Developing your congregation’s use of social media

Some simple directions – Do's and don'ts

Social media can be an effective and cost efficient way of communicating with your congregation and local community - if it’s done well. This guide helps those managing church accounts to plan content and follow best practice. It includes practical do’s and don’ts around communication, child protection, photography and more. You’ll also find stories from three PCI congregations sharing how they’ve used social media to strengthen their ministry.

Clarifying your vision: knowing what you are trying to do

DO’s

• Do think about your core message. Keep it consistent with the vision of your congregation.
• Do consider your audience. Are you speaking mainly to members or to those outside the church?
• Do actively engage with your local community and use appropriate and location hashtags on platforms like Instagram and Twitter.

DON’Ts

• Don’t post content that doesn’t reflect your congregation’s values.
• Don’t get drawn into debates on controversial topics.

Getting started: how to get going

DO’s

• Do appoint someone to act as your congregation’s social media coordinator who’s accountable to someone in leadership. Make sure there’s a clear process for getting permission to post and a second opinion when needed.
• Do make the most of people’s skills. Someone might be great at photography, video or writing blogs.
• Do follow the Safeguarding (Child Protection) guidelines, especially Section 8 on Technology and guidance on photo and video use.
• Do talk about your accounts at church. They grow best when people engage with and share your posts.

DON’Ts

• Don’t copy what other churches are doing. Understand your unique context.
• Don’t post for the sake of it. Think before you share, especially Scripture.
• Don’t over-post. For example, five posts a day can overwhelm your audience!
• Don’t post things that demand instant replies. Let people reflect and respond in their own time.

KEEP THE PAGE ACTIVE

If original content is hard to come by, share updates from PCI or one of your church’s mission partners.

Posting online: communicating with craft and care

DO’s

• Do use a consistent voice and tone.
• Do think carefully about what you post.
• Do follow the Safeguarding guidelines.
• Do talk about God, share Scripture and encouragement.
• Do plan around the church calendar e.g., Christmas or back-to-school messages.
• Do share PCI content where relevant.
• Do respond to messages in good time.

DON’Ts

• Don’t share personal opinions, represent your church, not yourself.
• Don’t share private or pastoral details.
• Don’t use church platforms to promote personal causes or businesses.
• Don’t send private messages from church accounts unless replying to an enquiry.

LEARN TO EDIT

Just because you’ve taken 100 photos doesn’t mean they all need posted. Less is often more.

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