On this episode of Straight Facqts, we’re talking to Brooke Sellas author of the book Conversations That Connect and we get deep into how you should be communicating across social media to get stronger relationships with your customers. Let’s get into it.
Gabe Harris:
Really excited to talk because I specialize a lot on paid media and I’ve always been anti-climactic about organics since the past couple of years as an acquisition channel. But I really love what you have to talk about using it as a retention tool.
Brooke Sellas:
Yes. Funny enough, we’re now moving into social selling programs based on the digital conversations that we’re having through social customer care. So we can dive into that too if you want.
Gabe Harris:
Yeah. I think that is probably one of the biggest misses right now with people when they think about social media is not using it as an addition tool. Because that’s where a lot of the communication is going to be coming from.
I’m not going to reach out to a company. If I have to call you, I hate you.
Brooke Sellas: “I think brands are going to be shocked at how much of the chatter that is happening around their brand is acquisition related. “
It’s not getting done. That’s the sentiment a lot of times on social too for retention. I think brands are going to be shocked at how much of the chatter that is happening around their brand is acquisition related.
For our clients, when we did a study for the book, none of them had less than 20% acquisition chatter happening. Now, that’s just our clients. That’s not everyone. But that’s a lot. That’s money on the table.
Gabe Harris:
It’s something companies aren’t aware of that is definitely happening. Social media is really an investigation tool in my opinion. It’s like a mini website.
Brooke Sellas:
I love it. Yeah.
Gabe Harris:
And like everything, there’s a full spectrum of your customers and then there’s a full spectrum of an investigation for your brand. And it’s a much more, or it’s much less friction for the audience to be able to go there. Honestly, I don’t even want to go to your website.
Brooke Sellas:
Oh, interesting.
Gabe Harris:
Isn’t that kind of true though?
If you are going to a website, if I’m in my investigative state of mind, your state to mind. There’s one, two, Eric Newman I think came up with. But if I’m really going to go be investigative, I’m going to put my laptop down, I’m going to go on my desktop and I’m going to start doing my scroll up.
I go to social media, there’s a lot less friction because I’m just in that more innovative state. I’m really pissed at you, but I’ll just go to your social media.
Brooke Sellas: “We’re on a self-led journey now.”
It’s true. We’re on a self-led journey now. A lot of times what you’re saying connects with me because on that self-led journey, we use whatever channels we’re comfortable using. I think I might be older than you, so I love to go to a website. But digital natives who are much younger than me, I’m Gen X, they live inside of Web3 and social.
And whatever it takes for them on that self-led journey to get to what they need, whether it be acquisition or retention support, questions being solved, they’re going to use that channel.
I think that’s why we’re seeing such an uptick in social media being used as an acquisition and a retention channel.
Gabe Harris:
Also, I don’t hate going to a website. I just know that I’m going to put more effort into it and ultimately I want to be as lazy as possible.
Brooke Sellas:
Right. Well, I think that happens on social too, at least for the smart brands. The links that they’re putting out leads you to that specific page. And the copy within that post obviously is talking about answering that specific question that you have versus hitting the homepage and having to dig around within the site or doing a site search or whatnot.
“The path to purchase takes less clicks through social, a lot of times than going through the traditional website route.”
So, the path to purchase takes less clicks through social, a lot of times than going through the traditional website route.
Gabe Harris:
That is very true. How do you get your audience to really accommodate with you?
And I love the way how you’re able to break it down with the four tiers. If you can be able to get into that, because a lot of brands probably are like, ain’t nobody talking to me.
Brooke Sellas:
Yeah, that actually is what I hear a lot of times.
Let’s look at how many people are talking about your brand. That’s red flag number one. They’re like, well, nobody’s talking about us. It’s a red flag for them, but it’s also a red flag for me.
I’m like, well they should be talking about your brand. And then obviously the next question that follows well is, how do we get people to talk about our brand?
“If you look at the content that’s being shared by most brands on social media, it’s all cliché and fact based.”
