This is a book for practitioners written by someone who is a practitioner. Brooke’s passion for customer care is crystal clear. She takes time to show you her point of view and how to emulate what she believes. If you want to learn how to create a customer care program that is strategic and empathetic, this book is for you!
Welcome, Friends of Social Media Examiner!
Learn how to connect, converse, and convert through social media listening and social-led customer care
Conversations That Connect is a story that started with a couple of beers (as most good stories do). And some friends. And the Cystic Fibrosis Foundation. And because it was 2007, also this cool new site called Facebook, that all the college kids were using. The result was a very successful charity pub crawl. Maybe because I’m a one-time wannabe weather girl, when social media took the world by storm, I was hooked. Fifteen years later, a few good beers have turned into my million-dollar digital marketing business, B Squared Media.
Today, clients ask me one thing more than any other about social media marketing: “Where do I start?”
In Conversations That Connect, I explain how I’ve helped billion-dollar brands in consumer goods, finance, retail, and others 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.
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A few things I discuss in the book
Praise for Brooke B. Sellas and Conversations That Connect
Conversations That Connect is both a reflection of Brooke’s warm and welcoming personality as well as her insightful and incisive views on customer care. One of my favorite parts is her discussion of the Social Penetration Theory (SPT). She explains how we can intelligently think about the way that we connect like layers of an onion, each layer revealing more intimacy and trust. Her case studies are also detailed and thoughtful.
Brooke has been on the leading edge of thinking differently about how social interaction impacts a business’ bottom line. The insights and practical applications she outlines here are a must-read for any business trying to make their social media strategy more comprehensive and impactful.
No matter what your industry is, marketers aim to meet customers where they are, and ‘where they are’ is on social media. But it was hard to convince executive leadership that investing in a social-led customer care strategy would pay off — Conversations That Connect will help you do that.
Brooke Sellas breaks one of the greatest misconceptions in business today – that the business purpose of social media is sales and marketing. The greatest application of social is for customer service. She dives into Customer Experience (CX) and mapping the Digital Customer Journey. If you want social media efforts that drive product marketing, increase customer satisfaction, and build a community around your brand, this is the map.
Brooke’s perspectives have continuously inspired us to rethink how we approach both our social media campaigns and the potential of social media itself.
About the Author
Brooke B. Sellas has more than 15 years of experience, with an expertise in social media marketing. She founded B Squared Media in 2012, based on her marketing mantra: Think Conversation, Not Campaign.™ Since then, Brooke and the B² Crew have become known as the ‘conversation company’ with their done-for-you social media, advertising, and online customer care solutions that focus on customer-centric strategies.
In addition to her client services, Brooke is a guest speaker at major marketing venues across the country, including Social Media Marketing World, Agents of Change, and Content Jam. Brooke has also taught social media studies at New York University, Baruch College, and the University of California at Irvine.