Why does social media matter to your ministry?
DJ Chuang writes in his Christianity Today story that one of the myths surrounding technology in the church is "only the younger generation uses social networking". This topic is a hot button in light of how ministries communicate today. Here's my take...
You can use social media in one of two ways: to tell people what's on your mind OR to find out what is on theirs. Let me be very clear. The purpose, or strategy, for which you use social media will determine whether or not it works in your favor or simply takes up time.
There is very little research regarding social media and the church; however, there is plenty about social media and people, primarily in the context of business and communication. These conclusions from a business perspective can easily be translated into a ministry-related strategy. Let me give you an example. Brian Solis, a respected social media guru, said this:
"Before we can earn customers however, we have to recognize that at any given time, there are also prospects. And, prospects require information and confidence in order to make decisions, in your favor of course. The answer to our question lies in social engagement...If brands do not identify the various stages of choice and resolution and also the networks where they socialize and explore, opportunities will be missed. If we’re not part of the decision making cycle, we are absent from decisions."
Here's a translation: the broadest use for social media is not communication with those already engaged in your ministry. The most productive use is creating a viral strategy whereby the committed reach out to the curious. Since the average Facebook user has 130 friends, you have the opportunity to engage your faithful follower AND reach out to the casual listener. The key is developing a process of leading your social media acquaintances from Facebook, Twitter, YouTube, and Myspace (just to name a few) to a destination (your website!) where you can engage them at a deeper level. You must create a "cycle" of communication through social media that takes prospects to the next level. The only way to do that is to point them in a direction where you can inform and find out who they are, what they need, and at what level they engage with you.
By the way, statistics for social media networks can be misleading. It is important to create a message relevant to the demographics of the audience. Here is a great resource to see the age spread among various social media vehicles. Obviously, it's more than young people, so don't use social media because you'll be considered someone who doesn't care about them if you don't. Use social media because you care about everyone who does.
Filed in: Social Media | Posted on: July 07, 2010 | Total comments: (0) → Add yours ›
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