If you look at the content that’s being shared by most brands on social media, it’s all cliché and fact based. It really doesn’t have a lot of emotional value or emotional pull to the content. Some brands use storytelling really well, but that’s still them pushing a story out, usually about themselves or a customer success story.
What I did with my undergraduate thesis was I looked at a social theory called the Social Penetration Theory, terrible name, we’ll call it the Onion Theory because that’s what it also is called.
It basically says, the way Gabe and I form a relationship, we’re at a party, we’re chitchatting, it’s through self-disclosure. And what happens when you’re at a party and Gabe and I meet at the Punch Bowl and you say, hey, how are you doing?
I could be having the worst day of my life as I’m pouring myself a giant cup of punch and I say, fine, right? That’s a cliché response.
Gabe Harris:
You’d always say that after you take the giant cup.
Brooke Sellas:
Chug the drink down and be like, fine. But no, seriously, that’s cliché. I’m not revealing any information about myself. You may based on how I look with that drink, walk away slowly or engage in more and more information.
The next question you may ask would be like, what do you do for a living?
I’ll say, I’m a marketer. I’m giving you a factual piece of information, but it’s still not really exciting. Unless you’re a marketer too then you’d be like, oh my God, I’m a marketer. Then we could get into some of that deeper conversation.
“Essentially, what the Onion theory says is where we actually start to connect is when we share opinions and feelings.”
But essentially, what the Onion theory says is where we actually start to connect is when we share opinions and feelings. So, if you say something at the party like “What did you think about that game last night?” And I say, “Oh, I’m a Stros fan. I can’t believe the Phillies and the Stros, two of my favorite teams are head to head.”
I’m giving you an opinion. If you like the Phillies or the Astros, we’re going to connect. Right?
Or if we move into the feeling part of the conversation, you may say, “I hate the Astros and the Phillies. I’m a Yankees fan.” Then we’re either moving away from each other based on the fact that you’re a huge Yankees fan. Or I may say, “Oh, I also really appreciate the Yankees. I just really love baseball.” Maybe we connect on baseball.
“This is why people aren’t talking about your brand and why it’s so hard for brands to get and maintain loyalty because they’re not soliciting.”
When you look at brand content, backing up, it’s really all based in clichés and fact. So little of it is based in opinions and feelings. And this is why people aren’t talking about your brand and why it’s so hard for brands to get and maintain loyalty because they’re not soliciting. Meaning, they’re not asking for opinions and feelings for that voice of customer data, and also not sharing their own.
More and more research is showing that people want to connect with brands and people who are like them. So as a brand, you have to be able to stand on your brand core values by sharing your own opinions and feelings.
Gabe Harris:
And watching a couple of podcasts you’ve been on, it’s cool that you’re able to break down when you say people are immediately going to be timid.
Brooke Sellas:
Yes.
Gabe Harris:
But the cool thing is there’s layers of onions.
Brooke Sellas: “When I say opinions and feelings, people automatically go like it’s going to be some risky thing.”
Yes, thank you Gabe. You get the gold star.
When I say opinions and feelings, people automatically go like it’s going to be some risky thing. We’re going to have to talk about politics or some awful subject.
No, you could literally say, I’m a pen company. We’re Sharpie and we’re going to bring one of these two new colors to production. Do you like unicorn pink or octopus purple?
And let your community tell you their opinions, maybe their feelings about those pens. And if you take that voice of customer back and you see that everybody chose unicorn pink, what pen should you go into production with as Sharpie? Unicorn pink.
“It doesn’t have to be as scary as everybody wants it to be.”
It doesn’t have to be as scary as everybody wants it to be, but I think because of some of the societal climates that are out there, we automatically go to the bad place. I’m not telling you to go to the bad place. I don’t want you to ever go to the bad place with your social media content.
Gabe Harris:
Because when I heard you say about using polls like, oh, that’s a nice little toe in the water.
Brooke Sellas:
Yes, how easy are polls?
