Evaluating Your Church’s Easter on Social Media

Easter is over. Take a deep breath. Okay, now keep reading.

In church communications it’s easy to get caught up in the energy of Easter, and then come back to the church office on Monday or Tuesday and get so focused on the tasks for the week. After all, post-Easter planning on social media is almost just as important as planning for Easter itself. But I think it’s important that as a church communicator you reflect on what took place on Easter in your church, and evaluate your planning process. What worked? What didn’t work? What could have been done more efficiently? Because if you’re not evaluating what you’re doing then you may continue to make the same mistakes over and over again.

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So today I want to take you through a couple important ways to evaluate your church’s social media strategy for Easter.

1. Which social media posts worked well, and which didn’t?
This may seem like a bit of a subjective question, but there are some concrete ways that you can see which posts converted visitors and which didn’t. If you followed my Easter social media plan, and if you have Google Analytics setup for your website, then you’ll be able to track which visitors came from Facebook, Twitter, Google, and other sources. There are also several other tools out there for you to track your church’s social media. I tend to just use the built-in analytics in Facebook and Twitter, along with Google Analytics.

Also, remember that just because a post didn’t get a high “Reach Rate” on Facebook, doesn’t mean that it didn’t get a good click-through or engagement. For example, one of our Facebook Posts for Easter reached 15,000 people but only had 264 engagements, while another post reached 5,000 people and had 267 engagements. A question I might ask myself about that is, “What made one post more engaging than the other?”

2. What could you have done better to plan and prepare for Easter?
This one is pretty self-explanatory. I got an email from someone last week saying that she could always be doing more to prepare for Easter. So what are those things? Write them down. Make a list. Write down the date when you think you should begin planning for Easter next year.

3. Ask other people what worked and what didn’t work.
It’s always good to get real feedback from people who are actually interacting with your social media and communication. This might mean sitting down a friend at your church and getting their feedback on the social media and communication around Easter. Or this might mean having a conversation with your spouse about their thoughts. Sometimes the most honest feedback comes from my wife :) Or maybe you could do an online survey of your church to get their thoughts on how well things were communicated, and what they think could have been done better.

Whatever you do this week, make sure you take some time to reflect on what God did in the life of your church on Easter. Then evaluate how you could make things better.

Do you find it difficult to evaluate yourself?
Would you add anything to this list?

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