I am frequently asked this question: “Rich, you have a social media ministry that reaches the world, but what about a church without the required resources of time and money to do this?” This is a valid question. Let’s explore some ways I have successfully leveraged Facebook in the past to bolster the local church and the immediate community around it.
Cutting My Chops During COVID
During the COVID-19 lockdown, I was a family pastor at a church in Illinois that was completely locked down—no personal contact and no programs for children or youth. Yet, ministry still needed to be accomplished.
I started a Facebook group called #payitforwardcollinsville, specifically targeting the inhabitants of Collinsville, IL. During the initial outbreak, we launched a “Feed Our Heroes” campaign. We raised money online and used those funds to buy catered food from local mom-and-pop restaurants, which was then delivered to first responders and emergency workers. This initiative not only supported the local economy but also connected the community with the church.
Actionable Tip: Use Facebook groups to create a sense of community and purpose. Initiatives like feeding local heroes can be easily replicated and adapted to fit your local needs.
Identifying Community Needs and Spreading the Word
We identified a need within the community for school supplies. Collecting materials, assembling backpacks, and distributing them at a back-to-school bash is common practice for many churches. However, what really worked for us was a Facebook event ad. Targeted ads to specific groups of people work well on Facebook. Our event had 963 people indicating they were attending, and we gave out hundreds of backpacks, turning many away as people lined up around the block. Acting as a “digital mayor” of your town, subdivision, or county can pay big dividends in reaching the lost around you.
Actionable Tip: Leverage Facebook events and targeted ads to promote community outreach programs. Use compelling visuals and clear calls to action to increase engagement.
Adapting to Algorithm Changes
With the “TikTokification” of social media, algorithms have shifted. Previously, your posts and content were distributed based on your followers and who you followed. Now, distribution is based on user interests. If someone watches a lot of videos on Christianity, these platforms will now send them more Christian content. Instagram, TikTok, and Facebook Reels prioritize people who are geographically close to you. I had someone visit my church on a Sunday morning after connecting with my Twitter posts, and another person from a nearby county reached out to me via direct message last week.
Actionable Tip: Stay updated on social media trends and algorithm changes. Create engaging, interest-based content that resonates with your audience. Utilize short-form video content to increase local visibility.
Leveraging Existing Content
All churches are already content creators. The challenge is that sermons are often archived on YouTube in their live-feed format, where they are unlikely to be watched again except by the congregation. By taking the time to learn the platforms, you can chop that video into small segments called “shorts.” One of these shorts, if interesting enough, could potentially reach millions of people within hours.
Actionable Tip: Repurpose your sermon content into short, engaging videos for social media. Use tools like Adobe Premiere Rush or even mobile apps to edit and format videos quickly.
Additional Resources:
- Free Tools for Social Media Management:
- Hootsuite: Manage all your social media accounts in one place.
- Canva: Create eye-catching graphics and videos.
- Buffer: Schedule posts and track performance.
- Recommended Reading:
- “The Social Church: A Theology of Digital Communication” by Justin Wise
- “Day Trading Attention” by Gary Vaynerchuk
- Online Courses:
- Social Media Marketing on Coursera
- Facebook Blueprint: Free courses on how to use Facebook for business
Conclusion
I urge churches to consider these options and explore the many tactics available. The truth is that almost everyone’s attention is now focused on their phones, and this trend is not going away anytime soon.
If you are interested in investigating further options and would like to schedule a call, you can reach me via the contact page on www.richbitterman.com.