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Social Media 
Best Practices, Tools and Tricks 
Marchae Grair 
Publishing, Identity & Communication 
`
Follow Us! 
United Church of Christ 
https://www.facebook.com/UnitedChurchofChrist 
@UnitedChurch 
https://twitter.com/unitedchurch 
Publishing, Identity & Communication
Publishing, Identity & Communication 
What not to do… 
#HasJustineLandedYet
Social Media Posts are Reactionary… 
Policies Are Not 
• Establish a universal email address. No personal email accounts should 
be the contact information for your church’s social media. 
• Establish a policy for staff changes. 
• Create a comments policy. 
• Decide how to handle negative feedback. 
Publishing, Identity & Communication
Clergy/Staff Policies 
• Personal Disclaimers 
(Opinions are my own.) 
• Don’t post anything obscene, 
harassing, or bigoted. 
• Differentiate between 
endorsements and conversation 
starters. 
• Set appropriate privacy settings for 
your level of engagement with 
church members. 
• Set rules for church leadership 
about “friending” the church 
community. 
Publishing, Identity & Communication
What habits create results? 
 Keep a current about page with keywords and phrases 
that will describe the “experience” of your church. 
 Balancing different types of posts. 
 Refrain from using trends in excess. (Like memes) 
 Breaking news, trends, and holidays MAKE social media. 
Use all three to your advantage. (And know what your 
audience is discussing to engage in the conversation.) 
Publishing, Identity & Communication
Publishing, Identity & Communication 
How to Write for Social Media 
 Shorten links. Remove links if possible. 
 Write conversationally. No acronyms, long 
sentences, or uncommon words. 
 Vary text posts by asking questions, giving 
interesting questions, and providing breaking 
news. 
 80/20 rule
Multimedia 
 Size your images correctly. 
 The cover photo should speak to your followers, through images or text. Use 
bold, large fonts and vivid, crisp images. 
 Avoid using images with a lot of words or details for your profile pictures. 
These images are too small for that amount of detail. 
 Change your cover photo 1-2 months so the page doesn’t remain stagnant. 
 Get release forms from the congregation, especially minors. 
 Pictures and videos generate more interactions. Publishing, Identity & Communication
What Social Media Do You Need? 
Social Media Explained: 
The Church Edition 
Publishing, Identity & Communication
Facebook Setup 
Publishing, Identity & Communication 
 All posts officially representing the church 
should come from a fan page. 
 The name should be the church’s name 
with no abbreviations. 
 Like other fan pages. (Best places to find 
shares) 
 Evaluate “competitors” on Facebook’s fan 
page dashboard. 
 Use third-party apps (like Woobox) to 
incorporate tabs featuring other apps or 
custom HTML.
Facebook Continued 
 Whenever possible, tag other fan pages in 
your updates. It will increase your post’s 
reach because of Facebook’s algorithm, 
Edgerank. 
 If you have a special post you want to 
remain at the top of your page, pin it. 
Twitter has the same feature. 
 Use Facebook events to promote church 
gatherings or events you will be sponsoring. 
 Facebook Ads: Finding the perfect target. 
Publishing, Identity & Communication
Pages to Watch 
Publishing, Identity & Communication
Twitter. Meet the # 
 No more than 1-2 hashtags per post. 
#This #is #distracting. 
 Use hashtags that are timeless. 
#Christian. #Pastor. 
 No hashtag statements. 
#GodisGoodForever. 
 Finding a relevant way to use a trending 
hashtag is always good. 
 Use special hashtags for events. Promote 
from planning process until event. #GS30 
Publishing, Identity & Communication
Publishing, Identity & Communication 
Twitter Continued 
 Twitter Lists. If you haven’t started them, start 
now! 
 Rewrite your tweets for more content. Twitter 
is such a fast-moving site that repeat content 
is not negative. 
 Encourage people to share your posts by 
starting tweets with “Retweet.” 
