The Goal Of Social Media For Churches

Steve Fogg —  April 10, 2014 — 7 Comments

Likes, comments, shares. We all love them on social media channels.

Why? Because the gospel spreads virally through them on social media and it doesn’t cost a cent. Brilliant!

It’s a quiet revolution, but one I believe that will have ramifications that we haven’t seen the limits of yet.

But if that is all we are looking for as our return on investment then I want to you to know that is the wrong digital strategy.

The social media landscape is changing. (BTW, there is a seismic shift going on right now which churches need to be acting on right now.)

But there are still opportunities, if our focus is correct.

I love this insight from Phil Cooke who articulates so clearly what churches social/digital goal should be.

“I believe it’s time to shift from primarily thinking about missions in terms of geographical boundaries, and start thinking in terms of digital boundaries …From my perspective, that’s a massive country just waiting to hear our message. Why are we sitting on the sidelines?” Read more here

My social media goal isn’t more likes, comments or shares. They are a means to spread the good news of the gospel, but the real deal is where people engage with you in the digital space and make steps of faith because of your social content.

That is a goal I can buy into. And I am. In 2015 I will be starting to implement the end game of our social strategy. Can’t. Wait.


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  3. 22 Common Mistakes Most Churches & Non-Profits Make On Social Media
  4. 7 Silly Barriers that Stop Churches from Adopting Social Media

7 responses to The Goal Of Social Media For Churches

  1. Oh blessyouthankyou for writing this. I’m making myself and probably workshop attendees nuts by repeating over and over again: it’s not a numbers game. Enough with the obsession with collecting “likes” and all. Engagement and conversion to action, let alone faith, happens over time and may not even be measurable. I say, anyway!

  2. Would be good if you would unpack want this actually means “where people engage with you in the digital space and make steps of faith” … and also how you “reported the ROI [of social media] for my church to demonstrate the value it brings as the one of the primary communications channels”.

  3. “What are steps of faith you think people can take online?” That was my question :) — so I’m not sure what it is …

    Isn’t the end goal for all communications for something to happen offline? New people visiting, greater attendance, people coming to faith. I think churches should be focused on influencing their local community so geographical boundaries are still very important. Steps of faith offline … The likes and shares are just one mechanism those within your church can spread the message the church wants to get out.

    The other quote was from this post you linked to: I’m really interested in what are the metrics you report to your church are to get support for funding social media initiatives.

    • Hi Cameron, I’m joining the conversation, not answering for Steve. To me, church-initiated social media should not have the end goal of improved church metrics.

      In your question, you are approaching church as a place to go, rather than an affiliation we embrace and are embraced by. So then, if church is about affiliation, with no inherent physicality, (eg buildings or borders), how might people experience the body?

      Pushing this question back to you is not deflecting — it’s giving you a chance to imagine afresh what church’s impact on people could be, and how ministry could be conducted in this brave new world. This is particularly important because your answers are sure to be unique to your situation.

  4. I regret that you’re waiting for 2015 to begin your social strategy. I would love to get into what you’re describing, but I’m 75 years old and feel that I should get busy now! Another regret is that I’m not in a stable church situation now, so I’ll need to go it somewhat alone.

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