Summer Social Series: Facebook

Facebook is so much more than a social network. Facebook has morphed into a person’s license to use the internet as a whole. How many times have you seen the option to “sign in with Facebook?” If social networks were pokemon, Facebook would be Charizard.

It’s the most powerful.
It’s the most effective.
It’s the most user-friendly.

I am not going to spend any time trying to convince you that your ministry, nonprofit, or business needs a Facebook presence.
If you doubt that, go back to the rock you live under.
Honestly, even under a rock, you will still find people on facebook.

When using Facebook, a lot of ministries get it wrong. Here are five practical pieces of advice on making the most of Facebook.

Every Post Needs a Picture!
Facebook used to be people posting what they were doing or how they were feeling. It was driven by text. That is no longer the case, this network is all about sharing visual content. When you get on your newsfeed, it looks more like a photo and video sharing site than anything else. As churches, we must leverage that.
Here are five picture tips:

– You must put your logo somewhere (either edited or in the picture itself).
– Your text needs to be short, punchy, and tell a story.
– Your content needs to be quality.
– The photo must not be too busy (think of the size of a phone screen).
– While pictures still make up most of the content on Facebook, video is quickly catching up.

Videos Are Taking Over
We need to start thinking of our churches as media producers. It is no longer about just creating the Sunday experience. You need to use video to constantly share the story of your ministry. Facebook Live is the most powerful tool for churches. It’s an amazing utility that opens up live stream options to even the smallest of churches.
Not using it is foolish.

Be sure your content is compelling.
Don’t inform, inspire. I am so tired of churches just posting a google-image (illegal) photo to advertise their next event. Facebook is not a bulletin board, but story board. If you just keep telling people about your upcoming events, you will not get traction. You need your posts to have engagement, because that represents the number of eyeballs on any given post.

Overposting is a sin.
I am serious, don’t spam people! Decide how many times a week you will post and stick to it. More content is not the goal…quality content is!

Track your successes and failures.
Posting is important, but figuring out what works is more important. Use the amazing analytic tools on your page. They tell you when your audience is online and what types of posts are working well. Don’t just keep doing the same thing. Mix it up and see what is working. You may see that live videos posted at night before a message work well — do more of that. You may discover that Monday morning flashback posts always get buried — change it up.

Pro-Tip
Use ads!

There has never been a time in human history when we can say I want “Single Christian men within 10 miles of me who like Donuts” to see my advertisement.
You used to have to pay for everyone to see it and hope the right eyes stumble across it. Facebook changed the game, use those tools to identify your potential audience and spread your message to them.
More on this in the next blog: Facebook: The Power User Guide

About the Author

Jackson Garrell

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Jackson is a pastor, designer, and cheese enthusiast. He lives in New York with his wife and several dozen plants. When he is not building websites, consulting churches, or pastoring, you will probably find him trying to create the perfect omelette.