Strategies for Your Church’s Social Media Content
Each network has unique characteristics. One is post lifespans. The lifespan of a post, or how long it is visible to your followers, is somewhat dependent on the size of a person’s network.
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Dig into this final part of a three-part series that looks into choices for lighting design software, including Vectorworks and LightConverse, and how each can best serve the needs of your church.
Tactics to Start Today
Best practices for posting change rapidly, because the networks are constantly tweaking their algorithms and what definitions of success. As of today, here’s what I recommend:
1) Types of posts
Here are types of content to consider posting:
• Original blog and website posts - your own material, housed on your church site or blog
• Other sources, with commentary - links to other pastors and Christian thought leaders
• Original text-based thought and ideas - quick hit scriptures, comments and ideas
• Original photos and videos - images of your ministries
2) Types of content
• Sermon snippets, in text or video
• How-to tactics, such as “3 tools for improving your spiritual life this coming year”
• Broader strategic ideas, such as “Why your theology of money may be all wrong”
• Ads and ministry-related posts
• “Live” streams, such as Facebook Live
• A small percentage of anecdotes and personal items that keep you human
3) Post times and frequency
Each network has unique characteristics. One is post lifespans. The lifespan of a post, or how long it is visible to your followers, is somewhat dependent on the size of a person’s network, but is also dependent on the algorithms and rules that govern how long posts remain visible.
People are always trying to name the best time of day to publish a post. It varies, and opinions vary.
Because of the short nature of tweets, they don’t last long at all. The average lifespan of a tweet is about 30 minutes. (Some say 15 minutes, some say an hour; again, it depends on the typical size of the following of the people with whom you engage.)
The average lifespan of a Facebook post is 6-8 hours. This means on average, you can post 1-3 times a day and not worry about over-posting or harassing your networks. If you have a post that is “viral,” or gets shared a lot, you may want to give it 24-36 hours before posting again. I typically post two times a day.
The average lifespan of an Instagram post is 24 hours. If you post more than one a day you may harass your followership.
LinkedIn posts last the longest of any of the networks, at 2-3 days.
These differences dictate the kind of content to post to each. Twitter works best for quick hit, draft and unfiltered ideas; Instagram for ideas that can be expressed with a precise image; Facebook for medium form ideas, and LinkedIn for more polished and complete ideas.
Latest ResourceWorship Facilities Magazine, March-April 2018
The March-April 2018 issue of Worship Facilities Magazine offers articles about how to prepare, prevent and respond to church violence, a look into what church management software can do for your church community, and a piece on how a once popular nightclub venue was transitioned to become Shoreline Church's new home.