If you’re a social media junkie who’s in charge of your church’s Facebook page, then you might have noticed a bit of buzz in recent weeks about algorithms and something called “organic reach” on Facebook. Maybe you’ve noticed fewer “likes” on your posts, too? What’s going on is that Facebook has updated the formula they use to show your posts to people. What it boils down to is that organizations that pay to “boost” their posts, or take out ads, are getting more traffic. Meanwhile, those of us with no social media marketing budgets are suffering when it comes to page engagement. [Disclaimer: This is a super-simplified explanation of the situation!]
But this isn’t necessarily reason to be discouraged when it comes to Facebook! There are steps we can take to improve Facebook interaction – and we don’t have to be a social media professional to implement them.
You can find out a LOT more on the subject in these uber-helpful links:
- “How Your Church Can Adapt to the New Facebook Algorithm,” from Key Resources (VTS Center for Ministry of Teaching)
This article breaks down Facebook’s algorithm, and offers some really practical steps on strategy, from a church perspective.
- “The Complete Guide to Growing Your Organic Facebook Reach,” from Buffer
This article has a helpful explanation of the concept of organic reach, and offers practical tips – from a business standpoint – on how to improve engagement.
- Church Marketing Podcast, from Church Marketing Sucks
The focus of this podcast is on paid Facebook ads.
Most of us are not going to be able to dedicate a huge amount of time to studying social media analytics and testing different strategies. Instead, we offer a few guiding principles to keep in mind.
- It’s all about quality content. Continue to post interesting photos, engaging questions and the other content that your congregation needs and wants.
- Encourage your parishioners to get involved. Consider appointing several “social media ambassadors” who proactively seek out your posts to like and share them.
- Keep up your frequency. Consider posting to Facebook at least once a day – and don’t forget that you can schedule your posts for weekends, too.
Have you had any problems with your Facebook posts reaching your intended audience?