Social media has become a major piece of the communication strategy I put together with churches as we build their generosity initiative or capital campaign. What I find is some churches aren’t using social media at all. And when I have a church that is using social media, many tell me they feel they aren’t using it very effectively or even understand why it is important. Let me assure you that using social media platforms are important for your church.
I would encourage you to use the hyperlinks in this blog and look at an article from the Pew Research Center. In this article they release the results of a study that they did on the use of social media. Look at this excerpt from that article:
A majority of Americans now say they get news via social media, and half of the public has turned to these sites to learn about the 2016 presidential election…79% of internet users (68% of all adults) use Facebook…76% of Americans who use Facebook now report that they visit the site on a daily basis, up from 70% in 2015.
These are statistics that simply can’t be ignored. Again, in building the social media component of a communication strategy, sometimes the pastor will question the importance of this aspect by telling me they already have a social media presence but none of the people in their congregation go check it out. Especially based on this research I now tell them the problem isn’t the validity of a social media presence, but rather the strategy they have for it or even the lack thereof. When almost 80% of the general public uses Facebook then it is a valid and necessary medium that has to be leveraged. Understand that 79% is just Facebook. When you combine those who don’t use Facebook at all but use other social media platforms…that percentage is overwhelming.
So we agree that a social media presence needs to be important to your church, but you need to have a strategy. The first question would be what mediums of social media should you engage? Here is another excerpt from the Pew Research Center article:
Nearly eight-in-ten online Americans (79%) now use Facebook, more than double the share that uses Twitter (24%), Pinterest (31%), Instagram (32%) or LinkedIn (29%). On a total population basis (accounting for Americans who do not use the internet at all), that means that 68% of all U.S. adults are Facebook users, while 28% use Instagram, 26% use Pinterest, 25% use LinkedIn and 21% use Twitter.
When building a generosity strategy for churches I suggest that they use as many as they feel they can manage. The more you use the more you open yourself up to a larger percentage of your congregation and community. One of the great things these days is that one social media platform typically feeds the others. What I mean by this statement is that whatever you post on one platform typically can be simultaneously posted on the others. There are inexpensive apps designed to pull together all of your social media platforms so you can develop one post and it will then post it on all of your social media platforms. Most of these apps also allow you to schedule posts to be posted on certain days and even specific times during those days
Now the key to making a social media strategy work is activity. Something needs to hitting your social media platforms everyday, if not multiple things per day. For instance, each ministry area in your church can be assigned a day during the week on which they need to submit a post. Those video pieces that your team worked on so hard for worship could strategically get posted up on the Monday or Tuesday following the weekends they were shown. In my coaching specific to giving/generosity, I have an entire strategy related specifically to social media which I would be glad to share with you.
Click Here to check out this article for yourself. I submit these articles and ideas to you in order to add value to the work you’re doing in your local church. If you would like to talk about this article or other ideas to grow your culture of generosity please email me. Keep me in mind if you’re looking for coaching or a consultant in the area of giving and/or a generosity campaign/initiative. If you don’t already I would also really appreciate if you would follow me on Twitter at @cstovall16 or on my Generis Facebook page.