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Aimee Cottle of Fishhook shares three strategies small churches can use to harness the power of social media as a ministry tool.
May 7, 2018
As a small church, the best thing you can do for your social media presence is to stop posting.
That wasn’t a typo.
You heard me right.
Social media is less about how often you post and more about what you say. It’s about quality over quantity.
So don’t worry about posting at the same time every day. Stop thinking about all the posts you’ve made that no one has commented on or shared. Forget about that one person in your congregation who always points out the typo in your Monday morning post. Rather, take a minute to think about why your church needs social media in the first place.
In this blog post, I’m going to outline three strategies small churches can do to harness the power of social media as a ministry tool.
Often, we find churches struggling to keep up with posting on Facebook, Twitter and Instagram. While they want to create a successful and consistent social media schedule, they tend to quickly find themselves overwhelmed, stressed out, and feeling like nothing is working.
Does this sound like you?
Stretched in too many directions?
Trying to do so many things that it feels like you're failing to do any of them well?
Using social media, but getting frustrated that it doesn't seem to be doing anything?
Our advice is to focus your attention.
Pick one social media platform and pour your time, energy and resources into developing it as a ministry tool. Our top recommendation for small churches is Facebook.
Related: How to Use Facebook for Your Church: 9 Proven Tips to Grow Your Reach and Increase Engagement
There are over two billion people on Facebook! And, based on recent research, those people are spending between 25-40 minutes there every day. Choosing Facebook as your platform will give you access to the most people and the most options for connecting with them. But, even within Facebook, there are multiple options. So, here’s a quick rundown of each social media tool and how we believe the church can best use it:
What kind of tool do you want social media to be for your church? How do you want your congregation, people in your community and even people throughout the country or world to engage with it?
If you really want to use Facebook (or any social media platform) as a ministry tool, you’ll need a strong social media strategy. A great place to start is to ask yourself, “ How do we measure success?” Here are three metrics you should measure:
Think about your audience as individual people—not as a massive group
Thinking about who you’re trying to reach on social media will help you to serve them in a real and tangible way.
Knowing what platforms you’re focusing on, how you define success and who you’re trying to reach will help you get off the hamster wheel that social media can become and tap into all the power it can bring to your ministry.
If all this still feels daunting, here’s our advice: Give it a go.
Know that your community and your audience will need something unique from you and it might take some trial and error to figure out what that is. Find a few people from your congregation who understand social media and ask them to help you pilot a few things.
And, here’s my favorite tip for churches: Everything can be deleted. So, don’t be afraid!
Happy social media-ing!
Editor’s Note: This is a guest post from Aimee Cottle. Aimee is the director of marketing at Fishhook, a communications agency that collaborates with churches.
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