Notes from breakout session #5 at Echo 2013
Communication Track > Mastering Social Media: Part 2 > Justin Wise
Many churches are feeling the pain of getting social media to work for them. Some even go to the trouble of investing resources to build a social media strategy. While this is helpful, the real value is having a plan in place for your all of your online content: web, social, and email. Starting with social is good, but backing up the bus to build a content strategy with all of these components is better. Learn how to increase church membership, increase revenue, and build a more effective website using the content you’re already creating.
Success is not measuring retweets / likes / shares
Success is building a bigger online audience and influencing them to take action.
- Numbers do matter.
- Geography doesn’t (as in “the geographical limits previously holding back a church’s mission is no longer an obstacle.”)
Social media strategy is the tip of a pyramid is based on what your church is all about (link below)
Big idea (local expression of the gospel) > content strategy (how you tell the story online) > email strategy (the single most effective way to engage people and drive them to online content) > social strategy
Create better stuff by knowing your audience and what they want.
- Survey the audience to find out what channels they use and “what else would you like to tell us about?”
- Sunday morning content is a huge source of original content in the congregation.
- Each content piece is a relational contact point is an opportunity to build trust > Trust builds builders builds loyalty / loyalty builds results
- Provide opportunities for online audience to commit
- Call to action answers the question “what’s in it for me”
Justin’s weekly content schedule includes 3 blog posts / 84 tweets / 30 minute podcast / 2 eblasts
Content strategy includes balancing the organization’s needs with the audience’s needs > such as the 4-1-1 rule (link below)
A few links of interest
- Justin Wise on Twitter: https://twitter.com/JustinWise
- Josh Burns’ notes from this session: http://joshburns.net/blog/?p=2444
- Notes from this session on Church Juice: http://churchjuice.com/blog/justin-wise-mastering-social-media
- Justin’s strategy pyramid: http://justinwise.net/communications-pyramid
- Twitter’s 4-1-1 Rule: http://tippingpointlabs.com/2009/07/01/twitter-is-dead-long-live-twitter/