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.

Strategies for Your Church’s Social Media Content
Since social media is a form of publishing, all the rules about writing for mass consumption still apply. The first and most important of these is a good title/headline.
Strategies for Your Church’s Social Media Content
Since social media is a form of publishing, all the rules about writing for mass consumption still apply. The first and most important of these is a good title/headline.

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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

• Scripture
• 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.

Twitter

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.)

Facebook

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.

Instagram

The average lifespan of an Instagram post is 24 hours. If you post more than one a day you may harass your followership.

LinkedIn

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.


More About Len Wilson
Len Wilson has been championing creativity and more effective communication in church life since 1993. In service to this calling, he has worked on four church staffs, written ten books, consulted with dozens of churches, spoken at hundreds of events, founded two media micro-publishing firms, and acquired leadership books at a major publishing house. He is currently Creative Director at St. Andrew United Methodist Church in Plano, Texas.
Get in Touch: len@lenwilson.us    More by Len Wilson

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