Social media isn’t purely an advertising tool for businesses to blitz with new promotions, sales and giveaways. I think most people expect that from businesses they follow because that’s naturally a part of business life but too much will cause people to switch off.
If you treat social media like free advertising essentially you’re treating your followers like someone who’d watch the advertising channel all day. People don’t follow your church just to know what’s happening. They want to interact somehow with your content. “Don’t miss church this Sunday” isn’t exactly interactive. Posting photos of events has seen the most interaction from any of our posts. Yes use your church social media accounts to let people know what’s coming up. But don’t use it just for that!
Here’s what I think we’re trying to do with social media:
- Make a heart, head, spirit or desire connection through an update, photo, link, question or statement.
- Engage with the person so they do more than just connect with it in their head… they action it in some way. They like, comment, share, save, remember, pray and assimilate the content into their life.
- Draw people into a more immersive relationship with Jesus, a stronger connection with your church and bring life, freedom, maturity, salvation and a greater desire to live God’s way.
A great example of a business doing social media well is Logitech Australia. While they post regular product updates, sales and promotions about half of their content is entertaining and engages their typical follower well.