Van Baird, from That Church Conference, shares his advice for how churches can improve their social media marketing and communications strategy.

Improving Your Ministry Through Social Media Listening

Hi, I’m Van Baird. And when working with churches as far as what’s the best use of social media, we all have that desire to just post about our services or our events or what’s going on within our four walls. When in reality, outside of our four walls is where the world is, and where Jesus has called us to go and make disciples.
So how are you using your social media platforms? Are you just posting a lot? Are you just being really noisy?
Or are you taking the opportunity to listen to your audience, to your people?
Not the ones that are necessarily showing up on Sunday, but the ones that you want to show up on Sunday.
We have a rule in social media that content is king and you have to create this really great content that is going to draw people in.
Well, I’m a person, I’m an individual, and I’m putting my own content out there for the world to see. I’ve got my Facebook account, my Twitter account, my Instagram account, and I’m telling you, the Church, what’s important to me, what I like and where I struggle.
So my challenge to churches is, what do you do to listen? What are you doing to listen to the people that you want to show up in your church so that you will know how to minister to them before they show up at your doors?

The 60/20/20 Rule and Your Church Social Media Strategy

There’s an approach I try and coach churches on it’s called the 60-20-20 Rule.

  • 60% of the time, try to post about other people that you appreciate, other people that are doing good things in and around your community, instead of, “Hey, here are all of our events.”
  • Another 20% of the time, post about a day in the life. We’d love to see what a church staff meeting looked like, a fun game, or a luncheon that you have going on within your walls. It just draws us in and let’s us see how real the church is. Even sharing what you’re struggling with!
  • And the other 20% of the time is when you can make those “asks”. You’ve built up enough relational equity by posting about other people, by being really real instead of just a kind of “put on” content feel. Once you do ask for people to come to a service or come to an event or maybe even give online,  you’ve built up enough relational equity that people feel like they know you and have a relationship with you. And they’re way more willing to contribute.

Try and release that urge to just post all the time about about you or your church, and start a listening platform.
Overtime, 3, 4, or 5 months later, and I think you will be pretty surprised at how well you start engaging with your community.

Want more church marketing insights? Join the newsletter!