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#DigitalEvangelism

Help, I Need to Do Virtual Church! Best Practices for Taking Your Church Service Online

3/22/2020

 

Nick Wolfer

Studio Production Manager, North American Division of Seventh-day Adventists

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COVID-19 has forced everyone to adapt quickly. Many pastors are attempting to hold church online, or post sermons for members to view. Many are using smartphones or a webcam on a computer to get the job done. Here are some simple things you can do if all you have is your smartphone.
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  1. Audio First—Silent movies are largely a thing of the past. Consumers of media are very interested in being able to hear and understand what is being said. Therefore, audio is key to a good production. There are a couple simple things you can do to improve the audio on your recordings with only your smartphone.
    1. ​If you have a bluetooth earpiece that you use for hands free, use that for your presentation. It may look a little unusual at first, but it’s designed for spoken communication and should work well.
    2. If the earpiece is not available, use your smartphone's microphone. Modern smartphones have very good noise canceling microphones. I am often impressed at how well the iPhone does with just the built-in microphone. In most cases, this is far better than what’s built into a laptop computer, or the microphone that comes with your desktop computer.
    3. Minimize all other sounds in the room. This may sound obvious, but it is often overlooked. Send the kids and dog outside for a little while. Turn off all the phones, alarms and such. And don’t overlook mechanical noises. Often furnace blowers make a noticeable background noise. Turning the blower off during your recording can make a significant difference.
    4. Get close to the phone/microphone. Reducing the distance improves your audio presence. Getting close also maximizes your audio compared to any extraneous noises that may be present. Stand as close to your phone as possible while still getting a reasonable picture.

  2. Presentation—Good presentation is important.
    1. ​Consider standing. People typically make better presentations when standing. Standing comes across with authority and presentations may be taken more seriously. For preachers, it is often more natural to preach a sermon to a camera while standing.
    2. Consider making presentations shorter than normal. There are far more distractions to your congregation viewing on a computer. Holding their attention may be harder than when in person. Condense your message as much as possible while you are getting comfortable presenting virtually.
    3. Present with more energy than you think you need. Energy gets lost in the process of video recording. What seems like an excessive amount of energy when you are presenting will look normal when viewed.
    4. Also, keep in mind that people don’t know what to do when watching prayer online. Consider that this may be an awkward time for your viewer and do what you can to help them. Shorter prayers are one option. Inviting them to keep their eyes open and pray with you is another. Mostly be sensitive to the awkwardness of the viewer who does not know what the social standard protocol is for online prayer. Do what you can to help them out.

  3. Camera technique—Think simple and stable. Here are some basic things you can do to make your video look good.
    1. Stability—Keep the camera stable. I know you may not have a tripod, but be creative. If you are using your smartphone, you can cut a holder out of cardboard and set it on the shelf. Look in your car—steal your car phone holder and suction cup it to a window in your house.
    2. Keep the camera at eye level. Mounting the camera above eye level minimizes your visual authority. Mounting it below eye level makes people feel like you are looking down on them. Mounting the camera at eye level will give you good authority and allow your viewer to be comfortable too.
    3. Frame the picture to show yourself and minimize all the distractions. Remember from section one to get as close to the phone or camera/microphone as is reasonable. Frame the images so your elbows are at the bottom and your head is at the top—this works well for formal presentations and should keep you close enough to the microphone to be heard well.
    4. Keep the background as minimal as possible. Seeing your home decorations or photos on your bookshelf may be interesting, but it may distract from what you are saying.

  4. Lighting—Lighting is important for a good image. For many people seeing your lips move, the expressions on your face, and the emotion you exude can be a key in facilitating good communication. Lighting makes sure these things are seen.
    1. If you use a suction cup from your car to mount your phone to the window, it’s likely you will have all the lighting you need. And if it’s overcast outside, you will
      have a lighting setup that professional photographers will covet.
    2. If you can’t use natural light, consider using a light and bouncing it off a wall in front of you. The reflection off the wall will soften the light and make it more even. When I teleconference, I bounce my desk light off the wall in front of my desk to add a little light in my eyes. A small amount can make a big difference.
    3. Make sure you don’t have any very bright lights directly over you or behind you. They tend to be distracting. If you go into more advanced lighting techniques, there are reasons to use them, but for now avoid them. Concentrate on lighting your face.
      ​
Like everything else, we learn by researching and trying. There are obviously things that will increase the production value, but when the resources are limited and time is critical, these four basic points (audio first, presentation, camera technique, and lighting) should get you going with a product that can be seen, heard, and understood.

We're All Publishers Now; Responsible Use of Your Social Media Influence

3/3/2020

 

Jamie Jean Schneider Domm

Digital Strategist, Social Media + Big Data, North American Division

This post has been revised from the original 2017 post.