But if you create the poll correctly, your questions aren’t leading, they might lead a little bit because we’re marketers. But you’re getting voice of customer data that could tell you how to manage that next campaign or create that next campaign.
It can go outside of marketing too. It could help product development like we just talked about. And it could help packaging.
“You have to stop treating social like this corporate, stodgy, robotic place and start treating it like a playground for focus groups.”
We’ve helped clients with literally how their packaging looks and what it says based on some of this voice of customer data that we’ve solicited through opinions and feelings.
I mean, the options are endless, but you have to stop treating social like this corporate, stodgy, robotic place and start treating it like a playground for focus groups. The world’s largest, most diverse, really cheap focus group.
Gabe Harris:
I imagine this is an area that I am mystified about and it makes you sound way cool when it comes to social listening.
Brooke Sellas: “If we want to get proactive with our social media marketing efforts, social listening is one of the ways we can do that.”
Well thank you. I appreciate that. But yeah, social listening, this is another one of those areas where people often think of social listening as what they’re already doing with social media, but that’s really social media monitoring, which is reactive.
We’re waiting for people to respond to the content that we put out or share it or like it. That’s always reactive. If we want to get proactive with our social media marketing efforts, social listening is one of the ways we can do that.
And essentially what it allows us to do is to go beyond the incoming messages. We’re going outbound now. And think about it this way. Let’s say people are talking about your brand, Gabe. Sometimes they’re talking about your brand, but they’re not tagging your brand because they’re talking about a product or a service.
“Social listening allows you to be proactive in gathering that voice of customer data on things where you aren’t being tagged.”
They’re literally mentioning your PX3 printer if you’re a printer brand. They’re not actually tagging the brand itself.
Social listening allows you to be proactive in gathering that voice of customer data on things where you aren’t being tagged, but you can also join that conversation.
So, if Gabe is out there talking about the printer in a good way, user generated content, we can come in as the brand and say, oh my gosh Gabe, I’m so glad you love your printer. Can we share this video on our channels?
Right? Positive. Or if Gabe is saying, I just bought this printer and I hate it. It’s terrible. We can come in as the brand and we can try to rectify that customer experience and bring Gabe back into the fold and fix whatever that pain point is.
Gabe Harris:
Yeah. And what I like about that too is it helps you formulate opinions because now you know what market loves and hates. And then, you can start asking questions about that and you know that’s going to stab somebody in the side because they’ve been felt with that one before.
Brooke Sellas:
Here in the US, Halloween just passed so you’ll see a lot of brands using conversational content. We call it “think conversation content.” Because our tagline is think conversation, not campaign, but it’s really just conversational content.
So, you probably saw a lot of this “Name a marketing horror story in four words or less,” and then people will come say, “We reduce the budget or we want more followers,” right? Horror stories.
But if you are smart about soliciting opinions and feelings like that, couldn’t you then turn around and create a blog post or an eBook or a piece of high quality content that speaks to those fears?
“Social is just another way — or conversational content, soliciting opinions and feelings — to get smarter with your content instead of guessing or writing the same post for the 500th time.”
They literally just told you what their biggest marketing fears are right now today. Couldn’t you then write a post meeting those fears with your solutions for how your brand solves those fears. Absolutely. So you hit the nail on the head.
I mean, social is just another way — or conversational content, soliciting opinions and feelings — to get smarter with your content instead of guessing or writing the same post for the 500th time.
Gabe Harris:
Yeah, and I think that would be a great, just even a separate SEO article to be able to write too, because it’s really hitting the nail on the head with what people are thinking.
Brooke Sellas:
Right. And with SEO, we know it’s the skyscraper content that does really well, like the most valuable page that has all of the info.
So instead of writing about reducing the budget, that one little fear, you can take all 100 fears that were posted. And be like, “Here’s the top 100 marketing fears out there right now and here’s our 101 solutions” or whatever it is.
Gabe Harris:
Yeah. Cool. So when you’re making that content, how does that blend go in?
