If your employee advocacy sounds like a press release… it's not advocacy. It's advertising.

Let’s fix that.

In this episode of the Social Media CX Podcast, I’m breaking down why canned captions kill trust and how you can unlock real employee voices to build credibility, connection, and conversions.

We’ll cover:

• The difference between amplification and authentic advocacy
• Why copy/paste posts don’t cut it anymore
• My favorite framework for empowering employees without overwhelming them
• How to use trust data to change the way you amplify wins
• Tactical tools like content hubs, storytelling workshops, and social proof that actually works

💬 Whether you manage social care or CX, this one’s for you if you’re ready to let go of control and start building real trust through real voices.

🔥 Mentioned in this episode:

• Conversations That Connect – My book on turning social listening into real CX results

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

Let’s talk about what happens when we stop marketing to personas and start connecting with real people.

In this episode of the Social Media CX Podcast, I’m building on the framework Phil Treagus introduced last week and showing how we can bring those ideas to life in your social care strategy. From emotional insight to pattern recognition to cross-functional feedback loops, I’m sharing real-world ways we apply this approach at B Squared Media.

You’ll learn:

• Why personas fail to reflect true customer needs
• How to gather emotional clarity using AI + social listening
• How to tag conversations to surface pre-purchase intent
• How agent feedback becomes a secret source of CX gold
• How to build and maintain a Human Understanding Map

Whether you're trying to boost loyalty, prove ROI, or just elevate how your brand shows up on social, this episode delivers the clarity you need.

👉 Mentioned in This Episode:

• Listen to Ep. 35 with Phil Treagus: [Insert Link to Episode 35]
• Care Squared Training: https://bsquared.media/care

Let me know which part of EMPATH you’re already using (or struggling with). DM me or drop a comment on LinkedIn. Let’s compare notes!

Ready to future-proof your social care strategy? Let’s talk it out: https://bsquared.media/contact

If you’ve ever felt that traditional marketing personas just don’t capture the real human behind the data, you’re in for a treat.

In this episode, I’m joined by Phil Treagus-Evans. He’s an entrepreneur, writer, and co-founder/CEO of Giraffe Social, here to talk about why he believes personas are flawed, why funnels are outdated, and how his Empath Framework and Pinball Method can help you truly connect with your audience.

Phil shares practical ways to map customer feedback so you can build trust and drive meaningful engagement (the kind that leads to loyalty and advocacy). We also dig into AI’s role in marketing, how to balance automation with human touch, and why your team is your greatest USP.

Mentioned in This Episode:

• Phil Treagus-Evans’ book: Human-First Marketing
• Giraffe Social resources
• Phil’s website
• LinkedIn Learning course

Want to put human-first thinking into action for your brand? Book a brainstorm with us at B Squared Media, and let’s talk about building real connections that convert.

You don’t need five people to care about your customers on social, you just need a plan.

In this Care Chat episode, I’m answering a question inspired by my recent interview with Ben from King Arthur Baking: How do you build an engagement team when you’re flying solo?

I break down the 5-step system we use at B Squared Media to help brands create proactive, high-impact social care programs—even if you’re a team of one. From auditing your inbound channels to tracking ROI on conversations, this episode is all about starting where you are and proving the value of social.

You’ll learn:

• Why reactive engagement is still a starting point
• How to build a response matrix that sets the tone
• Tools to help you flag urgency (without going enterprise)
• Why you MUST engage like a human (yes, daily!)
• How to track gain/retain conversations for ROI

Whether you’re running solo or growing your team, this one’s for you.

Mentioned in This Episode:

• Agorapulse for prioritizing DMs and urgent messages
• Visit brookesellas.com for speaking inquiries + CX insights

👉 Book a brainstorm and let’s talk about turning your DMs into dollars: https://bsquared.media/contact

Let’s bust a myth: You do not need a big team to deliver amazing social care.

In this episode, I’m spotlighting how small but mighty teams—like King Arthur Baking Company’s three-person social squad—are showing up more consistently (and with more heart) than brands with twice the headcount.

I break down how to scale real, heartfelt digital engagement using the systems, tone, and tools that make conversations feel personal, even at scale. If you’re struggling with slow response times, low engagement, or proving ROI on your social efforts, this one’s for you.

You’ll learn:

• How to build a tone playbook your team can actually use
• Why responsiveness is your brand’s new reputation
• Ways to tag, segment, and personalize replies using tools like Agorapulse
• How to connect the dots from comments to conversions
• Why FAQ templates still need a human “hello”

If you’re ready to scale real conversations (not just content), let’s talk it out. 💚

Mentioned in This Episode:

• Free Course: Talk-Worthy Content
• Inside King Arthur Baking's Customer Experience with Ben Rapson
• Agorapulse social media tool

👉 Want help building your own scalable engagement system? Book a brainstorm with me and let’s future-proof your social CX.