Maybe Social Media Ministry isn’t right for you. There are plenty of good reasons to avoid it.
Religion is a mystery. Let’s keep it that way!
Let people form their opinions about our religion from the popular media. They do a pretty good job!
Social media allows for too much interaction between clergy and laity. It’s best to maintain boundaries.
We do not want to be known by our works. It’s a theological thing.
Why monitor our image? We have a great reputation. No one could possibly have a beef with us.
What if people who don’t know anything about us take cheap shots online? So what! Everybody knows the truth. No one will pay any attention to them.
We want the people who join our church to know as little as possible when they join. That way we can tell them what’s what! We don’t want their ideas to mess up something good.
Our congregation is a close-knit family. We are busy helping each other and don’t have time for other people’s problems.
Pen and ink were good enough for St. Paul. No need to make any changes there.
We think it is a bad idea to reach more people with the message of God’s love. What’s in it for us?
If we start writing with other people in mind, they may get the idea that we care more than we really do.
We can’t afford to serve any more people than we already serve. It’s just not in the budget!
Who has time for this Social Media nonsense? Our current members keep us plenty busy as it is.
A Call to Action helps your reader take the next step.
As you get comfortable with blogging you will want to start creating more interactivity with your readers. If you want interaction, you’ll have to ask for it. That’s where the Call to Action comes in.
Calls to Action are so important to the business world that they have their own acronym (CTAs).
You see them every day in advertising: “Call 1-800 . .,” “Send $24.95 to . . . .”
Typically, advertisers try to create a sense of urgency — a reason for people to take action NOW! They know that people need incentive to get off their backsides and do something. And so you see the warnings! “Act now. Offer ends July 4.” “Supply is limited.”
This is not new thinking to Christians. Our whole faith is built on Calls to Action: “Follow me,” “Come and see,” “Do Unto Others . . . ,” “Love one another.” The challenge to the modern church is to translate biblical Calls to Action to reach modern Christians or seekers.
How do you create Calls to Action on your web site or blog?
Again, you see CTAs on web sites every day. “Click here,” “Download,” “Submit,” or “Enter.”
Churches can use the same tools. The goal is engagement with others and growth in Christian community.
Pace yourself as you build your community’s engagement and trust.
Your CTAs should be stepping stones to involvement in your community. Help people move from the anonymity of cyberspace to “what’s in it for me?” participation to “how can I help?” commitment. In other words, watch your interactions with your readers grow from anonymous participation to sharing an email, to providing a name and eventually a physical presence.
Here’s a plan described in tiers or levels of engagement:
Your first-tier or introductory Call to Action might simply be to pose a question at the end of your blog article.
“What do you think?”
“Can you recommend a resource?”
“Share your experience.”
“Do you know anyone who can benefit from this idea?”
At this level of engagement, your only goal is to get people thinking about their involvement.
A second-tier Call to Action might be to provide a way for people to answer those questions on line with a comment box. Another possibility is to engage readers in a simple poll. Blogging software makes this easy. Limit your poll to one question and suggest just a few possible answers. It allows your readers to test the water. There is no risk. They are not sharing any personal information with you. Keep it fun. Everyone wants to know how their ideas stack up to others. Report the results of the poll in an entertaining way.
A third-tier Call to Action might be to offer something for download. 2×2 offers the Editorial Calendar for example. You can have this information offered freely (as 2×2 does) or you can ask for information when they download and begin to create an opt-in email relationship.
A fourth-tier Call to Action might be to interest readers in some action that requires a bit more initiative from your readers. Tele-evangelists, for example, often ask for prayer requests.
Sign up for our Walk for Hunger.
Volunteer to work in the Food Pantry or Thrift Shop.
Join our Prayer Chain.
Join our youth on their Mission Trip to New Orleans.
Attend our workshop on Autism.
A fifth-tier Call to Action asks for information and offers something of value in return for the information (an incentive). Do not ask for more information than you need. An email address may be enough. A physical address might be desirable. Keep in mind that the less information you require, the more comfortable it is for readers to participate and the higher the response. If all you need is a name and email address — that’s all you should ask for.
RSVP for Our Community Thanksgiving Dinner by November 1 and receive a beautiful Advent Calendar. (Blogging software will allow you to create the form.)
Sign up for Hunger Walk by October 15 and receive a free T-Shirt at the starting line.
We’ll explore the nuts and bolts of how to create and use CTAs in a future post.
Today’s Alban Institute Weekly Forum builds on the re-release of the books written in the 1990s by its founder and president emeritus, Dr. Loren Mead. The Once and Future Church (1991), Transforming Congregations for the Future (1994), and Five Challenges for the Once and Future Church (1996) tackle the very issues our sponsoring congregation, Redeemer Lutheran Church, has been facing since 1998.
None of our members was a scholar of his work at this time. We were just lay members working at what we believed was our mission. As we review the five challenges Mead poses for the church, we find remarkable similarities to the direction our congregation took — without leadership pointing the way but with dedicated lay people grappling, uncompensated and unrecognized, with issues as big as worldwide church.
Our discipleship has not been without cost. We have suffered both as community and as individuals. Most of the time we found ourselves very much alone. The church as a whole was struggling, its denominational leadership was struggling, its individual congregations — large and small — were counting every penny. Our small church was deemed insignificant.
Mead writes:
For now, here are the five challenges I see we have ahead of us:
To transfer the ownership of the church.
To discover new structures for the church.
To discover a passionate spirituality.
To make the church a new community and source of community.
To become an apostolic people.
Redeemer deals with each of these issues:
We insist that the ownership of our community rests in the congregation. Our constitution and church polity agree with our position. But this has been of no protection. When assets are coveted, governing documents are quickly rewritten in the minds of church leadership. Clergy serving us disappeared with little or no notice or explanation. We were eventually evicted from our property. This was intended to be a final blow. Our denomination even predicted publicly that within six months, our congregational identity would die. 26 months later our congregation still meets weekly and has found new ways to serve which do not rely on property or professional leaders.
Left without a building to support, we began creating a new congregational structure which reached out to other congregations, denominations and the spiritually minded with no church affiliation. How fortunate that the world was never more prepared for this type of outreach!
We discovered within ourselves a spirituality we didn’t know we had when we were passive pew-sitters, receptors of our clergy’s sense of spirituality. A foundation was quickly laid for the development of dormant leadership skills.
We embraced outreach tools that the church as a whole has been very slow to use to anywhere near full potential. Within months we found that our community potential was worldwide.
We work now to create an apostolic presence using modern tools.
Mead goes on to write:
“We need to recognize that a classic conflict of interest is at work here. Clergy-dominated institutions make many decisions in which clergy have a direct stake: salaries and job security, for example—sometimes involving prestige and preference. In our society we generally feel that institutions that nurture “conflict of interest” frequently make bad policy—policy that supports the welfare of those with the conflict of interest not the welfare of the entire institution.”
Mead calls for more dialog between clergy and laity. He cautions that dialog must be entered into with equal respect among participants. This, Redeemer has found, has been impossible. The conflict we have faced has been fought for four years with virtually no dialog and no foundation for mutual respect. Power, not mission, was central to the conflict from the outset.
Mead’s books were rightfully acclaimed when they were published. As they are re-released in a single volume for a new generation of church leaders, we can only ponder why his respected advice has been so strongly resisted by the readers who once found his thinking so ground-breaking.
We hope for a new generation who can not only applaud his wisdom but also apply it!
2×2 is polishing the crystal ball. Looking into the future, we see the small urban church as having the best potential to implement multicultural ministry.
Here are the reasons why:
Location, location, location
Small churches sit in the middle of changing neighborhoods. If multicultural ministry is the goal, the church needs to be where the cultures are!
Heritage
Small churches remain close to their heritage which often had their roots in immigrant ministry. Suburban churches are likely to have had a later historic start and missed that experience.
Size
Smaller groups of people make it easier for newcomers to become involved in influential ways more quickly. They will not be lost in a crowd.
Ability to Adapt
Small groups can change more easily and quickly with the right leadership. There are fewer minds to change. Leaders are easy to identify and motivate.
Personal Touch
Guests stand out in a small church. Visitors readily greet them. This has been very pronounced in our Ambassador visits. Smaller churches meet and greet — before church, sometimes during church, and after church. Medium-sized churches often assume somebody else knows you and may say hello. Larger churches have an invitation to sign the guest book printed in the bulletin.
Small Churches Have the Best Shot of Leading the Way — Except
Many small urban churches are targeted for closure.
Their ministries have often been neglected with minimal professional leadership provided. Leaders are often assigned as “caretakers,” waiting for congregations to get discouraged and close. While they are providing “palliative care” the neighborhoods around them are changing with no outreach efforts attempted.
Interim ministries (the new normal) slow the process of change. While congregations are in a year or more of evaluation/assessment limbo, neighborhoods keep changing. When the congregation finally calls a pastor, they are starting over once again with probably another year before outreach can be attempted. That’s two years of a congregation’s history and resources spent focusing on relationship with a pastor — not outreach. With an average length of pastorate being just a few years, that’s a high percentage of a congregation’s time and resources focused on self.
Often, resources are depleted during years of maintaining a status quo and doing NO outreach. People are afraid to spend money, attempting to preserve assets for their current ministry as long as possible.
Assets of small neighborhood churches are sometimes eyed by the denomination.
Attitudes toward small churches, fostered by hierarchy, make them unpopular places for clergy to seek calls. What energetic pastors want to hold the hands of a congregation that has been labeled caretaker ministries with closure in the near future?
If denominations want to advance multicultural ministry, they must take a fresh look at the neighborhoods where multicultural ministry is most needed and find ways to make ministry possible.
The first challenge to the Church is to reverse the negative attitudes towards small churches as not worth the attention of church leaders. These attitudes squander the resources available for multicultural ministry.
This type of ministry requires special training. Seminaries must stress evangelism skills. The current scenario many small churches face is pastors who charge the laity to do this outreach. The laity have even less training than pastors! This is not working!
New ideas for teaming ministry talent (both lay and clergy), church agencies and resources must be explored.
Failure to address these conditions over the course of many years has created distrust between congregations and regional bodies. Reports from church consultants and online polls are consistently close in numbers. According to them, two thirds of church members have lost confidence in their denominational leaders with an additional 10% or more not sure. This should set off the sirens among leadership circles, but they have been slow to recognize the problems.
The success of your Multicultural Ministry begins with preparing your people. You are entering uncharted waters and your people want to know what lies ahead.
People need time to adjust to new ministry initiatives. Expect apprehension.
Recognize that faith is not constant. It is likely that you have members that are in various stages of their individual faith journeys. Faith wavers with age and circumstance. Faith is precious and needs to be nurtured and protected.
Youngest children have the strongest faith. They rely on everyone else for survival.
Some are confident of their value to the church. They are healthy and prosperous enough that they know their position in the “society” of church is secure.
Others may still feel like newcomers and be unsure of their ability to contribute to the ministry. They are weighing what their investment should be in a new direction. They haven’t quite grasped the old direction!
Others may feel threatened. Once they were strong leaders in the church but are beginning to step back. Your congregation’s new direction may have them wondering if there will still be a church they recognize when they most need comfort and support.
Change must be implemented in ways that are not threatening and which can be sustained. Unless you want your congregation to become a revolving door of new members — attracted by a fleeting special initiative and gone with the next new initiative — you must prepare your congregation.
Here are important steps to take as you begin your outreach.
Make sure your pastor is comfortable with the outreach initiative. Ask what help or additional training he or she may need. There are few pastors trained in multicultural ministry. It is as new to them as it is to many lay people.
Work with your governing board long before you take plans to the congregation. You need their full support.
Involve as many as possible in creating a plan. When people are part of change they have less to fear.
Get support staff on board. Your church musicians may have to learn some new music. Your visiting team may need coaching.
Remind members of scriptures that charge us to minister to all the world. Hold a special Bible Study. If people won’t come to a Bible Study, build the elements of the Bible Study into worship and other areas of church life.
Address fears and concerns. Make sure that your current members know that their spiritual needs are still important.
Educate. As you develop your plans and decide what groups in your community you hope to serve, help your members learn about the cultures you will encounter. Invite someone to speak. Recommend books. Point members to helpful web sites. Learn music from other cultures. Have a congregational dinner featuring food from the culture. Take whatever time you need to prepare your current members for change. (The children’s sermon is a good tool for change. Everyone is listening while you talk to the children! Teach the children and you will teach the adults.)
Do not abandon your current culture. Make sure favorite hymns and observances remain prominent in the life of your congregation. Add new things. Don’t replace old things. As stated before, you will know when to mothball the old. No need to force it.
Make it fun. If a foreign language is involved, teach a new phrase a week. You can make this part of your Facebook and Twitter initiatives.
Answer questions immediately.Address negative comments immediately. Failure to do this can scuttle your mission project and allow discontent to spread. If you use Social Media, monitor it and respond to both positive and negative comments. Supporters will be encouraged. Those with doubts will know they are being heard.
Make friends with leaders in the culture you hope to serve. Invite them to participate in a project, so that members make friends a few at a time.
Use inclusive language at all times. Remember as you use Social Media that everybody can take part — your existing congregation and the people you want to reach. It will benefit your mission if you keep your multicultural outreach from becoming “us and them.”
2×2’s sponsoring church, Redeemer Lutheran Church, has broad experience in multicultural ministry. As we start a new series of posts, we’d like to share our experience. We doubt it is typical or even if there is any typical methodology to multicultural ministry.
(We invite you to share your experiences. This is a fairly new emphasis within many church bodies. We can probably learn more from each other than from books!)
Multicultural Mission Outreach changed our church enormously for the better. It enriched our worship, our sense of mission, our fellowship, our stewardship, our spiritual life and our individual lives.
We did, however, encounter difficulties we never anticipated and which were severe.
We discovered that the greater church does not understand Multicultural Ministry. Its view seems to be “same old church/different people.” While leaders have identified this as a worthy goal (even a necessity), it does not appear to have a plan to achieve the goal or leadership with training to help implement it. In our experience, lay leadership was pivotal to laying the groundwork.
We encountered something very different, exciting and refreshing!
A Little About Redeemer
Redeemer is a small congregation in a well-established Philadelphia neighborhood. East Falls is home to rich and poor. Up until about a decade ago, it was flanked on either end by government high-rise housing projects. These have been destroyed. New single family subsidized housing has been built where they once stood. The presence of the “projects” in our neighborhood influenced attitudes toward different cultures for many years.
An outsider passing through would see tree-lined streets with well-kept homes. Some of them are sizable estates. Most are modest rowhouses. There are upscale apartments at opposite ends of town.
Redeemer sits at the economic and cultural crossroads of our community. Across the street is the public library and a K-8 public school. Down the hill is old factory worker housing. Behind Redeemer are middle class rowhomes. Above and across the street are the homes of many of Philadelphia’s movers and shakers, including a former U.S. Senator and Pennsylvania’s former governor.
East Falls is a university neighborhood. Philadelphia University, Drexel and Eastern Universities have campuses within our borders. Temple and LaSalle are also nearby. The local public school has struggled with academic achievement. Quaker and Catholic Schools are neighborhood options. Educational opportunities bring many newcomers to our town.
The buildings are of manageable size. A practical church layout, reflects the practical working class people who built it. In addition to a sanctuary/fellowship hall, our members built a seven-room educational building which proved to be an enormous asset to the congregation even after the loss of members following the turbulent 60s.
Redeemer was in a prime position to become a multicultural church, but it didn’t happen overnight.
A decade of poor leadership in the late 80s and 90s, left the congregation divided. We received little help from our regional body as they were having financial problems and any congregational problem was likely to be seen as opportunity to close a church for its assets. We struggled with our denomination for two years in the late 90s.
Eventually, our lay leaders identified a retired pastor who agreed to help. He came into a congregation that no longer trusted pastors. He spent three years with us, slowly restoring our congregation’s confidence with a weekly message of love. He invited many and a good number joined. He laid the groundwork for acceptance as our new members represented many parts of the world.
One family from Tanzania, began inviting their extended family and friends. Over a period of ten years, we developed a small East African community within our congregation.
In 2006, our congregation decided to concentrate our evangelism efforts on growing this segment of our congregation. We asked our part-time pastor to help us find leadership who could relate to Swahili-speaking East Africans. We talked about this for months. The regular report at council meetings: “There is no one.”
When this pastor resigned suddenly, our members within weeks identified two rostered Lutheran pastors from Tanzania. We started working with them.
Our members put every effort behind this outreach. We began by hosting a separate worship service entirely in Swahili. English-speaking members helped with music, putting together a worship bulletin, hosting fellowship and helping with child care. Leadership discussed that attendance at the English service might have to suffer while people, who normally supported it, helped with the Swahili Outreach.
Within a few months 49 members joined through this effort. At the suggestion of our Swahili-speaking members, we united our worship.
We were not prepared for the reaction of our regional body.
Headlines are the most important part of your post. They are the first thing your reader sees. Lackluster headlines will have readers moving on.
People who depend on headlines to improve sales study their effectiveness in the most minute detail. We know that most church workers do not want a degree in headline science. Nevertheless, we can learn from the people who make their living figuring out what works best.
We’ll condense their advice. If you want to know more, go to the experts. Here’s one.
Your major goals are to:
Pique interest
Inform readers
Help your readers solve a problem
Entertain! No one wants to be bored!
We’ve already covered that headlines should contain key words so that search engines find them. Arranging those words is the next challenge.
Some authorities recommend writing your headline first to help you focus your post. Others say write your headline last to be sure it truly reflects your message. Try both! Write a headline to help you focus and then revisit your headline before you post. Make sure you’ve kept the promise you made to your readers.
Headlines should address the question “What does this blog have to offer the reader?”
Let’s say you are planning to write a post to offer ideas on a common problem for many churches — post-holiday drop in attendance. Let’s figure the key words are some combination of “Church Attendance” and perhaps “Holiday” or “Post-Holiday.” If you are publishing at “Christmas” or “Easter” those words might figure as well.
Here are nine approaches to consider:
PROMISE A SOLUTION (HOW TO)
Does your post solve a problem? Use the words “How to” in the headline. How to Improve Post-holiday Church Attendance
NUMBERS Will your post give simple, practical advice? Use numbers. The people who study headlines can prove it boosts readership. They’ve even figured out that the number 7 works best! 7 Ways Your ChurchCan Boost Post-holiday Church Attendance
UNIVERSAL APPEAL
Certain Words Appeal to Readers. (easy, quick, free, more, better, new, grow, improved, guaranteed, fresh, you and your) 7 Easy Ways to Improve Your Post-holiday Church Attendance Quickly
QUESTIONS
Questions can make good headlines. Does Post-Christmas Church Attendance Give You the Blues? or Church Attendance Down? Where Did All the People Go?
TESTIMONIAL Will your article include real examples? How Grace Church Brought Members Back after the Holidays
AUTHORITY
Will your article quote an expert? Say so. Archbishop Smith Recommends 5 Ways You Can Improve Church Attendance Year-Round
URGENCY
Your headline can take an authoritative tone. Failure to Boost Church Attendance Year-Round Challenges Mission Budgets
EXPLORE THE PROBLEM
Help your readers understand why they share a problem. 7 Reasons Why Church Attendance Plummets after Christmas
BE CLEVER!
Headlines can be a place to have fun! Play on words. Use current hot buttons or old writer tricks like puns or alliteration. Shift the key words to the opening paragraph or perhaps a subhead before the opening paragraph. Done with Church ’til Easter? Santa’s Making a List! or Here’s the Church. Here’s the Steeple. Where Are the People?
As you look at the differences in headlines for the same proposed story, you will notice that the tone of the headline will influence the angle of your story. Remember: Write the headline. Write the story. Revisit the headline to make sure the story keeps the promise made to the reader in your opening words — your headline.
That’s the end of our short primer. Just one more bit of advice:
Have you noticed that the business world has adopted words commonly used in the religious world? Companies once hired spokespeople. Now the job title is “evangelist” (for example, Guy Kawasaki, former evangelist for Apple).
The business world also talks about a successful sale as a “conversion.”
Church evangelists can learn a great deal from modern marketing. Marketing and evangelism share many of the same goals. They can also share the same strategies.
The hottest trend in marketing goes by several names: Inbound Marketing, Relationship Marketing and Content Marketing are just a few. These three emphases fit beautifully into any church’s evangelism program.
INBOUND MARKETING
In a nutshell, Inbound Marketers make lots of helpful information available to everyone for FREE, using blogs and websites, coupled with Facebook, Twitter and LinkedIn networking tools. While sharing their expertise, they gain authority. When people are ready to buy, they think of the people who were so helpful to them on the web. This marketing technique is tailor-made for Church Evangelists. Help people and they will come to you.
This marketing specialty grew from the modern challenge salespeople faced. As a people, we once were amenable to the knock on the door, the cold call, or chatting it up with visiting sales reps in the company cafeteria. Today we are security conscience. We ban solicitation, check Caller ID before answering the phone, and we do not allow anyone to enter our work space without passing security.
Marketers looked for new ways to get their message/product before potential customers. They used modern tools and technology to attract interest. It is a breath of fresh air for the business world. They no longer feel like nags. They refer to the old days (just a few years ago) as the days of “Interruption Marketing.” They are glad they are no longer distracting irritants. They know that the people they talk to are already interested in their message.
RELATIONSHIP MARKETING
Companies don’t want to work harder than they have to. Finding new customers is more work than keeping old ones. Businesses look for ways to stay in contact with their customers and continue to serve them long after the initial transaction. This can begin on the web. Some of it will rely on other strategies which we will discuss in later posts. Churches must learn from relationship marketers. It will help them be better Christian witnesses.
CONTENT MARKETING
Content Marketing is related to both Inbound Marketing and Relationship Marketing. Content is the helpful information you provide for FREE that attracts people to your message or product. Churches of any size can do this. It is a redirection of energy, but it is a potentially powerful evangelism tool. Provide helpful advice, meaningful thoughts, valuable information, and show that you care. People will notice and begin to build a relationship with you.
Churches must consider implementing these outreach techniques. It requires work and retooling ministry concepts, but these new methods can be very effective. It is not enough for congregations to be witnesses for Christ. They must be effective witnesses for Christ. That means looking for strategies that will make a difference in people’s lives and in the life of your congregation.
The above chart reveals 2×2’s web site’s pattern of growth. This is a project of a very small congregation. We began using Inbound Marketing techniques in February when we launched this blog. We took a few months to learn the ropes. In mid-summer we began following best marketing practices. We slowly started adding content more regularly (now daily). We monitored the statistics. Weekly, we saw interest growing. Today we expect to welcome our 1000th site visitor (almost all within the last four months!). We are averaging close to 30 new visitors every day. We’re not sure where we are going, but we are following a plan that seems to be appreciated. Thanks to all readers. We encourage you to start your own web ministry. We’ll be glad to help.
Key Words are the words people type into search engines when looking for articles on topics which interest them.
Blogging platforms give you a chance to list some key words before you post. Writers should also use identifying key words in their headlines and within their article.
Search engines analyze everything going on everywhere on the web and present lists of what they find relating to those words. Key Words introduce writer and reader.
People wanting to know how to bake bread will type “how to bake bread” into their search engine. Often the science of key words is just that simple.
The problem is that there are probably thousands of people worldwide writing about baking bread. All of them want search engines to notice their web site first. The trick, therefore, is to find the words which make your article stand out.
There are people who will help you with this for a fee. They will run a “key word search” and give you a list of how many people looked for “how to bake bread” as opposed to “baking bread” or “bread recipes.” Often, the results are unimpressive because they are obvious. Yep, your key words are “how to bake bread.”
Key words were once critical. Search engines concentrated on them. Today search formulas measure other things — like incoming and outgoing links. But don’t worry about all of this. There are strategies you can use that will work without stressing about search engine algorithms. Here are a few:
Use the words that are obviously important to your story in the headline and also in the first paragraph or two.
Craft your headline using popular formulas. (We’ll have a separate post about this). For now, we’ll share that headlines with numbers draw readers (7 Secrets for Baking the Perfect Loaf of Bread). Also headlines with “How to” are effective (How to Bake the Perfect Loaf of Bread).
Use common sense. Write for your readers — not the search engines. For a while some bloggers repeated the “key words” so often that their writing became dull and search engines caught on and adjusted their strategies.
Use photographs or video (both of which attract attention) and make sure that you use the key words in the description and alternate text boxes which present themselves when you load the picture.
Be authentic. Don’t use words that are popular but have nothing to do with your story. This trick has been used unscrupulously to lure people into finding their web site. It is dishonest. Search engines watch for this. It is one reason they changed their search tactics to measure more than key words. (When we posted this article, WordPress suggested we use “baking bread” as key words, but this article is not about baking bread!)
Write about things people want to read about. People will find you faster than you may think!
Our experience: About three weeks ago, 2×2 started this series of articles on Social Media Ministry. If you are reading this, you found us! So have 600 others. When we plugged the words “social media ministry” into a popular search engine last week, 2×2 ranked #1. We paid for no analytics. We just used the strategies listed above.
A word of warning to churches: Your key words should be what the people you want to reach are looking for. Use key words that describe your ministry, not just the name of your church. If the name of your church is Trinity, that word will not work as a key word. It has too many meanings and there are many churches named Trinity. Also, you will miss out on traffic that is looking for topics and not just your church. (Trinity Smithtown Feeds Homeless, Trinity Smithtown Youth Walk for MS, Day Care in Smithtown, might be more effective.) You can pay to have someone figure this out, but just get started. Keep your current audience — and most important — your target audience in mind. You’ll do just fine.
Social Media experts have differing ideas on this. Most say that content posts should be short and recommend 250 to 500 words.
This is good advice for many topics. How-to Articles tend to be longer since detailed directions are what your audience is seeking.
The correct answer may be that it depends on what you have to say and the urgency of your need to say it. Do your readers need to know everything now or can you spoon-feed information over a few days without frustrating them?
The best yardstick is to ask yourself, “If I were looking for information about this topic, would I appreciate the content (whether it be 250 or 1000 words)?
2×2 posts tend to be about 800 words on average — too long according to the experts. We violated the rule because we wanted to post thorough content that would be helpful to our audience quickly. This approach has been successful. Our audience has grown steadily.
Nevertheless, as we move forward, we will begin to keep a closer eye on the length of our posts. Here are some ways bloggers can divide content into shorter, more palatable doses.
Journalist’s Formula
Long topics can be divided using the standard journalistic formula. WHO, WHAT, WHERE, WHEN, WHY and HOW. One post could then become a six-part series.
Chronological Approach
Other topics might lend themselves to chronolgical subdivision. Detail topics in formative steps. We used this approach in our Social Media Ministry Series, starting with the concept of Social Media Ministry and forming a committee. Later posts covered the work of the committee, etc.
Geographic or Cultural Focus
Some topics might lend themselves to geographic or cultural subdivisions. Many of our topics address small churches in general. We could talk about small urban churches or small rural churches. We might contrast Southern churches with New England churches.
If your posts are longer, look for ways to break up your words or copy so that there are focal points that lead you through the post.
Studies show that web readers scan a page in the shape of the letter F. They read across the top, then skip down. They hit the next topic sentence, and read across and continue down the left side of the page, occasionally drifting to the right as things attract interest.
Tools for breaking up text
There are several tools built into blogging software that you can use to lead your readers’ eyes.
Headlines
Subheads
Bulleted Lists
Numbered Lists
Photos or Art (with or without captions)
Quote Callouts
Boldface/Italic Text
Indented Text
Use of color
Pay attention to your own habits as you read web sites and blog posts to understand how others read your pages.
Join Bishop Ruby Kinisa as she visits small churches "under cover" to learn what people would never share if they knew they were talking to their bishop.
Undercover Bishop will always be available in PDF form on 2x2virtualchurch.com for FREE.
Print or Kindle copies are available on Amazon.com.
For bulk copies, please contact 2x2: creation@dca.net.
Contact Info
You can reach
Judy Gotwald,
the moderator of 2x2,
at
creation@dca.net
or 215 605 8774
Redeemer’s Prayer
We were all once strangers, the weakest, the outcasts, until someone came to our defense, included us, empowered us, reconciled us (1 Cor. 2; Eph. 2).
2×2 Sections
Where in the World is 2×2?
On Isaiah 30:15b
Be calm. Wait. Wait. Commit your cause to God. He will make it succeed. Look for Him a little at a time. Wait. Wait. But since this waiting seems long to the flesh and appears like death, the flesh always wavers. But keep faith. Patience will overcome wickedness.
—Martin Luther