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Using Social Media in Your
Ministry
Will Coley will@aquifermedia.com
“Reaching the Digital Continent”
Introduction Photo by Edward (madnzany) Webb via Flickr
- United States Conference of Catholic Bishops
From the Infographic "The Growth Of Social Media" via Search Engine Journal
In August 2010, Facebook toppled Google as the top online destination.
Source: AllFacebook.com
Local Television New Business Model?Photo: Scott S (scott*eric) via Flickr
Advertisers Newscaster Audience
$
NEWS [Ad]
Broadcast TelevisionBusinessModel
$
Advertising = buy or do something
Frequen
t
Supporters(Church, Donors)
Missionary Community& New Donors
$
NEWS [Ad]
Social MediaBusinessModel
Advertising = “selling” values & urging action
Conversation
Frequent
Stages in Setting Up Your News Station
1. Design for Success2. Build as Integrated Part of Your
Work3. Start Broadcasting
Communicating4. Stay on the Air
Photo: David Goehring (CarbonNYC) via Flickr
Stage 1: Design for Success Photo via
Fotolia
Social Media Strategy
• Objectives• Audience• Content• Tools and Measurement
to support your ministry’s communications strategy.
helps you think through
Credit: Holly Ross, NTEN
ObjectiveWhat do you want to accomplish with social media? Describe how your social media objective supports or links to a specific goal from your strategic plan.
Credit: Holly Ross, NTENPhoto: Donald Lee Pardue via Flickr
S.M.A.R.T. Objectives
• Specific• Measureable• Attainable• Results-Focused• Time Specific
Score should have at least 4 of above.
Photo: Nfrastructure via Flickr
Organizational goal: Get people to visit website and download/use the Action Guide, before October 31, 2011Social Media Goal: 1,500 visits to website, 1,000 video views, etc.
www.bernards-story.com
Your “Audience” 1. Who must you reach with your social media efforts to meet your objective? Why this target group? 2. Is this a target group identified in your communications plan? 3. What do they know or believe about your work or your issues? What will resonate with them? 4. What key points for you want to make with your audience?
Your “Audience”
Photo: ralphbijiker via Flickr
Credit: Holly Ross, NTEN
Stage 2: Build as Integrated Part of Your Work
Photo: Magnus Franklin via Flickr
Integrated Strategy
www.youtube.com/connectnmission
How Can You Integrate into Ministry Work?
Stage 3:Start Broadcasting Communicating
Photo: Bob Doran via Flickr
Listening
Photo: Dean Jarvey (dmjarvey) via Flickr
Listening with RSS: Subscribing to Blogs
Look for & click this button
Useful tool to follow blogs: www.google.com/reader
Listening with Alerts: www.google.com/alertsGoogle sends email with latest news on search terms
Listening with Twitterwww.twitter.com/detentionwatch
ParticipatingSharing and Commenting
www.facebook.com/cuentame
Creating Engaging Profiles
Photo: Felicha Bogroff (purple_onion) via Flickr
Tools like these are free to use in ministry outreach: If you use them, why not use the opportunity to flesh out profiles?
Don’t Advise Using Facebook Profiles for Ministry
Instead Use Facebook Pageswww.facebook.com/saddlebackchurch
www.facebook.com/ReverendBillyGraham
Create Content Photo: NASA Goddard Photo & Video via Flickr
Your news (or blog posts) can be text, photos, video or audio, i.e The Fosters use Tumblr to share their news www.thefosters.tumblr.com
Example of audio blog post
Measuring
TV has the Neilson Rating Box
Social media has great stats i.e. Facebook page insights
Measure Traffic & Most Popular Contenti.e. Wordpress.com blog shows how many people visited, how
they came and what search terms they used.
Experiment!
We are the reporters we’ve been waiting for…
Tools:1. Keep equipment still2. Video & photo: Make sure light is
behind you3. Video: keep camera at eye level
with person being filmed4. Video & audio: Be aware of &
avoid unnecessary background sounds
Content:5. First person ("I") is best for social
media6. Stories are better than jargon
("This happened, then that happened”)
7. Shorter is better8. Feelings and emotions are as
valid as facts
Tips for creating news content
Photo: John Benson (imm4381) via Flickr
Resources:
• BethKanter.org• CommunityOrganizer20.com• Idealware’s Nonprofit Social Media Decision Guide• JohnHaydon.com• Mashable.com/social-good• Nonprofit Technology Network NTEN.org• SocialBrite.org (see series on online
fundraising)
Will Coley will@aquifermedia.comwww.aquifermedia.com
Let me know how it goes and if you have any questions…
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