Responsible Use of Your Social Media Influence
He who is careless and heedless in uttering words or in writing words for
publication to be sent broadcast into the world, sending forth expressions that
can never be taken back, is disqualifying himself to be entrusted with the
sacred work that devolves upon Christ’s followers at this time.
– Ellen G. White, Counsels to Writers and Editors
Long before audio-visual equipment was invented, Ellen White knew how to do the figurative mic drop better than anyone.

This quote is a powerful and relevant reminder of the solemn task we have been charged with. I encourage everyone who is on social media, especially digital missionaries, to read her Counsels to Writers and Editors.
Social media is the ultimate equalizer. It gives a voice and a platform to anyone willing to engage. – Amy Jo Martin
Social media has eased entry into the world of telling stories, sharing ideas, and expressing thoughts to a wide audience. It used to be that if you wanted to tell your story to a broad audience, you had to buy your way in through costly traditional media. Times have changed; we are all writers and publishers now. But with this ability comes responsibility.

Social media, in its essence, is people connecting with people to create a collective human story. We all want to be heard, and we all now have a platform for public speaking. You can have hundreds, thousands, even millions of people viewing your messages. But, as so often is the case, the person we need to set boundaries with is ourselves.

Your personal social media is a great opportunity to share your story and contribute to the collective conversation. It can serve as a powerful witnessing tool, revealing what God is accomplishing through you and your work. But…
Would someone know you are a Christian based on your social media?
What values are you reflecting? Would your audience like Christians based
on your behavior online?
I once listened to a powerful sermon in which the speaker asked, “If you were pulled into court today, is there enough evidence in your life to convict you of being a Christian?” Well, what evidence does your social media provide? Is your use of social media driving people away from the Church or toward Christ? Think about it.

Social media is public by nature and has blurred the lines between your work for the Church and your personal life. This can be a good thing. Follow principles of responsible use and be a living testimony to others. Be a light among the quagmire of negativity online. 
Let your light shine before men in such a way that they may see your good works, and glorify your Father who is in heaven. – Matthew 5:16
Every opportunity to share is an opportunity to either advance or hinder the kingdom of God. People should use social media; it is a powerful tool. After all, the appeal of social media is that it reflects a basic human need, and that need is to connect and share. As digital disciples, that means connecting with each other and God as well as sharing the gospel.

It is likely that you have friends or followers on social media who are not Christians or who are questioning and struggling with their faith. As a member of the Church, you are always representing the Church even if you are not actively engaged in digital evangelism. This is especially true for pastors and others in leaderships roles. It is of vital importance that we maintain a high standard of ethics, striving to always be honest, professional, and kind. This means always verifying questionable content with credible sources before sharing, honoring the privacy of others, respecting intellectual property rights, and never releasing confidential information. However, you may share official statements from Church leadership.
 
Your posts can have a much greater impact and reach than you imagine. We recognize and value diversity of opinion within our community, but as an employee or member, your followers may confuse your opinion with the official position of the Church. While this is most likely not your intention, be mindful to:

  • Prevent confusion by avoiding posts that conflict with your ministry’s official positions on matters
  • Observe principles of impartiality
  • Avoid topics like politics where emotions can run high and can result in inflammatory or inappropriate language

