You’re Treating Business Intelligence Like Social Engagement

We spend a lot of time measuring engagement. But what is that engagement actually doing for your business?A comment can tell you a customer is about to leave. A DM can signal someone is ready to buy. And the conversations happening on your social channels can affect everything from reach and retention to what you pay for ads.Brooke Sellas calls the value behind those interactions Return on Conversation—and it may be the missing link between social care and the business outcomes leadership actually cares about.In this episode, Brooke explains why likes and engagement rates don't tell the whole story, how comments and DMs can reveal buying signals, churn risk, loyalty, and advocacy, and why those conversations increasingly matter for AI visibility, too.You'll also learn how to start treating conversations as business intelligence instead of interactions to clear from an inbox—and how to connect what happens on social to outcomes like acquisition, retention, and revenue.If you're ready to start looking differently at the conversations happening across your social channels, Brooke takes this kind of thinking one step further every week in the Social Care Weekly Newsletter. Each issue breaks down one social care concept with real data and a practical next step you can put to work.Keep learning: Subscribe to the Social Care Weekly NewsletterYou can also explore the latest B Squared Media State of Social Care Report for more data on the business impact of social care.