Jamie Jean Schneider Domm
Digital Strategist for the North American Division
Social media can seem daunting, but it doesn’t have to be. For most Adventist entities, social media manager is just one of many hats an employee might wear. If you happen to be a full-time digital strategist, you’re likely managing multiple campaigns and projects at once. Regardless of your level of expertise, there never seems to be enough time in the day to accomplish everything you need to do in order to stay on top of the ever-growing evangelistic influence of social media. Over the years, I’ve learned to streamline my approach in order to tackle a large workload.
Here are my top three tried and true time-saving tips for developing your content or campaign strategy:
1.) Schedule your content in batches – Scheduling your content (and ads) in advance helps you focus on big picture items without the urgency of consistent posting. Plan out regular content in advance and make time to schedule it in monthly or bi-weekly chunks. Then you can focus your attention on engagement, community building, data analysis, strategic planning, and other projects. This also empowers you to be more proactive in your digital strategy, as opposed to reactive.
For example: If you’re running four digital campaign strategies (for different brands) at once, keeping up with the continual need for content is easily managed with this technique. It takes me one to three hours, depending on the campaign, to plan, write, and schedule the posts for a month across multiple platforms for each campaign. If you carve out time each week to focus on just one of the four campaigns, that’s between one and three focused hours a week spent scheduling content. Then your social media posts are taken care of for each campaign on a rolling basis, allowing you to stay on top of performance analytics and enabling you to better evaluate and optimize your strategy. This also frees you up to respond quickly to comments or address any unexpected issues or changes.
2.) Create evergreen content or repurpose posts – Just because you posted a piece of content once doesn’t mean your entire audience has seen it or had the time to react. Remember the “Rule of 7” states that a person must see a message at least seven times before they take action. Consequently, it’s a good idea to use one post multiple times to ensure greater exposure. For an awareness campaign like #enditnowNAD, we had two solid testimonies on why greater awareness and education is needed for pastors, church leaders, educators, and anyone working with children to effectively identify and report abuse. Over the course of a six-month campaign, we scheduled each testimony three times, with slightly different wording and images, and at different times of day and days of the week, to reach different groups of people. Each time, the content was well received. It was a long campaign, and we did this with much of the educational content that we were sharing on our various channels. We invested our time into creating compelling posts, strong resources, and images that could be used multiple times to reinforce our mission instead of constantly seeking to create new original content. New content was weaved in as it became available, but by using this technique, we were able to guarantee a consistent posting schedule.
For event-specific campaigns, you can leverage this technique to build urgency towards deadlines. For example, as the last day for an early-bird registration approaches, you can rework the same message and call-to-action using key buzzwords to attract attention.
Fellow digital missionaries, I hope you found these time-saving tips helpful. Be sure to comment below. I’d love to hear what other ways you save time or streamline your efforts.
12/14/2018 12:25:55 pm
Thanks for the great reference article. Do you know of a company or professional that would handle all of our social media communications for a paid monthly stipend? Many church pastors and members do not have the time to consistently push social media campaigns in a quality way, so this is a service that churches would pay for (particularly medium and small churches). Thanks for your feedback.
12/20/2018 09:21:43 am
At this time, I don't know anyone or company that would charge a reasonable rate. However, if could be a good opportunity to empower a young person to utilize their skills in this area for a small stipend. We really need to grow digital disciples internally. Also, where are you located?
12/19/2018 03:48:22 pm
This will help our little church so much and back up what I have been trying to get our team to do. Social media can be a tremendous tool for all entities but it must be managed properly. Thank you for you article and the tools that you have provided. I plan on using them in our January training system.
12/20/2018 09:22:23 am
Praise! So glad these resources are helpful!
1/3/2019 12:15:55 am
Thank you so much Jamie! I've been reading my notes from the Digital Discipleship conference in Sydney from July and am so glad I made note of this website and have now discovered the blog. Today I began to audit our platforms and website, and next I'll be develop our social media strategy. Blessings from Adelaide, South Australia.
1/7/2019 12:49:34 pm
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