Facebook is by far the largest social media platform. It’s not growing as fast as it used to, however, users are highly engaged often checking their status 2-3 times a day. With the addition of Facebook Messenger and other apps, it’s increasingly being used for communication, going beyond its posting and commenting origins.
A recent study by the Pew Research Center concluded that Facebook is still the most prolific social media platform. Half of all seniors 65 and older use Facebook. 71% of Internet users have a Facebook profile. The largest percentage of them use it daily. Interestingly, Facebook users are using Facebook more not less.
Facebook Groups are a great way to communicate with specific groups of people. In the church I pastor, there are a number of small groups who communicate almost exclusively via Facebook groups. Often a moderator is the organizer of the group rather than the church itself. However, ministries should consider using groups. Example groups might be prayer groups, small group groups, interest groups, etc.
Facebook growth is stalled. Even though most Facebook users use it prolifically it has started to plateau in actual user growth. Young people are increasingly tentative to participate, in part because their parents and grandparents are there.
Also, Facebook will never deliver your content to all of your followers. Studies show that your content only reaches as little as 4% and as much as 40% of your audience. In order “to be seen” you need to post content regularly. Certain kinds of content get higher levels of engagement so rotating text, images, video and other kinds of content is essential.
Finally, you need to “pay to play” if you want your content to reach the largest number of people. Sometimes it’s well worth spending some money to get important content in front of people. The plus side of this is it’s relatively inexpensive, far less expensive than traditional media outlets like direct mail and newspapers.
Facebook is still the most prolific social media platform. Ministry is about ministering to people and in order to minister, you have to be where people are. Statistically speaking, 70% or more of your congregation is on Facebook daily or at least several times a week. The same thing is true for people in your community.
If you don’t have a Ministry/Church Facebook Page, launch one soon. Put some time and energy into mapping out an effective strategy for social media ministry. If you have a Ministry Page then redouble your efforts. Post often, engage your audience, encourage your following, advertise important information, and measure your work.
Consider starting a Social Media Ministry Team. It’s much easier to have an effective social media ministry when 3-5 people are working together to minister to your followers and target audience online.