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. 2d ago

    Your Content Might Be Training People to Ignore You

    Every time we publish forgettable content, we teach our audience there's no reason to pay attention. That's the hidden cost of cliché content—and one of the biggest reasons brands struggle to generate meaningful engagement, customer insight, and measurable social media ROI. In this episode, I'm introducing the C in the CARE Framework: Conversations. I explain why social media works best as a conversation channel, not a broadcasting channel, and why conversations are the foundation for everything that follows in CARE—from acquisition signals to retention insights to business intelligence. If your audience isn't responding, the problem may not be the algorithm. It may be the conversation you're creating. This episode will help you rethink what social media is actually for and how to turn engagement into intelligence your business can use. In This EpisodeWhy social media should be treated as a conversation channel, not a broadcasting channelHow cliché content teaches audiences to tune brands outThe difference between posting content and creating conversationsWhy conversations are the foundation of the CARE FrameworkHow conversations become acquisition signals, retention signals, and business intelligenceWhat brands get wrong when they say, "Our audience doesn't engage" Mentioned in This Episode👉 Talk-Worthy Content (Free Course): https://bsquared.media/courses/talk-worthy-content 👉 Conversations That Connect: https://bsquared.media/conversations-that-connect-book 👉 Catch up on the Social Penetration Theory series: https://youtu.be/JfYCdrUaXCg?si=1ZsrULc-sY5oHIK9 What's Next?Next week, we're diving into the A in CARE: Acquisition. I'll show you how to identify pre-purchase signals hiding in everyday social conversations, what they look like, and how to turn them into actionable opportunities for your business.

    9 min

  2. May 27

    Why Safe Brand Content Fails to Build Trust

    Your brand content might be too safe to build trust. In this final episode of the Social Penetration Theory series, I’m talking about the deepest layer of human connection online: feelings. Because while most brands say they want loyalty, advocacy, and emotional connection, their content is often designed to avoid risk instead of create relationships. And customers can feel it. I share the story behind how getting laid off in 2009 eventually led me to build B Squared Media, why “think conversation, not campaign” became our foundation, and what 14 years in social media customer experience has taught me about trust. We also unpack why so much content feels emotionally empty right now, especially in the age of AI, and why the brands standing out today are the ones willing to sound human again. This conversation is also the foundation behind our free Talk Worthy Content Course because trust is not built through content calendars or one-off campaigns. It’s built layer by layer through conversations people actually care about. In this episode: Why safe content often creates forgettable brandsThe real reason emotionally resonant content stands outWhy customers trust human brands more than polished onesWhat AI still cannot replicateHow stronger customer relationships are built over time Mentioned in this Episode:Talk Worthy Content Course: https://bsquared.media/courses/talk-worthy-content

    23 min

  3. May 20

    Why Nobody Responds to Brand Content

    The algorithm doesn't care that you posted. It cares that you said something worth responding to. This week, I'm breaking down why so much "safe" content underperforms, why applause isn't the same as engagement, and what platforms are actually rewarding right now. It's layer three of Social Penetration Theory: opinions. The layer where real conversations start, trust builds, and brands either become memorable or disappear into the noise. We'll get into the difference between controversy and conviction, why disagreement is often a sign your content is working, and how to drive conversation without manufacturing drama. Plus, I’ll share practical ways to get your audience actually talking back. Inside this episode: Why disagreement can actually strengthen your contentWhat social media algorithms are rewarding right nowHow brands accidentally water down their messagingSimple ways to get your audience talking backHow to create conversation without being controversial Mentioned: Free Talk-Worthy Content Course: https://bsquared.media/courses/talk-worthy-content Connect with Brooke Sellas on LinkedIn: https://www.linkedin.com/in/brookebsellas

    20 min

  4. May 13

    Why Valuable Brand Content Gets Ignored

    Most brands think they have an engagement problem when they actually have a conversation problem. Because facts matter. Credibility and data matters. But if your content stops at “here’s a statistic,” you’re probably creating passive engagement instead of real conversation. This week, I’m digging into why some of the smartest, most accurate brands online are still struggling to get people to respond and why algorithms are increasingly rewarding conversation over broadcasting. It’s part two of our May Series on Social Penetration Theory—and how it can help explain why so much brand content gets seen but not responded to. We’ll get into: Why facts alone rarely create meaningful engagementWhat LinkedIn’s analytics reveal about where reach is actually happeningThe difference between passive consumption vs. conversation-driven contentHow to stay compliant without losing personality or warmthWhy conversation is becoming more valuable than reach Mentioned: Free Talk-Worthy Content Course: https://bsquared.media/courses/talk-worthy-content Connect with Brooke Sellas on LinkedIn: https://www.linkedin.com/in/brookebsellas

