Church leaders should be tuned in and aware that most of the world spends a good proportion of their day on social media. That includes first and second world economies. Social media should be a church leaders dream come true. There has been no other communications channel in history where your church is just one click away from being noticed by your broader community without you having to direct mail them or spend huge amounts of money on advertising.
Being one click away doesn’t mean that churches use social media well. In fact I see many churches make common mistakes. Here are just seven that I see regularly.
Use social media to broadcast
Church leaders can treat their social channels like a TV channel. They think that whatever they say people will listen and engage with their content. That is called mainstream media. Social media is called social media for a reason. To be social! I know that is stating the obvious but its true. What I see is churches using social media more like a megaphone than a telephone. They use it to talk at people, rather than talk with people.
Do you think about the audience you are creating your content for? Is your language accessible to the friends of your fans who don’t attend church? Or do they need to be an insider to understand what you are saying.
Time and time again I see a lack of strategy. Churches just post stuff about irrelevant and uninteresting information that makes me yawn. What would it look like if your church had an intentional strategy of reaching your neighbourhood on social media? What would your content look like then?
Some churches use social media to tell the world what they are against, not what they are for. They present themselves as against culture and pretty much anything else that comes across their line of sight. I’m not saying there aren’t things to stand against, but imagine a world where your congregations friends knew what you were for, rather than just what you were against.
Your church doesn’t want to see a wrinkle free botox version of your church. Be an authentic expression of who your church community is. Don’t be a plastic fantastic fake. People see through that a mile off.
Promotions, promotions, promotions!
Step right up, step right up! Come and attend this, buy this. See that. Again some just see social media as an extension of their church bulletin. It shouldn’t be. Sure you may have some really important announcements to make, but major on the content your community wants to share, rather than what you think is important.
Celebrate their community
Your best social media ‘asset’ is your community. Your church isn’t a building, it’s the people right? It takes people to reach people doesn’t it? Well you can leverage your community be celebrating them. Their online friends love seeing them celebrated. Imagine if your church logo was next to it? Think about your families, volunteers, the causes and the activities they undertake. Here is a brilliant strategy to leverage your community to supercharge your social media.
How is your church doing? Do you resemble any of these remarks? Your official church social media feeds are the only ones that need help. Church leaders also need some personal branding advice for social media too. Check out these 12 social media tips for church leaders.