If your CTA gets cut off or your video is cropped on TikTok, you’re already telling your customers that you don’t care about their experience.

In this episode, I’m joined by Joshua McGee, a social media strategist who treats content formatting and platform fit as key CX levers. We talk about how small visual details in your social media content can increase attention, trust, and engagement.

We cover:

• What most brands miss about content design
• How platform differences impact brand perception
• Why vertical video is essential, even on LinkedIn
• Joshua’s behind-the-scenes “burner account” strategy for testing
• The power of clean thumbnails, visible logos, and consistency across posts

This episode is for marketers and social media teams who want content that not only performs—but proves you care.

Mentioned In This Episode:

• Sprout Social’s Social Media Size Guide
• Rev.com
• Joshua on LinkedIn
• Joshua on Instagram
• Tell Me Why with Josh & Ciara
• LinkedIn Learning: Mastering Social Media Customer Care

📞 Ready to rethink your social care? Book a brainstorm → https://bsquared.media/contact

This episode drops right before Thanksgiving, so naturally we’re talking about gratitude. But not in the fluffy, feel-good way. I’m talking about how gratitude can actually become one of your strongest customer retention strategies.

In this episode, I’ll break down how simple “thank you” moments can be measured, scaled, and turned into real revenue-driving touchpoints in your social care strategy. You’ll also learn how AI can support gratitude without sounding robotic (yes, really!).

In this episode:

• Why engagement is gratitude—and how it fuels loyalty
• 3 tactical ways to operationalize gratitude without a huge budget
• What brands like Chewy, Zappos, and JetBlue teach us about thank yous
• How to use AI to make gratitude more human, not less
• My favorite client example using a “gratitude database”

🎁 Your CX Challenge This Week:

Say thank you to a customer, colleague, and community member—then track what happens. Gratitude builds trust and trust builds retention.

• Brooke Sellas’ book → Conversations That Connect
• Convince & Convert → How 56% of Loyal Customers Are Born

Ever feel like your social feed is full of noise? In this episode, I’m breaking down how to cut through that chaos and extract the signal—the emotions, the expectations, the hidden stories your audience is actually trying to tell you.

We’ll talk about:

• Why your customers are already writing your next campaign brief
• A simple framework to turn insights into impact
• How a healthcare client turned competitor complaints into a breakthrough campaign
• Why AI struggles with tone (and how to prompt it better)

Plus, I’ll give you three prompts you can take straight to your listening dashboard or AI tools.

🎧 Mentioned in this episode:

• Download the Social Listening Workbook (free!)
• Love the show? Drop a quick review: ratethispodcast.com/smcx

🧠 Remember: Listening gives you the truth, but storytelling gives it traction.

If you’ve ever felt overwhelmed by social listening or unsure where to even begin, you’re going to love this episode. I’m walking you through our BIC Framework—the easiest, most strategic way to listen smarter in 2026 and beyond.

Here’s the deal: Most brands think they’re doing social listening, but they’re really just monitoring mentions. That’s a missed opportunity

In this episode, I break down:

• The difference between social monitoring vs. real listening
• Why you need to combine quantitative + qualitative data (and how to do it)
• How to implement the BIC Framework
• Tools to help (yes, I name names)
• How to steal your competitors’ thunder and turn complaints into conversions

Plus, I’m sharing a sneak peek of my upcoming webinar with Agorapulse where we’ll show you how to uncover buying signals in competitor feedback. (It’s free—grab your spot below!)

Mentioned in This Episode

• [Free Webinar] Steal Their Thunder
• Agorapulse
• Sprout Social
• Sprinklr

Ever wondered how a wave of customer requests can spark a brand-new Reese’s flavor? This week on the Social Media CX Podcast, I’m joined by Paige Walker from Hershey’s—and this one is extra sweet.

Paige, Manager of Cultural Intelligence & Trends, takes us behind the scenes of how Hershey's evolved from reactive social care to a full-blown cultural listening machine. We talk about:

• The actual ROI of social listening
• How AI tools like Quid and Viral Moment uncover hidden trends
• Turning TikTok videos and Instagram DMs into campaign strategy
• The Reese’s + Oreo story that proves consumers are co-creators

Whether you're deep in CX or still getting buy-in for better customer care, this episode will have you rethinking how your brand listens.

🎯 Want to uplevel your social customer care? Check out my LinkedIn Learning course: bit.ly/B2LICare

Mentioned in this Episode:

• Connect with Paige on LinkedIn
• LinkedIn Learning Course: Mastering Social Media Customer Care
• Quid social listening platform
• ViralMoment video AI tool

Employee advocacy can be your brand’s biggest superpower — or your scariest liability.

In this Halloween-inspired episode, I’m showing up as Brooke the Jellyfish (because when CX gets dark, we glow ✨), and sharing the spooky truth about what happens when employee advocacy goes sideways.

We’re diving into real-life horror stories:

👻 A rogue LinkedIn post that accidentally politicizes a brand

🧟‍♂️ Over-scripted employees who become zombie megaphones

📸 An Instagram post that leaked private customer data

🪦 A new advocacy program that flopped right out of the gate

But don’t worry, I’m not here just to scare you — I’m handing over your survival kit:

✔️ Guardrails that protect without controlling

✔️ Motivation methods that actually get employees engaged

✔️ Training tips to help your team post safely

✔️ Why choice is the most powerful tool of all

If your advocacy program feels like it’s dead on arrival… let’s bring it back to life. 💥

• Want a speaker who stays after the applause? Book me to speak at your next event

👉 DM me your scariest employee advocacy story

👉 Subscribe + leave a review if this episode made you think

👉 Share this episode with your CX or HR team — they need to hear this!

Until next time,

Think conversation, not campaign.™

Hey y’all — Brooke Sellas here.

In this episode, we’re flipping the script on employee advocacy. It’s not just about amplifying brand content anymore — it’s about building community.

I’ll share how your employees can become trusted community hosts, not just megaphones, and why that shift from “share” to “shape” is where the magic happens.

We’ll dive into:

• Tactical ways to spark real conversations (not just reposts)
• How to protect and empower employees as advocates
• A client story that proves behind-the-scenes wins get the biggest engagement
• What employee-led CX actually looks like in practice

Plus — I’ve got a hard truth: while you’re focused on content, your competitors are converting conversations. I’ll show you how our Social Care Audit uncovers those missed opportunities and turns them into ROI.

🎯 Want to see where you’re leaving money on the table?

➡️ Schedule your Social Care Audit

If you can't prove the ROI of your employee advocacy program... you don’t really have a strategy — you have hope.

In this episode, I break down the real metrics that move the needle on employee advocacy.

We're done counting clicks and calling it a win. I’m showing you exactly what to measure, how to tell a compelling story with your data, and the dashboard metrics your executive team actually wants to see.

Plus, I share a simple way to test advocacy’s true impact and get more budget and buy-in for your program.

👇 Ready to turn engagement into revenue?

Book your spot in our Care Squared Training Program → https://bsquared.media/services/care-squared-training-program/