Putting the 'Social' In Social Media

Some use social media like a bulletin board. Posting events, achievements, and inspirations at random assuming that their intended audience is excitedly waiting to see each and every post.

Engagement is more than hoping for a post to be so perfectly on point that is goes viral. On that note…unless someone does something absolutely ridiculous…the chances of a Lutheran school’s ‘Enroll Now!’ post going viral is zero.

SO WHAT’S THE POINT OF MARKETING ON SOCIAL MEDIA THEN?

Is your organization’s account interacting with others on social media? Are you engaging with others in your industry? Other churches, schools, ministry partners, and potential sharers are your inner circle online.

Are you engaging where your target audience is active? Do they see your name showing up in other trusted spaces? When I managed the social media account for a large Lutheran day-school, I followed youth sports programs where our students competed, youth theaters where our students performed, and watched what activities our parents were talking about and made sure that I was liking, sharing, and commenting wherever it was appropriate to as the school.

LIKE, SHARE, & COMMENT

Use your best judgment, but engage as your brand whenever and wherever you can. Comments don’t have to be profound. Way to go!…Good to know!…Congratulations! ‘Likes’ are always good.

Share content that is of benefit to your target audience. Is a local museum offering a discount for school-aged kids? Is a neighboring feeder church hosting a concert? Is a place where your students take regular field trips offering a special event? Supporting these places is a free and easy way to show that you’re active and engaged in the local community and promotes reciprocal sharing. Others will appreciate the shout outs and will remember your organization’s name should the opportunity to share a referral arise.

Whenever you can, show prospectives who you are as an organization rather than telling them about yourself.