Strategies for Your Church’s Social Media Content
Each network has unique characteristics. One is post lifespans. The lifespan of a post, or how long it is visible to your followers, is somewhat dependent on the size of a person’s network.
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Tactics to Start Today
Best practices for posting change rapidly, because the networks are constantly tweaking their algorithms and what definitions of success. As of today, here’s what I recommend:
1) Types of posts
Here are types of content to consider posting:
• Original blog and website posts - your own material, housed on your church site or blog
• Other sources, with commentary - links to other pastors and Christian thought leaders
• Original text-based thought and ideas - quick hit scriptures, comments and ideas
• Original photos and videos - images of your ministries
2) Types of content
• Sermon snippets, in text or video
• How-to tactics, such as “3 tools for improving your spiritual life this coming year”
• Broader strategic ideas, such as “Why your theology of money may be all wrong”
• Ads and ministry-related posts
• “Live” streams, such as Facebook Live
• A small percentage of anecdotes and personal items that keep you human
3) Post times and frequency
Each network has unique characteristics. One is post lifespans. The lifespan of a post, or how long it is visible to your followers, is somewhat dependent on the size of a person’s network, but is also dependent on the algorithms and rules that govern how long posts remain visible.
People are always trying to name the best time of day to publish a post. It varies, and opinions vary.
Because of the short nature of tweets, they don’t last long at all. The average lifespan of a tweet is about 30 minutes. (Some say 15 minutes, some say an hour; again, it depends on the typical size of the following of the people with whom you engage.)
The average lifespan of a Facebook post is 6-8 hours. This means on average, you can post 1-3 times a day and not worry about over-posting or harassing your networks. If you have a post that is “viral,” or gets shared a lot, you may want to give it 24-36 hours before posting again. I typically post two times a day.
The average lifespan of an Instagram post is 24 hours. If you post more than one a day you may harass your followership.
LinkedIn posts last the longest of any of the networks, at 2-3 days.
These differences dictate the kind of content to post to each. Twitter works best for quick hit, draft and unfiltered ideas; Instagram for ideas that can be expressed with a precise image; Facebook for medium form ideas, and LinkedIn for more polished and complete ideas.
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