3 Questions to Determine Which Social Media Platform Is Most Important for Your ChurchBy Chris Martin
November 30, 2021
When I begin consulting a new client on social media strategy, I am almost always asked this question (or some version of it):
Which social media platforms should I care about and use for my content?
This is a really good question and one that anyone who is using social media for professional purposes should be asking. The answer is often Facebook simply because it is the most widely used social media platform, but some careful consideration is in order.
The common temptation, of course, is to create an account on every major social media platform and attempt to create as much content as possible on all of them. This isn’t a good idea. Why? Two reasons: 1) you will burn out and 2) not every social media platform is the same and equally worthy of your attention.
So then, how do we answer the question above? How can we know which social media platforms are worth the investment of our time and maybe even our money? We answer that question with the answers to these three questions, ranked from most to least important:
1. Who is my audience?
This is, without a doubt, the most important question to ask when deciding which social media platform is best for your content. Is your church mostly made up of people who grew up without the internet? Facebook probably deserves most of your attention. Is your church full of digital natives and their babies? Instagram is probably worthy of your best content. Church demographics matter when deciding how much time and effort to devote to which platforms.
More and more, because there are just so many social media platforms out there, different kinds of people have flocked to different platforms. This article from Sprout Social provides some info about the demographics of each major social media platform. But you can really learn a lot by spending time on the platform, too, trying out different content strategies and getting a feel for what does and does not work.
2. What is my goal?
This is an important question to ask as you approach social media strategy generally, even before you approach the “which platform” decision. Too many times I have joined conversations about social media strategy and the focus is entirely on the particulars of the work without any regard for the goals in mind.
I like to play board games and video games, and I like watching sports. When you’re learning how to play a new game or watch a new sport, one of the first questions should be “How do I win?” or “What’s the objective?” Pretend social media strategy is a new board game. You should have an idea of how you win, or what success looks like for you. Then, when you have nailed down what success looks like for you on social media, you can ask the necessary follow up question, “Which social media platform is best for me to achieve my goal?”
As you’re trying to decide which social media platforms are best suited to help you accomplish your goals, make sure you’ve actually set goals for your social media strategy and see if there is a platform that best aligns with them.
3. What content will I create?
This is a third and important question to ask when deciding which social media platform to use for your church. It is a simple one, and doesn’t require a lot of explanation, but it is an important consideration.