 Finding a relevant way to use a trending 
hashtag is always good. 
 Use special hashtags for events. Promote 
from planning process until event. 
#GS30 
 Never start a tweet with @.
Should I start a… 
+ - 
SEO Reach. 
Not as crowded as FB. 
Still isn’t mainstream. 
Amateur pics and 
videos are welcome. 
Requires many events 
or a lot of creativity. 
Sharing crafts/recipes. 
Selling merchandise. 
Difficult to find original 
content without blog. 
One of the most 
popular apps w/ 
teens. 
Disappearing videos 
creates ethical 
questions. 
Simple way to 
generate original 
work. 
Without regular 
content, it looks 
abandoned. 
Great reach potential. 
Good cross-over 
appeal. 
If you don’t have a 
video team or editor, 
too much to maintain. 
Publishing, Identity & Communication
What do I post and when? 
 Your church should run its social media using an 
editorial calendar. 
 A majority of your posts should be scheduled at least a 
day in advance, optimizing for peak social media 
traffic. Events and holiday media? Weeks in advance. 
 Analytics, analytics, analytics! What performs best and 
when? 
Publishing, Identity & Communication
Publishing, Identity & Communication 
Content Managers 
 Hootsuite 
 Sprout Social 
 Tweet Deck 
 Combine your social media accounts for quick monitoring. 
 Follow specific hashtags or trends in streams. 
 Post the same message to multiple accounts. 
 ANALYTICS!
Publishing, Identity & Communication 
Hootsuite Dashboard
Publishing, Identity & Communication 
Finding content, FAST 
 RSS Readers and Social Media Content Providers 
 Feedly, Flipboard, Stumbleupon, Reddit, Digg
Stay in the loop 
 SocialMediaExaminer.com 
 Hubspot.com/blog 
 SocialMediaToday.com 
 Mashable.com 
 PostPlanner.com/blog 
Publishing, Identity & Communication
How to build your followers 
 Patience. 
 Involve existing members, who will be inclined to share. 
 Don’t invest in ads without having content to bring 
people back. 
 Don’t be spammy. Would you read a newspaper with all 
ads? 
 Interact with other pages as often as possible. 
 USE SOCIAL MEDIA DURING WORSHIP. 
Publishing, Identity & Communication

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Social Media Tips for Churches, Pastors, and Lay Leaders

  • 1. Social Media Best Practices, Tools and Tricks Marchae Grair Publishing, Identity & Communication `
  • 2. Follow Us! United Church of Christ https://www.facebook.com/UnitedChurchofChrist @UnitedChurch https://twitter.com/unitedchurch Publishing, Identity & Communication
  • 3. Publishing, Identity & Communication What not to do… #HasJustineLandedYet
  • 4. Social Media Posts are Reactionary… Policies Are Not • Establish a universal email address. No personal email accounts should be the contact information for your church’s social media. • Establish a policy for staff changes. • Create a comments policy. • Decide how to handle negative feedback. Publishing, Identity & Communication
  • 5. Clergy/Staff Policies • Personal Disclaimers (Opinions are my own.) • Don’t post anything obscene, harassing, or bigoted. • Differentiate between endorsements and conversation starters. • Set appropriate privacy settings for your level of engagement with church members. • Set rules for church leadership about “friending” the church community. Publishing, Identity & Communication
  • 6. What habits create results?  Keep a current about page with keywords and phrases that will describe the “experience” of your church.  Balancing different types of posts.  Refrain from using trends in excess. (Like memes)  Breaking news, trends, and holidays MAKE social media. Use all three to your advantage. (And know what your audience is discussing to engage in the conversation.) Publishing, Identity & Communication
  • 7. Publishing, Identity & Communication How to Write for Social Media  Shorten links. Remove links if possible.  Write conversationally. No acronyms, long sentences, or uncommon words.  Vary text posts by asking questions, giving interesting questions, and providing breaking news.  80/20 rule
  • 8. Multimedia  Size your images correctly.  The cover photo should speak to your followers, through images or text. Use bold, large fonts and vivid, crisp images.  Avoid using images with a lot of words or details for your profile pictures. These images are too small for that amount of detail.  Change your cover photo 1-2 months so the page doesn’t remain stagnant.  Get release forms from the congregation, especially minors.  Pictures and videos generate more interactions. Publishing, Identity & Communication
  • 9. What Social Media Do You Need? Social Media Explained: The Church Edition Publishing, Identity & Communication
  • 10. Facebook Setup Publishing, Identity & Communication  All posts officially representing the church should come from a fan page.  The name should be the church’s name with no abbreviations.  Like other fan pages. (Best places to find shares)  Evaluate “competitors” on Facebook’s fan page dashboard.  Use third-party apps (like Woobox) to incorporate tabs featuring other apps or custom HTML.
