Echo 11 :: Justin Wise – Social Media Effectiveness

Justin Wise is a blogger, communicator and thinker. With nearly a decade of parish ministry experience, he specializes in digital ministry and social strategy. Justin is a daily blogger at BeDeviant.com, producer of the Social Media Summit and co-director of the Center for Church Communication. He’s also been a presenter at Cultivate, Exponential, LifeServe and M2 LIVE. Justin lives in West Des Moines, Iowa, with is wife, Kerry, and son, Finnegan.


  • Internet now leads television as ‘most essential’ medium
  • This is culture in which we are doing ministry
  • 61% of respondents said that the church website was very important as to whether they would attend the church
  • 88% of 18-27 year olds said that the church should use social media
  • The stats go down as the age goes up.
  • 18% of 18-27 year olds agree with the statement that “an online community is not a real community.”
  • Regardless of age, we’re all social networking.
  • Top three social sites people are using – Facebook, Video site, Twitter. The rest are blog, private community, photo site
  • How are you using social media to create awareness? To get people connected in community? To foster engagement with your online community?
  • What is most effective in creating awareness?
    • Engaging your online community – 2 different types
      • to build traffic
      • to build community
        • Knowing etiquette is key
        • Frequently updating your content
        • Include a variety of content types – multimedia, curated content, extraneous info, narratives, relevant info
    • What is least effective?
      • engaging a broad, public audience (everything to everyone)
      • monitoring online discussions about your organization
      • not sure?
    • What is most effective in creating community?
      • Where when would should?
      • top reasons for social networks
        • staying in touch
        • communicating with others
        • sharing life experiences
      • What is most effective?
        • Grabbing attention of the online community
        • Responding to feedback
        • Targeting and researching
          • People don’t just want to hear about the organization itself
        • Rewarding and encouraging your online community
        • Growing online community itself
        • Promoting events and activities
    • What is most effective for engagement?
      • How are you building engagement into your strategy?
        • Selecting social media tools/platforms
        • Establishing org. presence on social sites
        • Developing content strategy
        • People didn’t know
        • Setting goals for social media campaigns
        • Identifying and researching your audience
        • Monitoring external social media activity
        • Tracking metrics over time
        • Taking action based on metrics or alerts
        • Invitations to give via social media isn’t working
        • Online donations are 140% higher than offline donations
        • Ratio of social media budget to total budget is 1:100
        • We as the church in whatever aspect of the body of Christ we are in, should engage people where they are.
    • Takeaways
      • Define organizational “big idea” – it can include an element of the Gospel, but ors have a unique mission.
      • Identify “gunners” and allow them to build
      • Resource, resource, resource
      • Create context-specific content
      • Add value!

Q&A

  • What are some of the best social metric tools?
    • Google analytics just pulled in social analytics
    • Sprout social
    • 20 foot/feet
  • How often should you update your status on Facebook or twitter, and when should you post?
    • Craft your content not just for your community, but for your platform, Facebook, twitter, etc.

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