Public Conversations, Private Risk: The New Rules of Social Care for Regulated B2B Brands

As B2B buying journeys become more public, regulated industries face a growing challenge: social media now functions as a visible customer service and risk channel, not just a marketing one. This session explores how regulated B2B brands—including financial services, healthcare, and enterprise SaaS—are operationalizing social care to protect trust, improve response times, and reduce compliance risk.

Brooke Sellas will show you how to distinguish social care from social marketing, design compliant workflows across teams, and identify “quiet failure” moments that erode trust, including exploring real-world examples from regulated organizations navigating these challenges at scale.

In Brooke’s session, you’ll learn how to:

• Identify where social media creates hidden risk in regulated B2B organizations: Understand the “quiet failure” moments (unanswered questions, delayed responses, and misrouted conversations) that erode trust without triggering alerts
• Differentiate social care from social media marketing: Learn how high-performing brands separate publishing from public customer service while keeping both aligned
• Design compliant social care workflows without slowing teams down: See how regulated brands structure escalation paths; response guidelines; and handoffs among marketing, CX, and compliance teams

Get your B2B Forum ticket now!