceived. 👉 https://www.fiq.ai

  8. Jul 15

    What AI Is Revealing About Your Customer Experience

    The biggest risk with AI isn't that it gets customer interactions wrong. It's that it gets them almost right. When AI responses become generic or inconsistent, most organizations assume they have a prompt problem. Susan Westwater argues they're solving the wrong problem. Those results often point to weaknesses in the workflows, governance, and brand systems behind the AI. In this episode, Susan explains why AI doesn't create inconsistent customer experiences—it scales the systems already in place. If your AI doesn't sound like your brand, the answer probably isn't another prompt. It's a better workflow. In This EpisodeWhat generic AI responses reveal about your customer experienceWhy better prompts won't fix broken workflowsThe difference between prompts and AI workflowsHow governance protects brand trust while enabling faster responsesWhere to start if you only have time to improve one workflow Free ResourceSusan created a free AI Draft Review Checklist to help teams identify workflow gaps before they become customer experience problems. ➡ Download it at pragmatic.digital/checklist Need a Bigger Picture?Wondering what AI might be revealing about your own customer experience? Brooke's Social Care Audit evaluates response times, governance, workflows, and brand voice to uncover the operational gaps affecting customer experience and AI performance. bsquared.media/social-care-audit

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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
    88
  • Rating
    Clean
  • Copyright
    © Copyright 2026 Brooke Sellas
  • Show Website
    Social Media CX Podcast