Many discussions are significantly more productive in person. It is generally accepted that 93% of our communication is non-verbal (Mehrabian & Wiener, 1967; Mehrabian & Ferris, 1967). Online communication strips away the context of tone and intention. Many comments online are misunderstood without this context and provoke controversy and conflict instead of positive discourse. When asked why they left the Church, a sizable portion of former members cite something that was said to them or how they were treated by other members. My question to you is this:
How many people are you willing to drive out of the Church to make a point or to “win” your argument?
Public figures have the potential to magnify division and take thousands out of the Church. As individuals, we may discourage someone from even considering Christianity. We talk about a life lived as a reflection of Christ but turn into devils on social media. People say things online that they would never dare to say in person, and then wonder why their ministry efforts are not bearing fruit. We were all taught in primary school to T.H.I.N.K. before we speak. It is not enough for something to be True; it must also be Helpful, Inspiring, Necessary, and Kind. This is especially true in online communication.
Because of the power social media can have, it’s crucial that we consider the effects our content will have on our audience. Both our negativity and our positivity grow exponentially as they are spread by our audience and friends online. When it comes to church, we can create a community of people that attack or a community of people that heal. – Kaleb Eisele, Humans of Adventism
We absolutely respect and value different perspectives among our members and ministry leaders. But as representatives of the Church, we must not use our public speaking platforms as a sounding board for the problems we see in the Church, in leadership, and in our country. We are a family; let’s resolve our internal issues privately. It would be considered obscene to go knocking on doors and to begin your evangelistic effort by lambasting the very Church you are asking people to join. So why do it online? We must protect our Church family and frame all of our digital communications with the salvation of others in mind. Social media is a powerful tool for sharing the gospel; let’s use it wisely and err on the side of caution.
The power and efficiency of our work depend largely on the character of the literature [message] that comes from our presses [social media profiles]. Therefore, great care should be exercised in the choice and preparation of the matter that is to go to the world. The greatest caution and discrimination are needed. Our energies should be devoted to the publication of literature [posts] of the purest quality and the most elevating character. Our periodicals [blogs, videos, and updates] must go forth laden with truth that has a vital, spiritual interest for the people.
– Ellen G. White, Counsels to Writers and Editors 
Freedom of speech does not mean freedom from consequences. Carelessness in speech can and will inhibit our ability to accomplish our mission. When we turn people away from the Church, we are not only working against ourselves, we are working against God. You can also get your ministry or self in legal trouble. If you work for the Church, you may endanger your job and reputation. This can be avoided by using discretion and focusing on the positive, such as what God is accomplishing through your church or ministry. Let’s not fall into the trap of using the negative and sensational to get attention online when God calls us to focus on what is good and holy.
Finally, brothers, whatever is true, whatever is noble, whatever is right, whatever is lovely, whatever is admirable―if anything is excellent or praiseworthy, think about such things. – Philippians 4:8
We all have the same goal. I truly believe that social media is a vital tool for accomplishing our mission in the 21st century. Young people are leaving the Church at a startling rate. They spend up to 18 hours a day behind a screen, and nine hours of that time is spent on social media. What messages are you sending them? We must take the gospel where they are, and not where we want them to be. But when our actions and our speech contradict each other, we only have ourselves to blame for the rising egression. Let’s work together to get the job done and go home.
And this gospel of the kingdom will be preached in all the world as a witness to all the nations, and then the end will come. – Matthew 24:14
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Balancing Digital Mission Work and Spiritual Health - REVISED from 2018 post

3/2/2020

 

Jamie Jean Schneider Domm

Digital Strategist, Social Media + Big Data, North American Division

Inspired by Dee Casper, Director, CORE at Pennsylvania Conference of Seventh-day Adventists

Balancing Digital Mission Work and Spritual Health
Then, because so many people were coming and going that they did not even have a chance to eat, he said to them, ‘Come with me by yourselves to a quiet place and get some rest.’ So they went away by themselves in a boat to a solitary place.
– Mark 6:31–32 NIV

For digital missionaries who spend significant time online working to further the gospel, it’s important that we learn to safeguard our own spirituality as well as develop a healthy work-life balance. Another way to frame this is to make sure you are fed spiritually before you minister to others.

This can be a huge challenge because when you work for a religious organization, EVERYTHING seems important because of the eternal impact of the work. And there seems to be no end to the work that needs to be done. Those of us who have chosen this type of career are self-driven but also driven by the expectations (or perceived expectations) of others. How do we prioritize? How do we set boundaries that enable us to get the job done, while taking care of our own spiritual health?

We’re not in this alone. God knows our limitations, and He doesn’t want us to work so hard that we work ourselves away from Him—the relationship that matters the most. This is why He has given us the Holy Spirit. After we’ve given it our all for the day and go home to rest, the Holy Spirit keeps working.
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He also doesn’t want us to dive so deep into the mission field that we become corrupted by it. There are a lot of toxic conversations and content on social media, just as physical mission fields have their dangers and temptations. If the early missionaries of our Church had stayed away from the mission field because of the dangers, the Seventh-day Adventist Church would never have become a global movement. We must go where the people are and minister to their needs, while simultaneously guarding the avenues of our own heart.

Here are four tips for digital missionaries to help balance digital media and spiritual health:


  1. Guard the edges of your day. Start and end the day without social media. I can easily become consumed by social media; it’s my job at least eight hours a day. If I don’t set healthy boundaries for myself, the negative aspects of social media start to drag me down and prevent me from really resting. Rest can take many forms, but I cannot rest by spending hours on personal social media when I work all day on those same platforms. What many consider pleasure just feels like more work. When I’m not working, I consume media and information the old-fashioned way by reading magazines and books, etc. Also, in the morning, I make it a point to follow Jesus’ example and begin with solitary prayer and Bible study…with a physical Bible.

    “Very early in the morning, while it was still dark, Jesus got up, left the house, and went off to a solitary place, where he prayed.” – Mark 1:35 NIV

    The peace of the morning enables me to think clearly and connect with God. I know that the moment work begins, I will be connected on multiple platforms for at least eight hours, so this “analog” devotional time is sacred. When the day is done, I disconnect and again turn to print material, exercise, and face-to-face conversations to help me wind down. Staying connected online throughout the evening can disrupt your sleep and result in depression. If you browse social media to stave off loneliness and pain, you will find the exact opposite of what you’re looking for.
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  2. Structure your digital evangelism/discipleship and personal life like a missionary outpost center. A physical outpost center is a place outside the city where you can get away from your daily work and connect with God. It’s a missionary community that provides education, restoration, and preparation for work to be done in the city, where missionaries will return to win people’s trust and friendship with the intention of winning souls for Christ. Social media is a similar means of building bridges and relationships with people to create a positive influence within the community. Use the connective power of social media to share your faith and show your friends that you care about them. Social media is a center of influence for discipleship and friend evangelism. But remember to maintain your outpost center, a distinctly separate part of your life where you can recalibrate and then go back to your mission field stronger than ever. Don’t live in social media, and don’t let your world be controlled by it.