Because we’re talking about clichés and facts and that is a part of a relationship, unfortunately. There is the boring, “I’m just going to give you very bland,” but there is a time and place for it. The time and place for deeper conversations, for opinions and feelings. How does that blend work on social?
Brooke Sellas:
That’s such a smart question. Gosh, Gabe is so smart. This is why you have this podcast.
Well, so in the Onion theory, in the book, I actually have this diagram. But if you imagine an onion in front of you, and if you’ve ever eaten an onion or cut an onion or peeled an onion, you know there are many layers to get to that core of the onion.
So when we think about clichés and facts, we’re really going around the onion. It’s what we call breadth, right? B-R-E and then the D, breadth. Not bread, not breath, but breadth.
And essentially we have to have those breadth conversations continuously or those superficial around the onion conversations continuously because hopefully we’re continuously getting new followers and fans on our social media pages.
“We need that cliché easy layup. But we also need to consider depth.”
So, we need that cliché easy layup like, “Hey, how you doing?” conversation but we also need to consider depth.
That’s when we start peeling the onion and we’re getting into opinions and feelings and those deeper conversations like you said.
So for the people who’ve been with us for a while and who we want to remain loyal to the brand or big advocates of ours, who are always answering our questions on our social media content, we need to also have depth.
It’s a mix of knowing how to go around the onion superficially and how to go into those depth conversations, and then making sure that you’re hitting all of those points within your media mix or your content calendar.
Gabe Harris:
Yeah. Because if you can build super fans, for lack of a better word, that is really where you’re going to be able to take off.
Like I know musicians, their thing is if you can get 1,000 super fans, you can live off your music.
Brooke Sellas:
Yeah, I feel like that’s probably true for almost any brand.
If you had 1,000 super engaged fans who followed you on social media, advocates of the brand but were also customers in some way, maybe they belong to your community. Whatever that looks like, you’ve probably got a pretty sustainable product and brand or service and brand.
Gabe Harris:
Yeah, especially in today’s age where people jump to brands so often.
If you can actually get super fans, you are a game changer. Because not many brands can be able to say that they’re continuously building that strong audience that is not going to jump.
Brooke Sellas: “If we were perfect, there would be no reason for social media or no reason for ads. “
Yeah. And that’s what’s so great about soliciting those opinions and feelings too. We talked about the scary part of it. And the scary part, even those small easy layup opinions and feelings, there’s always going to be someone who has something negative to say, right?
Because we’re not perfect. No brand is perfect, no person is perfect. Honestly, if we were perfect, there would be no reason for social media or no reason for ads. We wouldn’t need to acquire new customers because we’d be perfect and we’d have everything that we needed.
“When people give you that negative feedback, I think that’s actually the most important feedback and the best feedback that you can get.”
But when people give you that negative feedback, I think that’s actually the most important feedback and the best feedback that you can get because then you can go fix whatever that pain point is.
You can go back to the drawing board and say, okay, that printer that Gabe had a complaint about does have a flaw with the ink cartridge.
We need to go back to manufacturing and figure out how to fix that. Because yes, we can give Gabe the verbal work around or the step by step process for fixing his pain point, but ultimately anybody who buys that printer is going to encounter that pain point.
“It’s a real big differentiator if you can not only listen, but heed that negative feedback and then do something about it.”
If we can fix the root cause, we’re going to give a better brand experience to everyone. And how many brands can say, “Hey, we listened to what you said about this ink cartridge. We went back to our manufacturer, we fixed it. It doesn’t exist anymore. And here’s a year’s worth of ink for your troubles”? Who does that? What brands do that? Very few.
So, it’s a real big differentiator if you can not only listen, but heed that negative feedback and then do something about it.
Gabe Harris:
And being more proactive about it, rather than a bunch of conversations. Having that, you can’t control getting bigger and bigger, that is going to be a big dragon if you’re not proactive with it.
Brooke Sellas:
Right. I mean, we’ve seen it happen time and time again. Like airlines, right?
