Tactics vs. Strategy in Social Media for Your Church

When I’m talking to churches who are getting started using social media, the question I get asked most often is, “When is the best time to post to Facebook, and what type of things should we post?” This is a natural first question. I think with the rise of social media the tendency is to focus on tactics first before we focus on strategy.


My response to this question of tactics is always the same though. I respond with a question, “What are your goals for using social media for your church?” or “Why are you using social media for your church?” Your answer to this question will determine how you use these platforms, and eventually we can start talking about optimal posting times, and content strategy, but first you must answer the question of “Why?”

Before you ask “How?”, you must ask “Why?” And this is the difference between tactics and strategy. If you don’t know why you’re using social media, then it doesn’t matter what time of day or what platform you’re using. Because if you don’t know why, then your community most definitely won’t know why, and they’ll stop paying attention. And after all, attention is the currency of the 21st century. So if you don’t have your community’s attention, then you have nothing.

Do you know why you’re using social media as a church?

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