Church, the rules changed on us. They always do, mind you. But this is a substantial shift that many churches have yet to overcome.
The New York Times was one of the first to write on this. The Facebook algorithm is shifting. Evidently Facebook thinks that users are seeing too much content from Publishers and Brands. Maybe it's backlash from so much fake news (cough cough satire) being broadcast to users. Maybe frustrations have become too much as Social Media battles continue daily in it's news feed. Maybe photos of Aunt Judy's Pistachio Pudding are less controversial and Facebook's finally waving the white flag of surrender.
So, now when you log into Facebook, that's what you get... Aunt Judy's Pistachio Pudding, and anything else that your Facebook Friends are talking about. Church communicators are feeling the pinch already, causing some experts to even question if Church Social Media is worth the investment. By the way, if you're asking that question, sign up for THECHURCH.DIGITAL'S Digital Communications Audit, and we will walk through your Social Media channels and help you find that answer!
Here's reality though. On social media, it matters more what other people say about your church than what your church says about your church. Churches, Organizations, Brands, Publishers, Businesses... we're already feeling the pinch from Facebook's "Mute" button. Besides, we live in an era where there is so much distrust of information that comes online. People will not outright trust information online. But, there's a simple way to combat this that many churches out there have yet to address. Remember your Aunt Judy? What if you get Aunt Judy to stop talking about her pistachio pudding, instead get her talking about your Church.
Here's the challenge. The people who follow your church on Social Media are already aware of you. They've likely been to your church, or visited online. There is value in communicating with those people. But Aunt Judy, she has a bunch of friends and family who follow her on Facebook, and they likely don't know anything about your church. What if we as a church discipled Judy on how to share about Christ and share about Church online? Church, what if you encouraged, empowered, and even created content for the Aunt Judy's of your church to share.
I promise you this. You get a church full of Aunt Judy's talking about your church, you'll reach a lot more people than just through your own channels. And it'll most likely be people you wouldn't have access to any other way.
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