Church Social Media is Not Equal to A Stage Announcement

As Church Communicators I can think of many things we all have in common, but one that sticks out is the desire that our ministries have to get their event announced from the stage on a Sunday morning. Everyone thinks that a stage announcement is the end-all-be-all for promoting their event. In reality this is not true, and it’s our job to create promotion strategies for ministries. One thing I’m noticing more though is that social media seems to be creeping up as the new default promotional tool, much like a stage announcement.

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Not a week will go by in my church where I won’t hear, “Can we push this event over social media?” “Can we post this event on Facebook?”

The perception here is that social media is just another promotional tool, but that is really not the case. Social media is a relationship tool, in which you can share information with your community. Remember that it’s not a traditional promotional tool. You must remember that there has to be compelling content to accompany this event. There must be a call to action. There must be some sort of interaction involved.

Some questions I like to ask when taking our ministries through the process of promoting on social media are:

  1. Do you have any stories of someone who has been impacted by this in the past? We can often use these stories on our blog, so instead of just pushing people to a registration page for the event, we are using social media as a storytelling tool. By telling a story we are capturing someone’s mind, heart, and attention in a way that we can’t do otherwise.
  2. Do you have any visuals or design to accompany this? Usually ministries don’t have anything fresh to use, so it is a part of my role to create some visuals to accompany their posts.
  3. What is the call to action? In the end, what are we calling people to do? We typically are calling people to register for an event. But you could also be calling people to share a story. You could be calling people to ask a question. Or you could calling people to post a picture.
  4. What defines a ‘win’? This is one of the most important, but most forgotten questions to ask. Many times we get so caught up in the social media campaign that by the time it is completed we forgot to setup measurable ‘wins’ or ‘successes’ for the campaign.

You can read more about how to create a social media campaign for your church here, but I hope you’ll take time to ask these questions of your ministry leaders before you just go about posting links and pushing information on people over social media.

If your church is just using social media as another promotional tool then you’re missing out on creating a valuable relationship with your community. [<– Tweet That] This relationship could lead people to Christ through the Gospel, and none of us want to miss out on that.

Are you asking any of these questions when using social media for your church?

Do you help your ministry leaders understand how social media is unique?

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