    “When duty calls us to this, we should be doubly watchful and prayerful, that, through the grace of Christ we may stand uncorrupted.” – Ellen G. White, Messages to Young People 419.1 

  3. Digital missionaries must have a clear purpose for getting on social media. My friend Dee Casper (Director, CORE at Pennsylvania Conference of Seventh-day Adventists) asks us to treat social media like a post office. Typically, at a post office, you enter, pick up mail, and drop off outgoing mail and packages. Most people don’t hang out all day in a post office. That would be strange. If we go online with a plan, this helps prevent us from getting distracted from our original purpose and mission. Go on social media to drop off some content, pick up some content, connect with your friends, check performance stats, and then leave. Don’t move in. We’ve all had the experience where we intend to watch one video, and two hours later, we don’t know how the time got away—never accomplishing what we actually set out to do.

  4. When you’re lonely and have nothing to do, don’t try to fill the void by going online. It’s like going grocery shopping when you’re hungry. Temptation will always take you further than you want to go when you’re vulnerable. Social media is a tool; don’t let it use you. Go there to serve, not be served.

    ​“We may be placed in trying positions, for many cannot have their surroundings what they would; but we should not voluntarily expose ourselves to influences that are unfavorable to the formation of Christian character.” – Ellen G. White, Messages to Young People 419.1

God has not called us to live in social media but to influence people through social media. Our influence online can stretch much further than we imagine with the help of the Holy Spirit.

God has called us to use our digital influence for Him, whether we have an audience of four or 40,000. We plant the seeds; God grows the seeds. People pour out their hearts online. We can be there in their moments of crisis with love, hope, and truth. But in order for them to listen to us, we must carefully cultivate and use our digital influence purposefully.

By setting boundaries and sticking with them, we can be better equipped to help others.
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Growing as Digital Disciples

2/27/2020

 

Jamie Jean Schneider Domm

Digital Strategist, Social Media + Big Data, North American Division

Growing as Digital Disciples

Content creation, engagement, and distribution are not limited to the official church brand and accounts. Make it a point to reach out to young people and let them know that their talents in this area are highly valued even if they are not part of the core team. Some people just need permission and a little mentorship to realize their talents and passion for personal ministry. Everyone has social influence through texting, messenger applications, email, and social media. Encourage and inspire them to use it to build God's kingdom.

The two primary roles in which digital disciples can serve are as engagers and distributors. For this reason, I have decided to unpack the role of digital disciples here in the guide, in-between these two sections of the digital discipleship and evangelism model.

The Bible tells us to become and make disciples. God calls us all to serve in unique ways. Ellen White encourages us to:
Let every worker in the Master’s vineyard, study, plan, devise methods, to reach the people where they are. We must do something out of the common course of things. We must arrest the attention. We must be deadly in earnest. We are on the very verge of times of trouble and perplexities that are scarcely dreamed of. – Ellen White, Letter 20, 1893
Identify people in your church who can be digital disciples, all on their own, as a means to further the mission of your church. This allows and empowers members to engage in ministry and discipleship in ways that aligns with their passion, spiritual gifts, tools of preference, and personal style. There is a spiritual void online because we are not doing enough individually as members or collectively as a Church. The mission field is wide open, it’s our duty to share the gospel through the tools available to us.

The Great Commission given to us by Jesus Christ states, “Go, therefore, and make disciples of all the nations” (Matthew 28:19). An easy and free way to reach the nations lies in the palms of our hands. When we hesitate to make the gospel message more available, we allow our own human weaknesses and fears to get in the way of our mission. How can we justify this resistance to boldly declaring our faith online? We live in an era of religious freedom with minimal persecution in North America (in contrast to what is happening in other parts of the world). However, the predominant perception among the Church body is that evangelism is an event run exclusively by a specific set of people.

In Exodus 4:2, God asks Moses “What is in your hand?” and tells him to lead the children of Israel to the promised land. To Moses, his staff is simply a tool for directing sheep, but with God’s direction, it becomes an instrument through which miracles are performed. If God spoke to each of us today, we would answer, “a phone,” a “laptop,” or an “iPad.” Most of us have a smart phone that can be used either for distraction or for positive impact. The responsibility of every disciple is to utilize every available resource for God so at the end of the age, when we face our Master, we will hear, “Well done, good and faithful servant!...” (Matthew 25:23). We must commit to work diligently online to share present truth, regardless of who we are and what our official role may be in the Church.

