If you’re still chasing perfect social media content, it’s time to rethink your UGC strategy. In this episode, I break down why messy is beautiful—and why your next best-performing content might be lopsided, amateur, and absolutely relatable.

I share insights from my chat with Ben Rapson of King Arthur Baking about how their community thrives on imperfect, authentic content. Plus, I walk you through four ways to spark user-generated content that actually builds trust and drives conversions.

By the end of this episode, you’ll know how to:

• Reframe your UGC brief to invite authenticity
• Create low-barrier prompts your audience loves
• Celebrate progress instead of perfection
• Track and nurture repeat contributors to grow superfans

Your audience doesn’t want to be impressed, they want to be included. Let’s turn your UGC into a true loyalty engine.

Want to build a UGC strategy that actually converts? Book a strategy session with me.

Mentioned in This Episode:

• Brooke Sellas’ book → Conversations That Connect

What do a digital engagement pro and a 200-year-old flour company have in common? Turns out, a lot. In this episode of the Social Media CX Podcast, I chat with Ben Rapson, the mastermind behind King Arthur Baking’s award-winning social strategy.

We dig into why King Arthur focuses on delivering "knowledge and inspiration" on social, rather than selling. Ben shares how their customer care team responds 7 days a week, how they’ve built a pun-filled, personality-driven brand voice, and why embracing amateur content is a strength, not a flaw.

You’ll also hear how they track success across UGC, their annual Recipe of the Year, and even their emotional connection to baking trends.

🔗 Mentioned in This Episode:

• King Arthur Baking Company
• Follow King Arthur on Threads
• Follow King Arthur on Instagram
• King Arthur Baker’s Hotline
• Recipe of the Year: Big & Bubbly Focaccia

Social Tools Mentioned: Sprout Social and Hootsuite

In this week’s Care Chat, I’m answering a listener question about one of my favorite CX tools—surprise and delight. Specifically, can it actually be measured? Spoiler: YES. And in this episode, I show you exactly how.

I walk you through our GLOW framework (Give, Listen, Observe, Win) and how to use it to create moments that actually matter to your customers and move the needle for your business.

From handwritten notes and unexpected swag to brand love and revenue lifts, this isn’t about going viral. It’s about creating emotional retention that leads to lasting loyalty.

Let’s talk about how we can help you create a repeatable, revenue-generating CX strategy.

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Mentioned in This Episode:

• Conversations That Connect by Brooke Sellas — https://bsquared.media/conversations-that-connect-book
• Book a brainstorm → https://bsquared.media/chat