Perhaps the best line ever voiced about social media was never said of social media at all. It’s spoken by the no-nonsense Captain in the classic 1967 film, Cool Hand Luke.
There’s a grand failure to communicate when it comes to social media, because the vast majority of users in the church–and elsewhere–continue to think of social media tools as a way to market themselves to the world.
A Frontline piece last week will forever change your opinion about this.
Inverting the Funnel
Generation Like explores the inversion of marketing that social media has wrought. (If that sentence turns your theological ears on end, hang with me. It all comes back to you and your church.)
For as long as there’s been marketing, it’s been driven by the “funnel.” You caste as wide a net as possible, then filter prospective clients from non-prospective clients via a series for sieves, until you have people most likely to interact with you.
Sound familiar? Canvassing, encouraging people to invite friends to church, community events, pancake breakfasts, mailing flyers. These are all examples of the classic marketing funnel.
Turn It Upside Down
Social media has turned this model upside down. No longer are you the marketer, but your clients become your marketers. To simplify greatly what the documentary describes, a clothing store’s best bet for selling is not the splashy ad in the New York Times, but the teenage girl who sings the praises of her new jeans to her 20,000 Facebook fans.
“But wait,” you say, “that’s no different from wearing branded clothing.” True, except it’s more complicated.
With branded clothing, you’ve convinced people to shell out large dollars for a product that improves their image with their friends.
With social media, big organizations are trying to convince individuals with the largest followings to pay attention to you.
In short, now, PepsiCo fears Tyler Oakley (watch the documentary).
Bringing It Back Round to Church
So how does this apply to the church?
Hands down, the greatest concern of congregations is bringing young people and their families into the church. And everything, it seems, has failed–consistently, for 30 years.
Churches blame increasing secularization, travel sports, and a range of other issues for their failure to bring the young in.
Complaining about things you can’t control, however, will never advance your work. Worrying about the things you can control can make things better.
And your outreach (let’s call it what it is–marketing) to the young is something that you can definitely control.
Begin with the young people and families in your church who carry iPhones and tablets, and work with them to create content that they can place in the body of their photos and videos. Engage them in the process, and allow them to be your marketers extraordinaire.
Just One More Thing …
Be sure to watch ALL of the documentary. This marketing does not happen by accident. It is carefully orchestrated.
Every detail, every connection, everything.
“Viral” doesn’t happen magically.
With some love and attention, however, you may come to appreciate better how to find the solution to your communication failures.