Almost since Facebook started, I have been active on social media. Over the past 10 years, the reach I am responsible for has grown to include over 2.5 million followers on Facebook and Instagram. They receive updates regularly. Most of them every day. I have also had the privilege of building hundreds of websites where many have “peaked” in reach. Now Easter is approaching when thousands of people are searching for “Jesus” online. It is a situation for churches that is absolutely fantastic.
Now I have picked from the years of “learning by failing” and give some simple tips that can boost the reach of the church website and the church’s social media. This is not a complete list but should be seen more as a starting point to think about.
- Find a system for updates.
This is one of the most important things. If you rely on inspiration, you will quickly become exhausted. When it comes to the website, most programs now allow you to update many parts at the same time and put them for publication at different times. Meta Business Suite allows you to post information on both Facebook and Instagram and also schedule the posts. There are also many social media tools that allow you to update several at the same time. I myself am currently using socialchamp.io which is free for three social media channels. - Today, the website is often the first door that visitors open.
In the 1980s, people talked about the need for a welcoming environment as soon as they stepped inside the church door. When the internet came along, one piece of advice was to post short testimonies on the website – which was the first thing people saw. Some church put it into a system and as a result they saw many new faces in the church. - Consider the nature of the medium.
If the church has Facebook, Instagram, and maybe even TikTok, you should be aware of the strength of the tool you are using. One example is how short videos are what work on TikTok. Another example is that many people use Facebook to find out what is happening where they live. This makes it easy for the church to show what they are doing by posting in the often large open local groups that are on Facebook. - Think about the target group.
A church has many different target groups. One thing you should also keep in mind is that social media is the marketplace of our time. This means that you need to adapt the format of the message (images, text, etc.) to an audience that is often unfamiliar with what faith and church mean. It also works annually – many families are looking for activities for their children when the school term starts. During special church holidays, people often check out what is available in the area. This is especially true for All Saints’ Day, Advent, Christmas and Easter. Also keep in mind that there is widespread loneliness in society today. Many people use social media as a breathing space and look for information there that can help them in their loneliness.
It is also the case that there is a mix of target groups with many different interests. This means that you need to vary the color, shape and what you say to reach as many people as possible. Today, many young people find Jesus via the Internet and social media. - Consider your posting frequency.
It’s important to have a consistent frequency. This is especially true for social media. Three a week is the minimum you should aim for. One a day is a good frequency. This will help you grow your social media following. - What is the message from the church?
The message of Jesus is new and attractive to many people. They know nothing. Explain simply. Preferably with a Bible verse on a nice picture. A testimony or life story does not have to be longer than a minute. Remember that the Internet and social media are just the front door. Let it be open and inviting and short.
What the church does can be described in many different ways – making coffee, singing, music, what they do for vulnerable people. The Salvation Army is fantastic at talking about what they do and showing it on their social media in a good way.
Good luck!
Roger Arnfjell/Mission International
Photo: © Daniel De La Hoz | Dreamstime
