With all of the uncertainty that recent events have brought on, it is important now more than ever to recognize the effectiveness of Social Media as more than just a novelty. In this unprecedented time, we are being asked to utilize social distancing in order to do our part to slow the spread of the COVID-19 virus. However, this means individuals, businesses, and other entities now have to determine how to continue sharing their mission and services with their audience from a distance. Businesses are forced to get creative with their marketing efforts and this may not come naturally or comfortably.
Along with other businesses, Churches must abide by the stipulations set forth by local, state, and federal government when it comes to safety measures related to the growing Coronavirus pandemic. This has forced churches to reevaluate and further utilize social platforms in order to stream services, share resources, and continue weekly classes/studies. According to ProChurchTools, the importance of utilizing social media is proven in that 46% of churches said that social media is their most effective form of outreach. This is truer still given the unprecedented circumstances of the global health crisis, as churches are forced to shut down and limit the size of their gatherings.
With social media being so vital in this time period, it only seems important to have someone who is knowledgeable and skilled when it comes to social media management. Planning, developing, and executing content for social media is no small task and requires specific attention that not everyone has the time or tools to implement. According to ProChurchTools, 56.74% of churches claimed that social media responsibilities usually fell to a techy staff member; while this makes sense, “techy” people are not always the best suited for the job! Just because an individual understands technology does not mean they are aware of the nuance involved with social media management. Rather than choosing the “techy” individual, churches should reach out for training and resources for the management of their social media platforms.
In addition to managing social media, the utilization of a website is also critical when trying to diversify marketing efforts. Churches who offer online tithing have seen a 32% increase in giving (ReachRightStudios). This is especially huge since current events prevent church-goers from simply dropping a $20 or a personal check in the offering plate right now. Finances are a fundamental need for churches to continue to operate even though services are being held remotely. While most website traffic comes from individuals searching for information related to hours of operation and programs, ReachRightStudios reports that 26% of visitors are streaming video and another 26% are streaming audio. Grey Matter Research states 17 million Americans who don’t regularly attend church have visited a church website, further solidifying the idea that social platforms and websites are pivotal for Churches in their attempt to grow their audience and develop more members.
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