What makes someone stop scrolling and actually care about your brand? Good creative helps, but really connects on social media is your people.

In this episode, I’m joined by Rashad Alaiyan, a social strategist who’s helped brands like IBM, Salesforce, and Audi build trust by putting their people front and center.

When IBM Watson Health rebranded to Merative, Rashad helped the team lean into employee stories that showed the humans behind the brand in a way that felt real—not performative.

The results? Higher engagement, stronger morale, and more connection.

We talk about:

• How to bring employee advocacy into your brand’s content (without it feeling forced)
• What Rashad tracked to show real impact beyond just likes
• The ripple effects this kind of strategy has on trust, culture, and retention

This is the kind of conversation that makes you rethink what social media can be and how it can fuel more than just clicks.

🔗 Mentioned In This Episode:

• Connect with Rashad on LinkedIn
• Follow Rashad on TikTok
• Brooke Sellas’ book: Conversations That Connect

Want to build a brand people believe in? Start with the people inside it.

Let’s be honest, your customers don’t care about your latest post. They care about how fast you reply when they need help.

In this episode, I break down why clarity, not content, is what builds real loyalty on social media. I’ll walk you through three simple ways to create a clearer, more consistent care experience across your social channels.

You’ll also hear how our clients are turning faster response times and tone training into 20-40% revenue lifts.

You’ll learn:

• How we helped a brand go from 20-hour response times to under 10 minutes
• The 3-step clarity formula I use with every client
• Why care isn’t just for complaints—it’s a conversion tool

Mentioned in This Episode

• Listen to Ep. 36 with Phil Treagus on The EMPATH Framework

🎯 Want to know what’s hiding in your own DMs?

Our Social Care Audit reveals blind spots, buyer intent, and real-time sales opportunities you’re probably missing. 👉 Get your audit here

What if empathy wasn’t just a “nice to have” in your social strategy, but the very thing driving your revenue?

In this solo episode, I break down how emotional intelligence and human-first interactions translate into measurable growth. From reducing churn to capturing buying intent in your DMs, this is the business case for making empathy a frontline metric.

You’ll hear about:

• Why response time + tone = your secret retention strategy
• What real empathy looks like (hint: it's not "we're sorry for the inconvenience")
• KPIs that prove caring actually converts
• How to reframe empathy for your CFO, not just your team
• Our “bar tab” method for empowering agents with autonomy

If you’ve ever struggled to explain why your social care team matters—or why empathy belongs in the boardroom—this is the language you’ve been looking for.

🔗 Mentioned in This Episode:

• Book a Social Care Audit
• EMPATH Framework: Listen to Ep. 36 with Phil Treagus