[Find all posts in the Mind the Social Media Gap series here.]
With the initial work figured out, we can begin to assign people with tasks and start to decide who is going to post what. We are at the threshold of posting content, but we cannot yet jump the gun with this. To simply give someone the keys at this point without figuring out the process would show them what needs to be achieved but not telling them how to do it.
I will say that at this stage of minding the social media gap, you need to begin to form your team. By the time we are done, everyone should know their place and you should be ready for your first tweet, pin, or status update.
Here are the who, what, when, and how questions to get through this step and start to progress.
Where Is The Content Coming From?
The best solution, the social media manager is in charger of the social media accounts for posting, getting content, and managing the community that comes around your social media accounts. They are not the ones creating the content. Ideally the youth worker, the elders, and the pastors are living life in ministry and coming up with sermons all of the time so they should have lots to write.
Who Is In Charge Of Editing and Posting the Content?
This is where we clarify the last section. The pastors and elders are busy people and so they do not need to be writing 140 character thoughts nor do they need to figure out how to sum up stuff in a single paragraph. That is the job of the social media manager to craft great social media posts from great content. This person can take the pastor’s blog article, a whole sermon from Wednesday night, or some of the vision and leadership decisions made at the last elder’s meeting.
What Special Activities and Events Are Going to Need Extra Attention?
The posts that go up every day are great and can be figured out as you post. But some activities and events happen through out the year that are seen as big and need highlighted before, during, and after they happen. Some of these may include baptisms, Christmas, Easter, youth camps, VBS, conferences, fundraising or big changes, and new leadership within the church. These events are great for increasing likes, conversations, and sharing of your social media posts, so make sure you capitalize them.
When Should You Be Posting?
If you read social media blogs or “experts” on networks, you may be thinking I’m going to give you the perfect time of day to post. I’m not. People fail at consistently posting great content which hurts SO MUCH more than when you post. Me asking you when you post is more about scheduling social media posts with a web application like Hootsuite or Bufferapp. So when you post social media includes how many times a week you are scheduling posts, how many posts you are scheduling per day, and how many days out you should have content ready for. This is one of those boundary steps that needs to be in writing for the pastor who can hold the social media manager accountable, but also for the social media manager to give leverage for finding content.
How Are You Going To Make This Relational?
If all you are doing is posting your stuff on social media, even if it is celebrating and “giving” to your audience, you are still doing all of the talking. Christianity is a relational ministry, you need to do your part. Make sure your posts ask questions, respond to those that comment about you, mention you, or reshare your stuff, and be authentic. We have a whole step for this, but figured you needed to actually be thinking about it now.
Start Planning, But There Is More
Now is the time to start getting your posts in order. I actually recommend you get enough content that could be used over a month’s time now before you send out your first social media post. Then make it a policy to always have content on hand just in case you cannot get something to post. But do note that there are still three more steps before we have finished covering this social media gap. Jumping into it now could undo the future of your social media accounts. Get ready, but don’t start just yet.
What is your thoughts on making this process easier?
How can you make it better?
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