  • 11. Facebook Continued  Whenever possible, tag other fan pages in your updates. It will increase your post’s reach because of Facebook’s algorithm, Edgerank.  If you have a special post you want to remain at the top of your page, pin it. Twitter has the same feature.  Use Facebook events to promote church gatherings or events you will be sponsoring.  Facebook Ads: Finding the perfect target. Publishing, Identity & Communication
  • 12. Pages to Watch Publishing, Identity & Communication
  • 13. Twitter. Meet the #  No more than 1-2 hashtags per post. #This #is #distracting.  Use hashtags that are timeless. #Christian. #Pastor.  No hashtag statements. #GodisGoodForever.  Finding a relevant way to use a trending hashtag is always good.  Use special hashtags for events. Promote from planning process until event. #GS30 Publishing, Identity & Communication
  • 14. Publishing, Identity & Communication Twitter Continued  Twitter Lists. If you haven’t started them, start now!  Rewrite your tweets for more content. Twitter is such a fast-moving site that repeat content is not negative.  Encourage people to share your posts by starting tweets with “Retweet.”  Finding a relevant way to use a trending hashtag is always good.  Use special hashtags for events. Promote from planning process until event. #GS30  Never start a tweet with @.
  • 15. Should I start a… + - SEO Reach. Not as crowded as FB. Still isn’t mainstream. Amateur pics and videos are welcome. Requires many events or a lot of creativity. Sharing crafts/recipes. Selling merchandise. Difficult to find original content without blog. One of the most popular apps w/ teens. Disappearing videos creates ethical questions. Simple way to generate original work. Without regular content, it looks abandoned. Great reach potential. Good cross-over appeal. If you don’t have a video team or editor, too much to maintain. Publishing, Identity & Communication
  • 16. What do I post and when?  Your church should run its social media using an editorial calendar.  A majority of your posts should be scheduled at least a day in advance, optimizing for peak social media traffic. Events and holiday media? Weeks in advance.  Analytics, analytics, analytics! What performs best and when? Publishing, Identity & Communication
  • 17. Publishing, Identity & Communication Content Managers  Hootsuite  Sprout Social  Tweet Deck  Combine your social media accounts for quick monitoring.  Follow specific hashtags or trends in streams.  Post the same message to multiple accounts.  ANALYTICS!
  • 18. Publishing, Identity & Communication Hootsuite Dashboard
  • 19. Publishing, Identity & Communication Finding content, FAST  RSS Readers and Social Media Content Providers  Feedly, Flipboard, Stumbleupon, Reddit, Digg
  • 20. Stay in the loop  SocialMediaExaminer.com  Hubspot.com/blog  SocialMediaToday.com  Mashable.com  PostPlanner.com/blog Publishing, Identity & Communication
  • 21. How to build your followers  Patience.  Involve existing members, who will be inclined to share.  Don’t invest in ads without having content to bring people back.  Don’t be spammy. Would you read a newspaper with all ads?  Interact with other pages as often as possible.  USE SOCIAL MEDIA DURING WORSHIP. Publishing, Identity & Communication