The 4 Best Target Strategies for Getting the Most Out of Social Media

As consumers spend more time online, new types of behaviors are increasing, including connecting with friends, following brands, sharing contacts, all especially useful for a church strategy looking at outreach.

The 4 Best Target Strategies for Getting the Most Out of Social Media
Pay attention, ask congregants and community leaders which platforms, digital media types and applications ‘your’ people are most engaged in, and encourage this sharing behavior. This can translate to better community awareness, more interest in online offerings, as well as the range of traditional to newer interesting activities offered in all types of locations by your church.
The 4 Best Target Strategies for Getting the Most Out of Social Media
Pay attention, ask congregants and community leaders which platforms, digital media types and applications ‘your’ people are most engaged in, and encourage this sharing behavior. This can translate to better community awareness, more interest in online offerings, as well as the range of traditional to newer interesting activities offered in all types of locations by your church.

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It can be exhausting, year after year, to try to follow and implement new innovations in the social media realm, just to have your church’s social media campaigns return the most of every dollar spent.

The good news is that churches may have an advantage when looking to organically create peer-to-peer sharing and community building, as this is the nature of what we do.

This year is no different. This year, though, four techniques on the list stand out, and really might make a difference.

These techniques are more advanced and provide more than just awareness. They are becoming the driver of customer insight, and might just be the game changer for getting the most out of social media.

Up to now, social media effectiveness has been mainly determined by clicks, comments and conversations, despite being hard to capture and articulate. Application of these new techniques, combined with data traditionally captured and the understanding that we need to think beyond the dollar sign, is now producing a more reliable and better overall view of what the current marketing strategy focus should be, at any point in time.

Implementing these strategies can help uncover the scope and source for new opportunities such as advocacy, customer service, or retention. To not get overwhelmed, focus first on one platform or idea where you think you can create smaller successes first, then build on these successes.

Here are the four strategies:

1) A more targeted and personalized approach.

This can be achieved by determining where people within your church and community are in their life cycle, journey/stage or experience.

Create specific, more appealing, and interesting social media, and look for ways that your church brand can engage with audiences and people, through content matching the different stages of a worshipper’s experience.

Targeting each person or group in their part of the life cycle journey is proving to return better results, while allowing a longer, more effective strategy; one in which a better overall picture of your congregation comes to light.

On most platforms targeting to groups (one example as seen on Facebook groups are especially powerful with 100 million users) and building customer communities around content to engage with their brand, are where key opportunities are found and are especially powerful. Churches can do this as well. Other trends in personalizing media can now be experienced on Twitter and YouTube, with their video recommendations and preroll video.


More About Keri Rafter
Keri Rafter is the Technical Director for Floris United Methodist Church, where she focuses on innovative and outside-the-box thinking to engage the church to be a catalyst for change. Keri looks for trends and shifts in culture that provide opportunities that can be turned into potential membership growth. She coaches churches and other organizations to have patience through the risk taking process of innovating and to have a diverse and inclusive focus. She is also a television director, producer, and managing principal of MediaKraft, a Washington D.C. area creative media production company.
Get in Touch: krafter@florisumc.org    More by Keri Rafter

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