Social Media Customer Care: Conversations That Drive CX ROI with Brooke B. Sellas

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Social Media Customer Care: Conversations That Drive CX ROI — with Brooke B. Sellas

Guest: Brooke B. Sellas — Founder & CEO of B Squared Media, author of Conversations That Connect, LinkedIn Learning instructor, adjunct lecturer, keynote speaker, and host of the Social Media CX Podcast.

Episode Summary

In this episode, Gary sits down with Brooke B. Sellas to discuss how conversation-led social media customer care drives real CX outcomes—retention, loyalty, and revenue.

Brooke explains why most brands are stuck in “content factory mode,” how to shift toward talk-worthy content that evokes emotion, and how social conversations can uncover frustration, intent, and purchase signals long before customers enter a sales funnel.

You’ll learn why silence is the true churn indicator, what brands get wrong about AI and automation, and how B Squared Media uses social listening, tagging, labeling, and promo codes to attribute real dollars to social customer care.

💬 What We Cover

  • Why content is the vehicle but emotion is the destination
  • Conversation-led social care vs. reactive contact center support
  • How enterprise brands use social listening to catch “in the wild” buying signals
  • Tagging & labeling: gain/retain, sentiment, product issues, and intent
  • How promo codes tie sales directly to social care
  • Why silence—not complaints—is the biggest churn risk
  • Where AI actually helps (sorting, tagging, FAQs) vs. where it hurts (EQ moments)
  • Why personality in B2B is a differentiator, not unprofessional
  • The metrics that matter most: response time, response rate, and conversation volume

📈 Three Practical Takeaways

  1. Start tagging all conversations as acquisition (gain) or retention (retain).
  2. Shift content strategy from posting to sparking emotional, talk-worthy reactions.
  3. Use AI for IQ tasks (sorting, workflows) but keep humans front and center for real connection.

CHAPTERS:

00:50 Intro

03:12 Conversations > Content

04:30 Feeding The Content Monster

05:55 Content is the Vehicle, Emotion is the Destination

07:42 Being Heard

10:36 What B-Squared Media Actually Does

11:54. Why Contact Centers Struggle with Social

14:48 Social Listening in the Wild

17:03 Tools: Tagging, Labeling & Intent Signals

20:58 The “ROI Question”

24:07 Fixing KPIs & Conversation Metrics

28:52 How AI Fits into Social Media Customer Care

32:26 Automation Fails & Hype Cycles

38:48 Main Segment Closer: How to be more Conversational

39:43 Does It Hold Water?

43:42 Chip Shots

🔗 Connect with Brooke

🏷️ Tags

Social Customer Care, Social Media ROI, CX Strategy, Customer Experience, Social Listening, Tagging & Labeling, AI in CX, Emotional Marketing, B2B Voice, Brooke Sellas, PodMatch