We see that happen with airlines. We see it happen with maybe some tech companies, direct to consumer brands, but we see where that snowball, just like you’re saying, just keeps growing and growing as it rolls down the mountain.
“The other part of social media is a spectator sport.”
Pretty soon you’ve got a massive crisis on your hand that you have to deal with as the brand. And that’s never fun because the other part of social media is a spectator sport.
Everybody out there is watching that snowball get bigger and bigger and bigger. And now people who’ve never purchased from your brand, or maybe even loyal customers, no matter where they are in the digital customer journey, they’re seeing that.
And they’re making their decision about buying from you or probably not buying from you in the future.
Gabe Harris:
Also, social communication is a preventive. Being proactive can help you prevent anything going out of control. Or everything’s going out of control.
Brooke Sellas:
Yeah. Well, I mean, nothing’s perfect, right? There’s always going to be problems.
I used to be an event planner, so it was never like we’re going to have the perfect event. Things always go wrong when you have an event. Even when you have a party at your house, something always goes wrong. You forgot the ice or you run out of toilet paper, whatever it is.
But if the guests never know that that problem happens, you really, literally get to have the perfect event to the guests, right? And that should be your goal with social media marketing.
“You’re not actually trying to have the perfect brand, but you’re trying to get in front of problems so that the guests don’t feel like it’s a giant problem.”
You’re not actually trying to have the perfect brand, but you’re trying to get in front of problems so that the guests don’t feel like it’s a giant problem. You get it fixed before it becomes a giant problem.
I mean, that’s I think one of the most used ways that brands are using social listening today. Which is to help them understand, share a voice, and understand sentiment within that share a voice so that they can see where negative chatter is happening.
And hopefully they’re looking at that negative chatter and trying to prevent the snowball from getting too big.
Gabe Harris:
Yeah. To do a little bit of, actually, maybe you can lead this into it as well.
So we’ve been talking a lot about organically and with communication. Is there a way that you see blending in paid, not necessarily from an acquisition point, but to be able to sort the different pillars that we’ve been discussing?
Brooke Sellas: “One of the most creative ways to use social listening is what we call tactical differentiation or campaign differentiation.”
I think one of the most creative ways to use social listening is what we call tactical differentiation or campaign differentiation. So this is where you would use social listening to look at your competitors’ chatter, their social chatter, right?
So you can see all of the social chatter around their brand, or maybe you are competing with them on a specific product.
Let’s just say shoes for example. Let’s just say Gabe creates shoes and Brooke creates shoes. And I’m trying to beat out Gabe. I can go look at Gabe’s social chatter. I can look by sentiment at the negative chatter.
And maybe I see that a lot of your negative chatter, most of it, is around the fact that after you buy a pair of heels from his brand, after about four or five times the strap breaks. It’s not expensive to replace, but it’s annoying.
“We’re using social listening to look at our weaknesses within our competitors based on what the customers are saying in the moment.”
We have to go put the shoe into the repair or send it back to Gabe and he’ll repair it for you, but you’re without your shoe and it’s just annoying. So, couldn’t I create a paid campaign around the straps on our shoes lasting forever, lifetime warranty on our straps?
Or couldn’t I use my own social listening to see our user generated content and chatter around our straps and how much people love them, and then use that into some paid campaign?
That’s tactical differentiation or campaign differentiation. We’re using social listening to look at our weaknesses within our competitors based on what the customers are saying in the moment. This is all happening in real time. And then we’re using that against them with either our organic or paid campaigns.
Gabe Harris:
I feel like that’s next game stuff.
Brooke Sellas: “All is fair in love, war and advertising.”
Thank you. I think probably less people use social listening that way, but that is one of the ways we like to use it.
It’s competitive warfare. I mean, all is fair in love, war and advertising.
That’s what we like to say here at B Squared. Anything we can do to get that competitive edge with our advertising, we’re going to use it.
Gabe Harris:
Yeah, it’s finding out where the gaps are in their products.
Brooke Sellas: “It’s like a reverse SWAT analysis.”