    14 min

  5. May 6

    The Real Reason Brand Content Isn’t Building Loyalty

    Most brands are publishing more content than ever — yet trust, engagement, and loyalty still feel harder to earn. For enterprise marketing leaders, the challenge is rarely a lack of content. The problem is that much of today’s brand messaging stays at the surface level: polished announcements, safe language, and transactional responses that create visibility but not connection. In this episode of the Social Media CX Podcast, Brooke Sellas explores the communication framework that has quietly shaped relationship-building for decades: the Social Penetration Theory, also known as the “Onion Theory.” Originally developed to explain how trust forms between people, this framework offers a powerful lens for understanding why some brands build loyalty while others struggle to create meaningful engagement. You’ll hear why most brand content never moves beyond clichés, how relationship depth impacts customer trust, and why today’s social algorithms increasingly reward conversation over passive engagement. For marketing leaders navigating audience fatigue, declining engagement, and pressure to prove business impact, this episode reframes social media as more than a distribution channel — it becomes a relationship environment. What You’ll LearnWhy publishing more content doesn’t automatically create stronger customer loyaltyThe four layers of relationship-building that shape trust between brands and audiencesHow surface-level messaging weakens engagement and emotional connectionWhy customer service interactions on social media can either strengthen or damage loyaltyWhat social platforms are rewarding now — and why conversation matters more than impressionsHow enterprise brands can move from broadcasting content to building relationships Why This Matters for Marketing LeadersToday’s customers expect more than awareness campaigns and polished announcements. They want relevance, recognition, and human interaction. The brands earning trust are not necessarily the loudest or the most visible — they are the brands willing to communicate with greater depth. This episode challenges a common assumption in enterprise marketing: Visibility doesn’t automatically create loyalty. Instead, loyalty is built through trust, and trust grows through conversations that move beyond surface-level messaging. Continue the ConversationWant more insights on social care, customer loyalty, and conversation-driven marketing? Subscribe to Brooke Sellas’ Lost to Loyal Newsletter on LinkedIn for ongoing strategies and real-world examples of how brands turn engagement into loyalty. Join the newsletter: https://www.linkedin.com/newsletters/6815661085677383680/ Or take the free Talk Worthy Content Course to learn how to create social content designed to spark meaningful engagement. Explore the course: https://bsquared.media/courses/talk-worthy-content/ Connect with Brooke SellasFollow Brooke on LinkedIn for ongoing conversations about customer experience, social care, and the future of relationship-driven marketing.

    16 min

  6. Apr 29

    AI in Customer Experience: Will It Build Trust or Break It?

    AI is everywhere in customer service right now. But faster doesn’t always mean better. In this episode, I’m joined by Matt Price, founder and CEO of Crescendo AI. We talk about what’s actually changing in customer experience, and where I see a lot of brands getting it wrong. We get into why “just adding a bot” often makes things worse, how so many teams are still operating like production lines, and what shifts when you stop thinking about efficiency and start thinking about engagement. Matt shares what he’s seeing across hundreds of contact centers, including how AI is changing customer expectations, where companies are creating friction without realizing it, and why the real opportunity isn’t automation… it’s redesigning the entire experience. We Talk About: Why adding AI to one part of the process can backfireThe “fast food” approach to customer serviceWhat I think companies still misunderstand about CXWhy customers are fine with AI (until they’re not)How better handoffs between AI and humans improve outcomesThe pressure CX leaders are under right nowWhat you’d do differently with unlimited capacity Mentioned in this Episode: LinkedIn: https://www.linkedin.com/in/growthspecialistWebsite: https://www.crescendo.ai Email: matt.price@crescendo.ai State of Social Media Care Report: https://bsquared.media/the-state-of-social-care-2026

    34 min
  7. The 5 Levels of Social Care (And Where You Actually Are)

    Apr 22

    The 5 Levels of Social Care (And Where You Actually Are)

    Most brands think they’re doing social care well. They’re responding to comments, they have a team, and they might even have the right tools in place. But when you actually look under the hood, there’s often a gap between perception and reality. In this solo episode, Brooke Sellas breaks down the B Squared Social Care Maturity Model and walks through the five levels most organizations move through, from reactive to fully experience-led. If you’re investing in social, this is the framework to understand where you really stand and what it takes to level up. We Talk About: Why responding to comments doesn’t mean you’re actually doing social careThe gap between where brands think they are vs. where they actually areThe 5 levels of social care maturity (and what defines each one)What “reactive” social care looks like in practiceWhy most brands are stuck between Level 1 and Level 3Why social is becoming an experience channel, not just content distribution Mentioned In This Episode: 2026 State of Social Care Report: https://bsquared.media/the-state-of-social-care-2026

    17 min

  8. Apr 15

    Unfiltered Social Media Marketing Conversations

    At Social Media Marketing World, the most valuable conversations don’t always happen on stage. In this special replay episode, Brooke Sellas shares real, unfiltered hallway conversations recorded immediately after her session at Social Media Marketing World 2025. From navigating B2B2C audience challenges to rethinking engagement metrics, sparking real conversation on social, and deciding how (and when) to respond to comments, this episode captures what social media strategy looks like in practice, not theory. If you’ve ever struggled to get people to engage, measure what matters, or prove the value of social care, this is a behind-the-scenes look at how those problems actually get solved. In this episode:How to approach content when you’re speaking to multiple audiences Why people aren’t engaging with your posts—and what to changeWhat “conversational content” actually looks like in practiceHow to think about engagement rate (and why there’s no perfect formula)Why your campaigns might be too big, too soonHow to use polls and simple prompts to build momentum Mentioned In This Episode: BSquared MediaSocial Media Marketing World

    12 min
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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
    75
  • Rating
    Clean
  • Copyright
    © Copyright 2026 Brooke Sellas
  • Show Website
    Social Media CX Podcast

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