Social Media CX Podcast

Brooke Sellas
  • 5.0 (6)
  • MARKETING
  • UPDATED WEEKLY

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” segment. Whether you're in CX, marketing, or social media, this podcast is your go-to guide for turning social channels into revenue-driving, loyalty-building tools. If you’re ready to master the art of social care, hit subscribe and join the conversation—because great CX isn’t just extra, it’s expected.

  1. 1H AGO

    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

  2. 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

  3. 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

  4. 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

  5. APR 8

    What’s Actually Driving Customer Churn

    Customer experience doesn’t usually break all at once. It’s often a series of small moments that aren’t handled quickly enough. In this episode, I’m joined by Rani Parkinson, our Senior Social Care Account Manager at B Squared Media, to talk about what’s actually happening inside social care day to day—and why the brands that feel “calm” are usually the ones handling the small stuff well. We talk about why good CX often feels invisible, how small issues turn into public escalations, and why consistency matters more than any big viral moment. We also get into what’s really behind most customer complaints (it’s usually not the product), and how quickly things can spiral when no one responds. Mentioned: Connect with Rani: https://www.linkedin.com/in/rani-parkinsonSocial Care Weekly: https://bsquared.media/newsletter Learn more in the State of Social Care Report (2026): https://bsquared.media/the-state-of-social-care-2026

    35 min

  6. APR 1

    Where Customer Experience Actually Breaks: CX Under Pressure

    Customer experience doesn’t break in one big moment. It breaks in the gaps. In this final episode of the CX Under Pressure series, I’m pulling together the biggest patterns from the last four conversations and where things tend to break down. It’s usually not one big failure. It’s gaps in how teams operate, how decisions get made, and how customer signals actually get used. This episode is a look at what’s behind that—and what separates teams that stay reactive from the ones that don’t. In this episode: Why most brands are still getting wrong about customer relationshipsThe real reason customers escalate (and why it’s usually not about anger)How disconnected systems create broken experiencesWhere AI is helping—and where it’s making things worseWhy listening to customers isn’t enough (and what to do instead)The difference between reactive vs controlled CXWhat metrics that actually matter Mentioned: State of Social Care Report (2026): https://bsquared.media/the-state-of-social-care-2026 Ep. 61 with Tyler Stambaugh: https://www.youtube.com/watch?v=jfBpi7AY7nI Ep. 62 with Katie Robbert: https://www.youtube.com/watch?v=yIEwppGapcY Ep. 63 with Lisa Martin: https://www.youtube.com/watch?v=S8nfxpGW7Ec Ep. 64 with Scott Lee Holloway: https://www.youtube.com/watch?v=MqmaCVTZglY

    12 min

  7. MAR 25

    Turn Customer Feedback Into Action: CX Under Pressure

    Most banks collect customer feedback. Very few actually use it. In this episode, I talk with Scott Lee Holloway, Head of Customer Experience at APS Bank, about what it looks like to actually turn customer insight into action. We get into how his team gathers feedback across channels—and how that insight makes its way into real decisions across the business. We also talk about automation and where human support still matters most, especially in a trust-heavy industry like financial services. If you’ve ever wondered what it takes to move from collecting feedback to actually using it, this conversation breaks it down. You’ll hear about: Why most customer feedback never turns into anything usefulWhat you’re missing if you’re only looking at dashboardsHow customer insight actually reaches leadershipThe tension between AI efficiency and human supportWhat breaks trust faster than most teams realize Mentioned: Connect with Scott on LinkedIn: https://www.linkedin.com/in/scottleehollowayAPS Bank: https://www.apsbank.com.mt Interested In More? Download the State of Social Care 2026 Report: https://bsquared.media/the-state-of-social-care-2026

    37 min

  8. MAR 18

    When AI Breaks Trust in Public: CX Under Pressure

    AI is moving fast — but is your brand keeping up in a way that builds trust or quietly erodes it? In this episode, I sit down with Lisa Martin — former NASA scientist, tech media strategist, iHeartRadio host, and host of CMOs Unscripted — to unpack one of the most pressing questions in business today: How do you use AI in customer-facing environments without sacrificing the trust you've worked so hard to build? Lisa brings her signature blend of scientific rigor and journalistic clarity to the conversation, and she doesn't hold back. In this episode, you'll learn: Why most AI initiatives fail to deliver ROI — and what leaders are getting wrong about use case selectionHow AI is fundamentally changing the trust equation in public, customer-facing channelsWhat "human in the loop" oversight actually looks like in practiceThe non-negotiable guardrails CMOs should insist on before scaling AI in social and digital channelsWhy transparency and accountability aren't just compliance checkboxes — they're growth strategiesWhat some big brands are doing right (and why they're still the exception, not the rule)The three metrics leaders should be measuring beyond cost savings and automation ratesHow to push back internally when AI rollouts feel rushed Connect with Lisa Martin: X/Instagram: @LisaMartinMediaLinkedIn: https://www.linkedin.com/in/lisamartinmedia/Website: https://www.lisamartinmedia.com/Podcast: CMOs Unscripted (https://podcasts.apple.com/us/podcast/cmos-unscripted/id1817565884) Interested in More? Download The State of Social Care 2026 Report (https://bsquared.media/the-state-of-social-care-2026)Rate & review the show: RateThisPodcast.com/SMCX

    35 min
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Ratings & Reviews

5
out of 5
6 Ratings

About

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” segment. Whether you're in CX, marketing, or social media, this podcast is your go-to guide for turning social channels into revenue-driving, loyalty-building tools. If you’re ready to master the art of social care, hit subscribe and join the conversation—because great CX isn’t just extra, it’s expected.

Information

  • Creator
    Brooke Sellas
  • Years Active
    2024 - 2026
  • Episodes
    71
  • Rating
    Clean
  • Copyright
    © Copyright 2026 Brooke Sellas
  • Show Website
    Social Media CX Podcast

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