Yeah, it’s like a reverse SWAT analysis. It’s not doing the SWAT analysis on your own brand. It’s looking at a competitor, finding those weak spots based on voice of customer data, based on the chatter that’s happening through social, and then using that against them.
Gabe Harris:
And this is basically what happens when you get, I can’t think of the right word, but you bring people in, you ask them a bunch of questions about your product, or feedback about the market.
Brooke Sellas:
It’s a focus group.
Gabe Harris:
It’s focus group sales.
Brooke Sellas:
I’m going to date myself. I did focus groups with many of my clients and I cannot tell you how much time and money went into this.
We would sit in these little, you sit behind, there’s like windows. It’s like what you see in the movies when somebody’s getting interrogated, the two-way windows. But literally, that’s how it works.
Somebody’s in there facilitating and asking questions about the brand and we are recording it and we’re listening behind the window to figure out what are the pleasure points, what are the pain points?
“Now imagine using social listening where you can listen in globally on a very diverse group of people.”
But it’s all about our brand and the amount of time, money, energy. I mean, we were exhausted after doing this. Now imagine using social listening where you can listen in globally on a very diverse group of people.
And it’s not free because social listening tools have a cost, but you are spending literally a fraction, a fraction of the cost of what that traditional focus group costs previously.
Gabe Harris:
And you’re not going to be anchored by Bob giving the wrong answer that you didn’t want him to give, and you over analyzing him out of like 50 people. You’re getting thousands of people who are communicating.
Brooke Sellas: “Listening can also be passive.”
Right. And what’s great about it too is listening can also be passive. You can listen in and never actually join the conversation as the brand. You’re literally just collecting data.
If we want to join the conversation and be proactive, we certainly can, but we can also be passive and we can just listen and collect data and never join in on those conversations. So really, it’s truly blind.
Those customers never knew that we were collecting that data so they were being truly honest in what they were sharing.
Gabe Harris:
That’s very true. Because even you can do your best to be able to remove somebody’s honesty. Oh, not to get political, but it’s like people going to the polls. They will not tell you.
Brooke Sellas:
Right? The polls are never right anymore because people don’t tell the truth. No, it’s so true. And also it’s like we were talking about at the party, right? You’re saying, “How are you doing?”
I don’t want to turn to you having been new friends or just met you and be like, I am having the worst day. Let me tell you, let me laundry list out all of the things that went wrong today.
Because you would definitely back away slowly, probably quickly if that’s how I started our relationship, right?
Gabe Harris:
Yeah,. Oh, that’s fascinating. Actually, that’s a little thought bubble too.
When you’re doing this, it has to be layered as the onion. You can’t go straight in, like how we said, there’s different layers of opinions.
And you can’t go to those dark, dark opinions right away. You’ve got to guide them.
Brooke Sellas:
Yeah. I mean, you want to start, it’s like anything else in life, right? There’s a name for it, but we typically try to start with the low hanging fruit and then we move halfway up the tree. And then we can go to the tippy top of the tree with our super tall ladder at the end if we haven’t already gotten what we needed from the lower branches.
So it’s just working harder and not smarter. We may never have to go down that really scary rabbit hole if we can get what we need on the lower branches or the mid branches of the tree. But you can go as far as you want down that rabbit hole, which I wouldn’t recommend.
I’ve been down a few of them and social can be a scary place.
Gabe Harris:
Yeah. One of the things that I thought was interesting when you said before, it is inevitable that you’ll reach trolls. Actually, trolls is almost a badge of honor, it sounds like.
Brooke Sellas: “What we’re seeing with the social media customer care services that we provide is that sometimes that really awful, nasty, terrible troll is one of your biggest customers.”
I mean, in a way it is, yeah. My whole thing is, it’s not if but when you’ll encounter a troll for your brand. And the unfortunate part, back five years ago, a lot of the social media experts would say, “Oh, just block, ban, hide, or delete them,” whatever.