Tips and Ideas for Individual Digital Disciples,
Adapted from growingfruitfuldisciples.com

  • Share your faith through daily digital activities (texting, Instagram, group chats, Snapchat, Facebook posts, blogging, etc.).
  • Invite your online community to join you in learning more about knowing, loving, and serving God.
  • Be willing to humbly share the story of your life as a Christian. For example, share how you've felt God's presence even when you've made poor choices. Honestly tell how you deal with specific challenges with God's help. Explain what guides your choices. Describe the joy and comfort loving God gives you in today's troubled world.
  • Pay attention to what your friends share with you directly and online. Listen with care. Follow up and see how they are doing. Respond to requests for help. Rejoice over their personal victories. Offer to pray with and for them. Record audio prayers and send them to the person throughout the week. Keep track of prayer requests, check back with the person for updates, offer ongoing encouragement, and celebrate God at work in their life. Assess and respond to their expressed needs. Remember, God has called us to serve without judgment.
  • Go out of your way to include and uplift friends and followers who are shunned, ignored, or bullied online.
  • Support your church's ministries with personal resources (time, talent, and finances). Offer to help with online content creation, updating the website, or funding a community outreach social media ad.
  • Reflect the character of Christ in all your digital and in-person interactions with others. Being a disciple involves all of your life, including your life lived online.
  • Pray for guidance to detect where God is calling you to serve. Support those with digital callings.
  • Evaluate the culture of the platform through which you feel called to serve to more effectively reach people within your sphere of influence.

Digital Discipleship Commitments

Grow God's kingdom by:
  • Building networks for friendship, fellowship, and support through your digital influence
  • Looking for physical, mental, social, and spiritual needs within your community
  • Responding mercifully to the discovered needs in a relevant way
  • Acting compassionately on behalf of people who are disadvantaged or at risk
  • Praying for the Holy Spirit to prepare you to reach others for Christ
  • Using your social influence to help tell the world the story of Jesus
  • Being able to give a reason for your faith when asked
  • Using your social influence to share the story of your personal relationship with Jesus
  • Being willing to be humble and honest when sharing your personal spiritual journey

By living out our mission online and exemplifying the character of Christ, we can become social media ambassadors for the gospel, impacting not only our local communities, but the world.
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Practical Tips for Digital Discipleship and Engagement

2/27/2020

 

Jamie Jean Schneider Domm

Digital Strategist, Social Media + Big Data, North American Division

Practical Tips for Digital Discipleship and Engagement
Let the members of your online community know through action that you’re fully invested in their lives. This is a Biblical concept found in Romans 12 that can be translated to the modern world.
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As digital disciples, we can live out Romans 12:15 online. Practically, this means when someone online expresses sadness, anxiety about a life challenge, or excitement about a happy event, we can empathize with them. Engage with their post or send a personal message to let them know you’re with them along the way, that you’re there if they need help. Be consistent and purposeful in your relationship-building.

As efforts to censor Christian viewpoints online and in the public space intensify, we may be tempted to respond defensively in a way that doesn’t represent the character of Christ. However, Jesus calls us to be a practical witness, one that puts Him on display in all aspects of our lives, one that is not easily censored. Jesus sought first to fulfill people’s needs; He then invited them to follow. We can use our digital and social influence to gain insights and focus on meeting the mental, physical, and spiritual needs of those around us. Remember, what starts in the digital space can transfer into the real world. Once relationships and trust are built, we can extend our invitation to “taste and see that the Lord is good” (Psalm 34:8, NIV). The gospel of action can further our ministry of hope and wholeness, even when words of truth are silenced or unwelcome.

Our integrity, genuine care for others, honor, and faith in Christ can never be taken from us. Our prayers cannot be blocked from reaching God. Christ’s character can never be shut down or banned. By embracing the attitude of a servant first and apologist second, light will shine through us to draw others to the God we represent. Be consistent in building relationships with others who may have very different beliefs. Once they know how much you care, they are more likely to come and reason with you over truth.

Understanding that acceptance does not mean approval, what if we became known as people who listened and helped first—without conditions—and people who proactively seek ways to improve the lives of others in practical, meaningful ways, regardless of who they are and without judgement. What if the Church became a safe place to land regardless of one’s affiliation or interest in faith?

People share a surprising amount of information online. It’s up to us to act on that information. Modern technology gives us the opportunity to reach into gated communities and closed-off hearts, allowing us to build bridges on common ground. Every post represents a real person, both their experiences and their needs. What prayers can we answer by simply paying attention?
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The Lord is coming soon because God has made it possible for the gospel to reach the entire world. Digital disciples can change hearts and minds by living out Jesus both online and offline.

