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Social Media and Ministry

Social Media and Ministry. Bethel University & Converge 2012 Biennial Peggy Kendall, Bethel University & Mark Kraakevik , The EDGE Church, Colorado. Session Overview. Survey results Creating a social m edia fit New ideas to try out. Survey Results. Survey Purpose

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Social Media and Ministry

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  1. Social Media and Ministry Bethel University & Converge 2012 Biennial Peggy Kendall, Bethel University & Mark Kraakevik, The EDGE Church, Colorado

  2. Session Overview • Survey results • Creating a social media fit • New ideas to try out

  3. Survey Results • Survey Purpose • Online survey January, 2012 • 103 churches (56 Converge churches)

  4. Church Size

  5. Church Place

  6. Primary Type of Attenders

  7. Use of Social Media

  8. Perceived Effectiveness of Social Media

  9. Facebook Pages • Person or Organization? • Large Organization or Smaller Ministries? • Relationship Building or Marketing?

  10. Sr Pastor Facebook • Relevance • Accessible • “Having our Senior Pastor have a Facebook page, he is able to share not only sermon topics, scripture verses and visions for our church, but he is able to be a "regular" guy by sharing his heart about his wife, his children, sporting events, travels.” • Uses • “He only uses it to wish people ‘happy birthday.’“ • Boundaries • “This is her social page. Not any church related stuff there”

  11. Church Facebook Page

  12. Church Facebook Page • Traffic Success: “All generations in our church tend to benefit …that it doesn't work as a singular method of communication.” • Traffic Failure: “We have had some response to questions asked or people responding to events we have posted but traffic is not as high as we would like.” • Management Problems: “Poor management, do not have a person who has taken on responsibility for this as a passion” • Uses: “We post about large events as reminders, and add some photos from events.” • Uses: “80% of those who "like" our churches facebook page are former attenders who have moved away but would love to stay in touch with our church.”

  13. Twitter • Average use: 1 time a day • Least effective of surveyed tools • Management: “Twitter is a quick, concise way to say much. We have some of our pastors who pre-select tweets and then schedule those tweets to be posted through the day or week.” • Audience: “95% of our twitter followers are other ministry professionals, non-profits, or twitter bots. Very few of our congregation members have twitter, use twitter, etc.” • Uses: “Not much interaction.” • Uses: “Twitter is used primarily as a push to our blogs or website.”

  14. Blogs • Average 1 new blog per week (some churches 1 per month and a few 30-40 times per month) • Uses: “Encouragement and for further input on sermons. Not a whole lot of response on the blog” • Uses: “We post blog posts on certain seasons in the church calendar (i.e advent, lent).” • Management: “The lead individual provides the most posts and then others with blogs share as well”

  15. Mass E-Mails • Usually once per week • Perceived as most effective social media tool • Reach: “Only about 3 families do not have an email account, so it is a great form of communication for our church.” • Uses: “We send out a weekly Friday email with announcements. Special events, or registrations also are sent out in their own email. The pastor sends out emails to the congregation related to prayer or special events about twice a month.” • Problems: “They're effective for quickly getting out a mass message, but email also greatly contributes to the noise, and when too many different people/ministry areas use it, can muddy the message and clarity of our communications.”

  16. Specialized Social Media Platforms • “The Table Project” or “The City” • Provides a private area for congregational prayer and service requests

  17. Marketing Preferences

  18. Other Social Media • YELP!, Four Square • Text-messaging • Text-polling • QR codes • YouTube • E-Mail PrayerNET

  19. Interesting Findings • Blogs: the more children in the congregation, the less effective the blogs are perceived to be; the older the congregation, the more effective • Church Facebook: the more young adults, the greater the likelihood that the church will have a church Facebook page • “Social” media: the more young adults, the more the church uses social media in a 2-way fashion; the more middle aged adults, the more 1-way messages are used 4. No effect based on size or location of church

  20. What Works? • Announcements • Prayer Requests • Sermon follow-up • Stories • Build capital campaign momentum • Videos of worship songs, sermons & marketing campaigns • Volunteer opportunities • Event follow-up with pictures • Follow-up connections w/ non-Christians (as a result of questions or comments)

  21. What are Problems With Social Media? • Can’t use just one • Misunderstandings can happen easily • Some people are more private than others • Technical problems & mismatch with adoption levels • Inactivity and lack of monitoring • Inappropriate comments • Inappropriate self-disclosure (especially prayer requests) • Time

  22. Advice • Target your audience and speak to each audience differently • Consistency & branding • You need a champion • Don’t be discouraged by silence • Proofread • Keep it short • Use the tools to build relationships • “Just Try it!”

  23. Tensions

  24. Tensions • Marketing vs. Relationship building • F2F vs. Virtual • Authority vs Collaboration • Church vs. Everywhere • Pastor vs Friend

  25. Tensions: What is your goal? Marketing vs. Relationship Building • Media • “Social” Media • Web 1.0 or 2.0? • 1-Way or 2-Way • Static or Fluid • Text-based or Visual

  26. Tensions: How do we connect? F2F vs. Virtual Conversations • What do we lose? • What do we gain? • Accessibility • Control • Momentum • Ministry • Information gathering • Reverent affirmation • Conversations

  27. Tensions: Who is in charge? Authority vs Collaboration • Changing View of Authority • 2-way communication=loss of control • Problems • Many voices • Loud voices • Opportunities • Buy-in • Meeting needs

  28. Tensions: Where is ministry? Church vs. Everywhere • Changing Role of Place • Community • Here & now • Mobile technology • Problems for everywhere • Less committed • Community building • Boundaries of work and home • Opportunities • People see in • Integrates life

  29. Tensions: Who am I? Pastor vs Facebook Friend • The great equalizing effect • Opportunities • Humanize • Starting point • Problems • Boundaries • Respect

  30. Strategy • Who is your audience? • What media are they using? • What is your goal? • How virtual do you want to get? • How much control do you want to give up? • Where is your ministry located? • How much do you want to share?

  31. Basic Social Media Tools

  32. Resources Social Media Ministry: • Click to Save; Tweet if you Love Jesus (both by Elizabeth Drescher) Social Media Marketing: • Church Marketing Sucks.com • Word of Mouth Marketing: How Smart Companies Get People Talking by Andy Sernovitz • Groundswell by Li & Bernoff Misc. Good Books: • Reboot: Refreshing Your Faith by Peggy Kendall 

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