Nowadays, at least what we’re seeing with the social media customer care services that we provide is that sometimes that really awful, nasty, terrible troll is one of your biggest customers. So, you can’t just ban them from your page.
“You should create a troll policy so that everybody on your team who’s facing this troll — should have some framework to work with.”
We want to try to write the situation, and get back in the good graces of this customer. My point in the book is it’s not if, it’s when, and you should create a troll policy so that everybody on your team who’s facing this troll and who may encounter figuring out how to triage the problem that the troll has, should have some framework to work with.
We like to use “If, this, then, that,” kind of language to dictate what that policy looks like. So, if Gabe comes to the page and leaves a negative comment and we see through our social CRM that he’s one of our customers, obviously do not delete. Reply and say, “Hey Gabe, we’re so upset that you’re having this problem. Can we take this offline?”
Then, if Gabe won’t take it offline, what’s the next step? And so on and so forth.
Gabe Harris:
Interesting. Very, very cool that you actually cross reference that and it’s interesting that it can be your best customers are your biggest trolls.
Brooke Sellas:
Yeah. Think about your relationships in life, your partner. You’re hardest on them because you know they’re not going anywhere, they’re your partner.
But that’s probably what that nasty customer’s thinking like, “Hey, I’ve spent all this money with you. I’m allowed to talk to you like this because I’ve spent all this money. I know I’m one of your top customers. You obviously didn’t give me a good experience and so now I’m going to tell the world about my bad experience. Now how are you going to fix it?”
Gabe Harris:
I bet you that they have the mind that I’m trying to help you. “I know your product better than anybody else and my opinion matters because I know your product or service better than anybody else. So I should give it right here.”
They may be pissed, but they may be thinking that I’m actually trying to help you.
Brooke Sellas: ” Some people nitpick you to death, death by a thousand cuts, and they think that they’re helping you when they’re doing this.”
I love that you said that because that is absolutely true. Some people nitpick you to death, death by a thousand cuts, and they think that they’re helping you when they’re doing this.
And the only reason they’ve brought it public is because A, that’s their channel of choice. And sometimes B, it’s because whatever was happening on the back end with your email or your call center, whatever it was, did not meet their experience.
This is another situation where if you see that somebody keeps escalating on social, but they first went to email or they first called your call center, you likely have a problem within your email or your call center or maybe with your chat bot, whatever it is.
These are again things that you need to be looking at. So how can I fix the bigger problems so that we don’t end up here again?
Otherwise it’s like Groundhog Day. Remember that movie with Bill Murray where he just kept repeating the day over and over and over again? I mean, that’s what happens when you don’t fix the root cause of these problems.
Gabe Harris:
Yeah, I love that. And if people are looking to be able to find out more, I know you have a great book, we’ve only whispered about it, but it’s Conversations That Connect.
If you can tell us a little bit about that as well, where they can find you, find out more about you, Brooke. If they’re looking to take that deep dive in conversations.
Brooke Sellas: “I write like I talk, so if you enjoyed this, I think you’ll enjoy the book.”
Definitely. So the book is Conversations That Connect and you can go to our website. I actually have chapter one for free, if you want to test it out, see if you’re going to like my writing style.
I write like I talk, so if you enjoyed this, I think you’ll enjoy the book. The website is BSquared.media and you could also just search Conversations That Connect or Brooke Sellas on Amazon where it’s available in both print and Kindle.
And yeah, if you read it, I would love for you to reach out to me on social or email or whatever your channel of choice is and let’s talk about it. It’s my first book, so I’m really excited to hear opinions and feelings on how I did.
Gabe Harris:
Heck yeah, I love that angle. Cool. Well, Brooke, it has been fantastic.
Thank you so much for joining Straight Facqts. I have definitely taken some good knowledge from our conversation.
Brooke Sellas:
Thank you so much for having me, Gabe. And if I see you at a party, we’re going to have some fun.
Gabe Harris:
Cool, yeah, that is jamming.
Thanks for listening to our podcast on social media communication with Brooke Sellas!
Watch the video here:
