Is your social media strategy a condor or an albatross?

by Jeannie Walters

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The California Condor, in 1987, was on the verge of extinction. Only 9 remained in the wild. A group of dedicated conservationists and scientists decided to capture those 9 birds and create a captive breeding program to bring them back. They are still around today, though struggling in the wild, but protected and nurtured by a group that cares about them and the impact they have.

The Albatross, on the other hand, is now extinct from the North Atlantic region.

Why am I comparing birds? Because the Condors, while still not out of the evolutionary woods, have a dedicated team of people who are nurturing their very existence. It’s not easy, but they understand their goal (keeping the species around) and understand there will be pitfalls and hiccups along the way.

The Albatross was the stuff of legends. Woodcarvings appear from the 1800’s and fossils remain in the North Atlantic. Stories were told by sailors who witnessed their incredible wingspan and soaring abilities.

Yet they’re gone.

This is something to consider when reviewing your own social media strategy. Is it something that is thoughtfully planned out, with a well-understood and communicated goal, and people there willing to nurture it through those vital early times? Or are you expecting it to work simply because you’ve witnessed its power elsewhere?

Social media is here to stay, should be monitored and isn’t a topic we can beat to death much more than we have in the blogosphere. So I’ll spare you the details.

Just take a quick look at what your company is doing with social media.

  • Who’s in charge?
  • What’s the goal?
  • How are you tracking your success?
  • How are you nurturing the program?

Maybe right now it’s a struggling Facebook fan page and not much else. It doesn’t mean it’s dead. It means it needs you or another leader to help it move along. People don’t want to deal with something they already consider extinct. Show them you’re pumping some life into the conversation. Give them a reason to care.

Customers now expect you to be in the social media space, listening to their needs, addressing their questions, and basically participating in the greater conversation. If you’re NOT there, (or viewed as an Albatross) it will say WAY more about your company than if you’re there showing you care enough to nurture those relationships and ultimately your social media strategy.

What are some ways you’re nurturing your social media strategy?

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Jeannie Walters

Jeannie Walters is the CEO/Founder of Experience Investigators, a global Customer Experience consulting firm. She has 20 years of experience helping companies improve loyalty and retention, employee engagement, and overall customer experience. Jeannie is a Certified Customer Experience Professional (CCXP,) a charter member of the Customer Experience Professionals Association (CXPA,) a Professional Member of the National Speakers Association, LinkedIn Learning instructor, TEDx speaker, and President-Elect of the National Speakers Association Illinois chapter. Learn more here.

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