Conversations That Connect

How to Connect, Converse, and Convert Through Social Media Listening and Social-Led Customer Care

By: Brooke Sellas

Narrated by: Virtual Voice

People aren’t starved for content.
They’re starved for connection.

In Conversations That Connect, Brooke Sellas explains how she’s helped billion-dollar brands in consumer goods, finance, retail, and other industries connect with the online communities that discuss, influence, and buy their brands. Like all meaningful connections, it starts with genuine conversations – knowing how to listen, share feelings, and offer opinions (yes, even as a company!) – and that builds relationships and leads to effective social media management.

• Think Conversation, Not Campaign™. If you’re thinking about social media as the new destination for your marketing campaigns, you’re already doing it wrong.
• The platform is not the point. You’ll learn why so many marketers and brands waste time moving from one social media channel to the next – “chasing shiny objects.” Find out why the key to cracking the code does not start with choosing the right social media platform.
• Listen, learn, and take the lead. Consumers are composing epic ballads for marketers looking to target them — as long as those marketers are listening. Sellas will teach you the power of social media listening.
• The psychology of connections. Leveraging her university study of the social penetration theory, Sellas shows how the same concepts that build relationships between us in real life is key to mastering conversations that connect on social media.
• Cultivating your brand’s online community. Your brand has a community already. Sellas will teach you how to listen first, so you can join the chat without killing the vibe – and maybe even (gently) direct the conversation.
• Teams, not tech. Bots are awesome…until they’re not. Without humans, things go haywire. Sellas will explain why her strategy of “teams, not tech” is essential to harnessing the power of automated response systems.
• Customer Care is not a cost center. Sellas shows how social-led customer care leads to not only customer retention and loyalty, but can also increase acquisition and conversion through organic social media efforts.
• Compelling case studies. Throughout the book, Sellas gives you real world examples of success (and a few scary stories to learn from!). Including how her B Squared Media team helped one client improve customer support response times by 3,278%, including a 2229% increase in complaint handling. Yes, really.