Should you use Facebook as a church? Absolutely.
There are over 2 billion active monthly Facebook users.
That means that most, if not all, of your church members have a Facebook account–giving you an opportunity to connect with them on a platform they care about.
Moreover, you can use Facebook to reach people outside of your church.
In this guide, you’ll discover the best practices to promote your church on Facebook through organic and paid efforts. Here’s what you need to do:
1. Review your church’s social media goals and strategy
Before launching or making any changes to your church’s Facebook page, you must already have a clear message that reflects your church’s vision and mission.
Clarifying your message eases the process of creating your church’s social media strategy. Once you know the message you want to communicate, you’re ready to think about creating quality content (including beautiful graphics) for your Facebook page.
2. Optimize your church’s official Facebook page
Your decision to extend your church’s presence to Facebook demands that you always project a good image of your church. That all starts by optimizing your Facebook page.
Basic optimization of your church’s Facebook page is not that complicated. Facebook will guide you through the basic optimization process when you click “Create a Page.”
Here’s what you should prioritize:
- Name of Facebook Page
Use the complete and official name of your church. If there are similar names, try Facebook’s suggestions or add a relevant keyword to the page’s name.
- Profile Picture and Cover Photo
Aside from your church’s official Facebook page name, your profile picture and cover photo are the primary elements that Facebook users will first notice.
For your profile picture, you can use the church’s official logo. Make sure it’s a high-resolution image, and place the logo on a colorful or graphic background. Finally, make sure the image is the correct size for a banner image.
Depending on your social media strategy and calendar, you can use a themed graphic on your cover photo. For instance, you can include an invitation to a church event or your church’s vision and mission.
- Contact Details and Relevant Information
Improve the credibility and health of your church’s Facebook page by including details such as church address, mobile number, email address, and church app download information.
If you’re the Facebook page admin, you can edit the automatically generated web address (e.g., www.facebook.com/32a4Zp) into a customized one (e.g., www.facebook.com/faithhopelovechurch).
You can also include your church’s mission-vision statement as part of the Facebook description of your church’s official page.
Keep in mind that Facebook page optimization is an ongoing process. Make sure to update the details of your page frequently.
One of Facebook’s requirements to obtain a “verified” status is that your church must be a legal entity. Check out this guide to take all the appropriate steps.
3. Set up communication channels
Another significant component to promoting your church on Facebook is to make sure you respond to all queries sent to your page’s inbox.
Instead of typing out all responses yourself, you can use Facebook Messenger Bots to automate conversations. You can write preset scripts that tell people when your church services are, or provide important information about your upcoming events.
To begin automating your conversations on Facebook, check out this article, Facebook Messenger Bots: A Short Guide for Churches.
4. Engage with people and pages
Here are some simple but effective activities you can use to connect with users:
- “Like” or “love” comments from other Facebook users.
- Respond to people’s comments on your posted content.
- Share relevant content and posts.
- Comment “Thank you!” when a user shares your comment.
- Invite people in the comment section to message you.
Sooner or later, even strangers to your church will have a look at your profile simply because you consistently engage with people.
5. Share quality content
One way to connect with other users and to produce more content is to re-share quality content.
You can also create your own quality content.
Here’s some inspiration for Facebook post ideas:
- Bible verse of the day/ week
- Repost a pastor’s blog from the church website
- A recap reel of last week’s worship service
- Encouraging quotes from a sermon, book, or article worth sharing
- An infographic invitation for a big church event
Making graphics doesn’t have to be complicated (or expensive)–Tithe.ly Media
can help you create beautiful graphics for free.
6. Livestream the church’s worship service
People are watching more video content than ever. That’s why it’s so important to livestream your worship service.
Without realizing it, your livestream videos on Facebook are achieving many purposes.
For one, you are already serving many church members and non-members. More importantly, you’re providing value for people who are not yet official members of your church. This increases your reach and will leave a lasting impression on your church.
7. Maximize interaction on Facebook groups
Your church’s Facebook group provides another avenue for promoting your church.
However, you must strategically approach the use of Facebook groups.
Instead of simply sharing the same content on the official page with the group, treat this digital space as a community of interaction.
Here are some practical activities your church can do inside Facebook groups:
- Use the welcome function to greet new group members.
- Post interesting and relevant polls.
- Schedule a watch party for your church’s next worship service.
- Open and moderate a discussion thread.
- Have a prayer request box and schedule daily live prayers.
Additional tip: before granting admission to any Facebook user, request pertinent information and make them agree with the group rules.
You can collect the requested information, such as their names and email address, and put them in your Church Management Software (ChMS).
8. Run paid promotions through Facebook Ads
For wider yet more well-targeted reach, you can count on Facebook Ads.
Your goals for your Facebook page may be:
- Raise awareness for the existence of your church.
- Generate leads for more church membership.
- Promote your church’s next big event.
With all the competition for people’s attention, sometimes it’s no longer a guarantee that your organic posts will capture your target audience. You may have to invest your church’s money to get ahead of the competition for Facebook users’ attention.
But it’s not enough to open a Facebook ad campaign and hit “publish.”
Like all marketing and promotional activities, you must immerse yourself in the process, from market research to execution.
That’s why we have outlined the process of preparing for your church’s next campaign through this guide, Facebook Ads for Churches: A Step-by-Step Guide.
Over to You
Take your church’s promotional efforts to the highest level with all the free resources at Tithe.ly.