Most brands think they’re listening on social media, but in reality they are simply reacting to direct mentions and missing everything happening around them.
This session goes beyond social media basics and introduces the BIC Framework, a simple structure for listening across Brand, Industry, and Competitor conversations, so you catch the buying signals that never tag you directly.
What we’ll cover:
– Real examples of BIC in action (including a case where a brand went from handling 56 social messages a month to over 2,200 by expanding what they listened for)
– How to turn what you hear into decisions across marketing, care, sales, and product teams
– How to measure if your listening program is actually working and what changes to consider
You’ll leave with a solid framework that you can use right away, without any new tools or budget required.
JOIN US: October 8, 2026 | 10:00 a.m. – Noon CT
Purchase 3 or more tickets for your group or team and save 10%.
Who Should Attend?
- Marketing managers and directors responsible for brand strategy, content, or customer insights
- Social media managers and community managers who are sitting on data but haven’t operationalized it into a listening program
- Social listening professionals and data analysts looking to sharpen how they categorize and act on findings
- Voice of Customer practitioners who use social listening as an input into broader VoC strategy
- CX and customer care leaders who want to connect social conversation to broader business decisions
- Recommended 3+ years of professional marketing, CX, or data/insights experience
Are you an AMA Professional Certified Marketer®️? This training is worth 2 Continuing Education Units (CEUs) to maintain your PCM®️ certification.
The best AMA Membership bundle
Non-members that purchase this training will receive details to redeem a FREE 1 year AMA Membership (value $199).
This is the best deal to save on future trainings, exclusive content and tools, and access to AMA networking communities.
Training Backed By Research
AMA training is unique because of its data-backed approach. The AMA Competency Model Framework identifies the most impactful skills marketers need to advance their careers. It’s based on our research with more than 1,000 marketing professionals and academic leaders.
AMA Event Policies
October 8, 2026 | 10:00am - 12:00pm Central Time
Key topics covered:
- How to structure listening around a repeatable framework (Brand, Industry, Competitor) instead of just tracking @mentions
- How to find and interpret “dark mentions,” conversations about a brand, product, or category that don’t tag the brand directly (aka things people are saying ABOUT the brand but not TO the brand)
- How to design listening queries and tagging systems that surface useful insight instead of just volume
- How to prioritize findings by business impact rather than frequency alone
- How to package insight into language that lands with non-marketing stakeholders (product, ops, leadership, compliance)
Brooke Sellas
CEO, B Squared MediaBrooke Sellas is shaping the future of digital marketing one conversation at a time. As an award-winning CEO, she’s the visionary behind B Squared Media, a boutique digital marketing agency that’s redefining ‘social care’ for industry giants like Brother International, Miele, and BCU. Dive into her insights on the pages of her book, “Conversations That Connect,” her articles on CMSWire, or from one of two digital marketing courses she teaches at the University of California, Irvine.
What’s Included?
- 2 hours of live instruction and hands-on activities starting at 10:00 a.m. Central Time
- Interactive Q&A
- Resources, tips and best practices
- Access to recording and resources for three months
Who Should Attend?
- Marketing managers and directors responsible for brand strategy, content, or customer insights.
- Social media managers and community managers who are sitting on data but haven’t operationalized it into a listening program
- Social listening professionals and data analysts looking to sharpen how they categorize and act on findings
- Voice of Customer practitioners who use social listening as an input into broader VoC strategy
- CX and customer care leaders who want to connect social conversation to broader business decisions
- Recommended 3+ years of professional marketing, CX, or data/insights experience
Can’t Attend Live But Want the Information?
We will send a link to the recording and resources within one business day of the event to registrants! Access will be available for three months.