This week, after weeks of prayer and meetings, I made an announcement about changes happening with our communication agency (watch it here: https://youtube/CWstjgT42gk). Having worked with churches to get better social media engagement, and experimenting with it ourselves, we were ready.
Here's what we've discovered works extremely well.
5 important steps you should consider for Church Social Media:
1. Make it about "them", not only "you".
Communication fails or succeeds based on the audience. Don't make it all about you; you'll only get a certain interest. Instead, consider them and why they need to receive the announcement (fills a void), the impact the announcement will have on them (takes them forward), or how it will make them laugh (makes them feel good).
2. Create a great Headline.
This is critical and probably takes significant time. Make sure the headline intros your message (no bait and switch), uses language your audience recognizes, and is short enough to not be truncated by your post delivery.
Make it interesting, surprising, or informative in order to get someone to take the next step and click.
3. Add Video or an Image.
Most research says visuals engage more than a words-only post. Consider who should be seen in the image (make it look like them), what thumbnail will be viewed on embedded posts, and what words are delivered with it. This formula must interest your audience, so control all you can in order to get your audience to pay attention.
4. Choose the right time to post.
Usually when your main audience is bored: when they're off work, watching tv, taking a break, or first thing in the morning. Check your analytics to see when a large group is on the platform.
Our golden hour? 8:30PM weeknights near the middle of the week. We get a lot of engagement then, but when it starts to die down, comment or like replies to "bump" the engagement a bit. If we post at night, I try to bump it in the early morning to get a different audience to notice the post.
5. Engage back.
Many people don't have the ability to lead a conversation. Especially on social media! If someone talks to you (by posting, commenting, or sharing), think about encouraging or motivating them. Talk back so you progress a conversation and make them feel great for engaging.
The networks will love you and deliver more of your posts too.
What exactly do we mean by an engagement?
It's the ultimate win for any post: Be seen, read, clicked, taken to a next step, attend, or be informed. When that happens? It's golden.