Empower People: Small Actions, Big Impact

Most ministries or churches don't need big data; we need the power of the people. Instead of relying on heroes who single-handedly change the world, we need groups of people working together to make the world around us, in our local community, better. To generate real impact, we need to start small, realizing that big changes in a small community can have a ripple effect in the wider world.

Jesus spent time with the community to understand and meet people's needs. This is where digital disciples can play an important role.

Train all the generations in your church to:
  • Be intentional online with how they spend their time
  • Pay attention to the posts of their friends/contacts
  • Proactively reach out to friends online or via digital tools
  • Take action in appropriate and timely ways

Develop a Relationship-first, Empathy-first Engagement Strategy

This means redefining our notion of success to include metrics outside of attendance and baptisms.

Examples of questions you can ask to gauge success:
  • How many times did you (or your team) share the love of Christ?
  • How many conversations did you start or engage in on social media?
  • How are you painting a more authentic picture of yourself, faith, or the church?
  • How are you building relationships?
  • Do you better understand the needs of those you are connecting with online?
  • Have you found meaningful and practical ways to help people?

These questions represent personal ministry opportunities that anyone in the church can pursue through their social influence.

Invest the time to build a team. Build a committee of digital disciples who are available to respond to all online comments and messages to your ministry promptly and in a meaningful way, while being human.

This also means responding to messages in your inbox. Be the voice that answers back quickly when someone reaches out for help. If someone sends your ministry an email or messages your ministry with a prayer request, a challenging question, or a personal crisis, they should not have to wait more than one business day for a response. Even if you can't answer their question right away, it's vital to let them know that you received their message, are praying for them, and will have a response or resources for them shortly.

Christ-like care and an empathy-first engagement checklist:
  • Treat online conversations like real-life conversations
  • Respond in a meaningful way
  • “Like” or react to comments
  • Follow conversations and actively participate
  • Ask questions
  • Seek to understand people and their needs
  • Be authentic and transparent
  • Build trust and strive to break down the perceived barrier between the individual and your “corporate brand” (a.k.a. big Church)

Create Opportunities for Prayer in the Digital Space

I saw that every prayer which is sent up in faith from an honest heart will be heard of God and answered, and the one that sent up the petition will have the blessing when he needs it most, and it will often exceed his expectations. Not a prayer of a true saint is lost if sent up in faith from an honest heart. – Testimonies for the Church, volume 1, p. 121 
Even among the skeptical, there is a longing for someone to care enough to pray for us personally. Social media is a powerful tool for soliciting prayer requests and following up on those requests. Prayer can be just one “like,” comment, or message away. Online communication lowers the barrier to asking, making it easy for people to reach out when they can’t bring themselves to do it face to face.

I can personally attest to how sending recorded prayers can be a powerful way to minister to others. In the wake of a recent tragedy, I found myself asking, “What if we went beyond ‘thoughts and prayers’”? It happens all the time: a friend posts online that they lost a loved one or something else bad happened. We press the “like” button and carefully scroll over to the sad emoji. Then we type below “thoughts and prayers” or something similar.

We’re sincere about it, too. The person is in our thoughts, and we are praying for them. But we can take it one step further. What if they could hear us pray for them? It impacts people so much more when they hear someone petitioning God on their behalf. In times of crisis, they may not be able to answer the phone, or they may not want to talk to anyone. They can still hear us pray if we send audio recordings of our prayers. This can be done on most smart phones and messaging apps. It’s personal and intimate. That extra step that we take to invest in another can have a much more meaningful impact than the standard social media response.

Some additional ideas to use digital tools for prayer include:
  • Create digital groups for prayer (Facebook, What's App, Slack)
  • Host live video sessions weekly to take live prayer requests and pray for people live (YouTube, Instagram, Facebook, etc.)
  • Message prayer request contacts weekly to remind people that you're praying for them
  • Follow up by sending recorded audio prayers so they can hear you pray for them (or call, FaceTime, etc.)
  • Place ads to solicit prayer requests via Facebook messenger
  • Create weekly prayer posts and personally respond to every person who requests prayer
  • Send prayers and receive requests via Snapchat

Remember to keep track and follow up regularly. Being intentional will not only impact the lives of those you minister to, but will also strengthen your own belief in prayer as you witness it in action. You may not get updates from everyone, but be patient and persistent with all your digital discipleship and engagement efforts.

