Meditations (Web)Church

A year (and a bit) in the life of NewSpring's first Web pastor

How does your church plan to alter its Facebook strategy?

with 3 comments

I’m wondering what other churches think about Facebook’s decision to fundamentally alter the way Facebook pages work.

The change puts organizations on a par with typical Facebook users. Not everyone thinks that’s great for organizations. But it seems sensible given Facebook’s overall strategy to stay competitive with Twitter, fend off FriendFeed, and steal ground from Digg. In fact, Facebook is positioning itself well to become the uber social media app.

You should take a look at this Mashable Guide to start thinking through how you’ll need to strategically reevaluate your presence on the world’s largest social network.

What the new set up requires is looking at the Facebook page not as an alternative brand platform but as a total engagement channel. That creates all sorts of questions about how to staff and coordinate the messaging that goes on there.

The upside is that, potentially, dozens of comments, media and other interactions could now be showing up in fans’ news feeds, giving people limitless opportunities to encounter our churches and ministries, especially among those who would never dream of visiting a church web site.

However, here are some issues i see:

    Facebook can’t be a strategy on autopilot, as it largely is now. Just hooking up your pastor’s Twitter feed could create a lot of noise that will potentially “crowd out” other more important messages your ministry will want to send. If you have an uncluttered Twitter ministry feed that might be easier, but it’s not a complete answer. (See point No. 2.)

    Someone or a group of someones will have to come up with a more or less daily process of choosing messages, the right form for them (photos, links, video, notes, discussions) and gleaning the appropriate media. As with a lot of social media questions, is it a media, communications, marketing or public relations role? And how does it rank in the everyday game of priority skittles?

    Someone or a group of someones will have to actively monitor the Public Profile and engage with fans who are responding to the media you put out there.
    These people will have to have a pretty solid grasp of the church and ministry’s DNA and high capacity social media skills if they are going to represent the brand well. Again, it’s an effort that takes consistent commitment and approach to get real results.

We’ve had our Facebook page up for just a couple of months as a “side door” for people to find media and information about our church.

It was still in the experimental, evaluation phase as a ministry tool. Facebook’s decision suddenly complicates matters for me when it comes to resource allocation.

Those are my initial thoughts. What about yours?


Written by NickCharalambous

March 5, 2009 at 2:11 pm

3 Responses

Subscribe to comments with RSS.

  1. […] through @Mashable site . Here are some of the new people & companies I have started How does your church plan to alter its Facebook strategy? – 03/05/2009 I’m wondering what other churches think about Facebook’s […]

  2. great info, we have been running an organization page for our church (along with a group page) and have started working on a facebook strategy, thanks for the heads up

    Scott Fillmer

    March 5, 2009 at 8:39 pm

  3. […] As we talked about Facebook and the friends with whom she was reconnecting, and having read this post about how churches should engage and adjust  their Facebook strategy, I realized that our local […]

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: