Why Facebook Groups will work for your church
Tuesday, February 20, 2018
The news of Facebook algorithm changes abound. From some articles, you'd think that it spells the demise of church Facebook Pages.
Here's the overview. Research showed Facebook that most users want to return the social media engine to what created its popularity: interacting and caring about friends, followers and family.
What actually happened to Facebook? Organizations, promoters, businesses and advertisers saw the masses that were engaged on the social media engine, so they created Pages to interject into the conversation. So much so, that we all quickly scroll past the plethora of page posts (all screaming at us). And these posts have become a barrier to engage with our people.
Yes, we broke it. As Page operators, we think everyone thinks our events and ministries are as important as the church leadership does. #nope
So Facebook has slowly restricted who gets your Page post in their News Feeds based on how much people slow down when they typically see your post. Or if they read comments in a thread, share the post or like it.
It makes sense. Except, sadly, a lot of churches continue to post messages that don't engage. Ultimately, Facebook is drastically changing the algorithm to solve the problem. Now they'll restrict pushing your post to News Feeds even more. Some say it'll be in the lower single-digit percentages of your Page followers.
This is a wakeup call — especially to the church. Stop promoting ministries and events constantly and think about ways to entertain, motivate and encourage your followers! Then, pray that they'll start sharing your posts on their personal page. Or you may be wasting your time for the few that will receive your posts on their wall.
Or even better ...
Think about starting individual ministry Facebook Groups. Unlike a Page, almost everyone (unless they opt out) will receive your post on their wall if they follow the Group.
So, for example, the children's ministry of your church creates a Group called "Faith Kids." Parents who actually care about the children's ministry, what their kids are learning and upcoming events can follow the Group — and even get notification of things they want. When you stop engaging them or their kids age out of the ministry, they simply leave the Group.
It's essentially an internal communication tool.
The best reason to let a Facebook Group work for you? It'll stop boring us with all the event posts on the main church page. Instead, you can concentrate on all-church (tier one) events or community outreach things when you promote.
But seriously, change your post style so we are amused and encouraged when we see your posts. You know, be the church and fellowship well!
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