Additional guidance for assessing your online engagement for ministries:

  • Check daily for comments, questions, and messages and respond in a timely manner. Not every comment needs to be answered, but you are encouraged to “like” them. Don’t forget: engaging with positive comments or messages is an opportunity to affirm and strengthen a relationship. Sometimes, legitimate inquiries or simple misunderstandings are expressed that can open an opportunity to serve the needs of members by providing clarification or rectifying the situation.
  • Comments that are offensive should be deleted or hidden immediately, but do not automatically delete negative comments. These are an opportunity to listen and respond to the needs of the community. Depending on the situation, respond publicly to the person or via direct message. Use your discretion. Remove spam posts accordingly.
  • Talk with, not at your audience. Follow the conversation and actively participate. Seek to understand their needs, ask questions, and respond in a meaningful way.
  • Frame every response with the salvation of others as your number one priority. Be diplomatic, professional, and empathetic. Never respond to a negative comment out of anger, and do not take negative feedback personally. Reflect the values of the Church at all times.
  • Redirect people to the proper resources and or departments when needed. Follow up to make sure they received an answer or help with their question.
  • If a person seems volatile, do not respond, and hide the comment. If the person is aggressive, block or mute them if needed.
  • If the person is a victim of a crime, abuse, or other forms of violence, direct them immediately to the proper authorities and resources found here: https://www.enditnownorthamerica.org/get-help
  • If a person appears suicidal, direct them to the national suicide prevention center: https://suicidepreventionlifeline.org/
  • For more guidance on how to respond to comments online regarding your ministry, refer to our Assessing Your Response Guide for Social Media below.
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What Does a 360° Community Care Strategy Look like?

2/26/2020

 

Jamie Jean Schneider Domm

Digital Strategist, Social Media + Big Data, North American Division

Community Care Strategy for Digital Discipleship

The Proper Care and Feeding of Followers

Social media is a valuable tool for listening to the needs of your audience and building relationships. However, simply having a social media presence is not enough anymore. Your audience expects a response when they engage with you online—often within a few hours.
Your goal in using social media for ministry ultimately should be to understand and fulfill a need, making a tangible impact in the real world. This means listening and taking action on a daily basis.
How your online followers perceive your ministry influences their perception of not only the Adventist Church corporately, but God. Your digital voice may be the only opportunity your followers have to see Christ’s love demonstrated in their life.

Strong digital brands create connection and take a comprehensive approach to the member experience. Treat your audience members online as if you’re talking with them face-to-face. Their online interactions with you should make them want to experience your faith/mission in person. When they come to you for that personal experience, it should be a continuation of the positive relationship you’ve built with them online.

Every opportunity to connect is an opportunity to advance the kingdom of God. Do not waste your digital influence. Social media provides a unique opportunity for long-term people care that can enhance and strengthen the relationships you cultivate with members, as well as the community your ministry serves.

People search online for answers to their problems—what better place for the Church to engage them?

If someone approached you in person and told you about a struggle or loss, you would respond, right? But when people pour out their hearts online to you or your ministry, are they getting a timely and meaningful response? Does your church or ministry have a team who is dedicated to responding to people online and providing a network of support? Not everyone is ready to walk through the doors of your church, but we can still show them God's love through the care we provide online.

Your digital content may answer some of their needs or questions, but not all. Be the voice that answers back and engages with them in a meaningful way. This is what we call a 360° community care strategy.

According to the Sprout Social Index, 90% of surveyed people have used social media in some way to communicate with an organization. What’s more, over a third (34.5%) said they preferred social media to traditional channels like phone and email. Like Christ, we should be willing and prepared to meet people where they are, and today, that is frequently online.

360° member/community care includes addressing the negative. By being actively engaged online, you have the opportunity to turn negatives into positives by addressing issues and resolving problems promptly. This is especially relevant to younger generations, who naturally turn to social media first to share their thoughts and feelings. Through a culture of online customer service and digital discipleship, you can build a reputation as an organization that truly cares about its members and the community it serves.

Nearly half (46%) of people have used social media to “call out” or complain about a business. That number jumps even higher when you slice the data by generation. Unsurprisingly, millennials are quick to take their frustration to the keyboard—56% of them have complained or called out brands on social media. That means that millennials are 43% more likely to call out a brand on social media than other generations (sproutsocial). Therefore, we should endeavor to be present in the digital spaces where millennials and younger generations are likely to express their dissatisfaction with religion, the Church, or the daily struggles of life. This affords us the opportunity to not only gain a better understanding of the challenges they face but also to intervene in a positive way that can prevent them from leaving the Church or bring them into a community of faith.
We underestimate the power we hold in our online content. Used correctly, social media can help us connect with and mobilize an unbelievable number of people, and the community created there drives real-world changes.
– Kaleb Eisele, Humans of Adventism

Do not underestimate the power of engagement. There’s no ROI (return on investment) without it!

Invest the time. Build a committee of digital disciples who are available to respond to comments and messages online promptly, while being human. That means engaging with a personal tone that conveys Christ-like care. It will pay dividends for your mission. By living out our mission online and exemplifying the character of Christ, we can become social media ambassadors for the gospel, who eagerly share our content and messages online.
 
Engagement is a Personal Ministry Opportunity.
This is not a job for one person or just for pastors. Too often, pastors are burdened with the responsibility of managing the day-to-day functions of their church while also doing all the work evangelizing to the community. When we leave all the ministering duties to the pastor or elders, we limit the opportunities for church members to grow as disciples. Engagement is a personal ministry opportunity for non-techie, nurturing individuals to be involved in digital discipleship and evangelism on an ongoing basis, from anywhere.

