There’s a great deal of information available to churches and businesses about how to “inventory” and assess your social media program. Many of these inventories are quite good; done properly, they’re also time-consuming and best done with the assistance of someone who specializes in this world.
Should you go to that extent? Take the time to fully account for all your social media projects, assess their effectiveness, and analyze how you manage your channels?
Before undertaking a full inventory, SLC recommends you answer three simple questions.
Why It Matters: Social media is just that–social. If you are not following your parishoners, you are using social media channels as a one-way street. You can send out information that you find important, but you aren’t seeing information about your community that your members find important.
Why It Matters: Social media works best when you respond. Just like e-mail. If you aren’t monitoring and responding to the social media pages of those in your community, you are missing a critical opportunity to discover what people are saying about your community and learning what those in your community are learning and sharing with others.
Why It Matters: Think about real-time, face-to-face conversations. When you start talking with someone, you use your aural and visual senses to decide how the conversation will develop. If the person you’re speaking with is using sober tones and looking down, you aren’t likely to start talking about how wonderful everything is in your life. Instead, you listen and sympathize more. If someone is excited, you don’t burden them with a heavy question. The same is true of social media. Sending out material that no one responds to and never changing suggests to those who follow you that you’re tone deaf. Staying on top of people’s reaction is critical to your success.
So how’d you do?
If you answer positively to all three questions, you’re set for a full-blown social media inventory. Forge ahead!
Less than that, there are some more fundamental steps you need to take before investing in an inventory. Start with the questions you can’t answer affirmatively, try doing them for a couple months, and then re-evaluate your readiness for an inventory.
Martin Davis is founder of Sacred Language Communications and specializes in helping congregations and faith-based organizations leverage social media to strengthen their communities through improved mutual understanding and discussion. Contact him at mdavis@sacredlanguagecommunications, or call him at 540-498-5994.