I wanted to briefly share an exchange I saw this morning with my local church supporting a new family to the church. This successful exchange demonstrates just 1 way you can use Facebook to better support and connect your online audience. Because this exchange is made public (on their Facebook page) the church is also demonstrating that their page is not only active but also a resource for those that would like to take advantage of it.
Please see below the Facebook conversation for additional thoughts and take-aways.
The first item to note here is the immediacy of the church’s response to this mom. Within 1 hour both the church AND the Student Ministries Pastor had responded to the question. The second item to note is the type of responses given. First, the church posts a link to high-level information about the ministry. When the response is asking for a more personal connection the Student Ministries Pastor get’s involved with a more personal response followed by a direct contact for next steps.
The church then recognizes that this new family might also appreciate one of the most commonly-accessed pages on their website – Times & Directions, and posts a link to that as well.
And to further follow up, another staff member goes one-step further and makes the church proactive in reaching out on a personal level with the new family via phone call.
This is a fantastic example of how the church can use social media effectively. In total, 3 church staff are involved within 9 hours of the original post. There is very little effort required by any 1 individual, but, a connection is made and the right information is given to make a next step. The church shows their interest in connecting the person with the right staff member as well as caring for personal needs.
This church has 7 Facebook admins which are able to equally represent the voice & authority of the church. This also allows some flexibility in who responds and when.
It’s the simple things that go a long way. You don’t need a robust social media strategy or a long list of conditional guidelines. You need to know how to interact with people and how to connect them to the information that helps them take the next step.