Leaders can divide their teams into three groups based on connections, interests, and talents.
  • People dedicated to connecting with church members online and responding to their needs
  • People dedicated to responding to comments, questions, and needs directed to the church in the digital space
  • Trained digital disciples who intentionally build relationships with non-members online and look for opportunities to serve
 
Digital interactions should be treated like real-life conversations in which we respond to audience interactions, share community-generated content, and “like” or react to comments. Engagers should follow relevant online conversations and actively participate in a Christ-like manner. Digital disciples should seek to understand their audience’s needs and respond in a meaningful way. Building online relationships can impact brand awareness, trust, financial support for ministries, and more. The goal is to break down the perceived barrier between the individual and your corporate brand. Strive to be authentic and as transparent as possible. This is how you build trust and authenticity.

Brands are Communicated, Not Just Created

A brand is based entirely on a person's experience. Think holistically about your engagement strategy, and remember that evangelism is more effective when it is built on a relationship. Therefore, our online identity or Adventist brand and faith must go beyond what we know and the message we have to share; it must be based on how much we care if we are serious about digital evangelism. We must change the way we use social media. Aim to create conversations and meaningful community that bridges the gap between the digital and the real world. Then be prepared to meet in the real world. Remember, brand touchpoints all work together.
There should be no disconnect between how a person is nurtured in the pews and how they are treated online, and vice versa.
Social media is an extension of our church brand and voice online. Our brand is how our church is perceived. As stated previously, our online interactions with people should make them want to experience our faith/mission in person. Then, when they come for that onsite experience, it should be a continuation of the positive relationship you've build with them online. Therefore, your church greeters and hospitality teams are also part of the engagers team. They are the onsite church ambassadors, and the atmosphere they create is vital to the visitor/member experience.

How our online community perceives us influences their perception of not only the Adventist Church corporately but God. Our digital voice may be the only opportunity they have to see Christ's love demonstrated in their life.

The Church should be the clear leader in people care.

Major corporations know that customer service is the key to long-term growth. Loyalty comes when organizations (brands) help people solve problems and address their felt needs.
Our mission is to maximize the highs; minimize the lows. Loyalty is created when brands help people solve problems and address their felt needs. The Church should be a clear leader in member and visitor experience as well as in people care. Remember that approximately a quarter of people are in crisis at any given moment in North America. We should be using digital tools to understand perceptions and needs to determine the most meaningful ways to serve.

Investing time can make a huge difference in the health of the local church and its ability to effectively build relationships with the community it serves. When we use our social influence to listen and ask simple questions like, “Are you okay?” or “How can I help?”, the intentionality behind our interactions becomes a powerful witnessing tool. Whether from a personal account or a ministry account, engaging in genuine conversations online is a means to live out Christ’s example of meeting people where they are and tending to their needs. We embody the spirit of the good Samaritan every time we respond to a cry for help. A 360° community care strategy is one that is driven by purposely reaching out to whoever we encounter online.

I believe that the next great awakening will be a digital one. We have the ability to preach and live out the gospel in view of millions of people, so let’s do it. We need every single one of us to commit to being a digital disciple within our sphere of social influence, using social media and digital tools as vehicles to reach out and care for God’s children.
click here for more on digital evangelism and discipleship

How to Create Opportunities for Prayer in the Digital Space

2/20/2020

 

Jamie Jean Schneider Domm

Digital Strategist, Social Media + Big Data, North American Division

How to Create Opportunities for Prayer in the Digital Space
I saw that every prayer which is sent up in faith from an honest heart will be heard of God and answered, and the one that sent up the petition will have the blessing when he needs it most, and it will often exceed his expectations. Not a prayer of a true saint is lost if sent up in faith from an honest heart. – Testimonies for the Church, volume 1, p. 121 
Even among the skeptical, there is a longing for someone to care enough to pray for us personally. Social media is a powerful tool for soliciting prayer requests and following up on those requests. Prayer can be just one “like,” comment, or message away. Online communication lowers the barrier to asking, making it easy for people to reach out when they can’t bring themselves to do it face to face.

I can personally attest to how sending recorded prayers can be a powerful way to minister to others. In the wake of a recent tragedy, I found myself asking, “What if we went beyond ‘thoughts and prayers’”? It happens all the time: a friend posts online that they lost a loved one or something else bad happened. We press the “like” button and carefully scroll over to the sad emoji. Then we type below “thoughts and prayers” or something similar.

We’re sincere about it, too. The person is in our thoughts, and we are praying for them. But we can take it one step further. What if they could hear us pray for them? It impacts people so much more when they hear someone petitioning God on their behalf. In times of crisis, they may not be able to answer the phone, or they may not want to talk to anyone. They can still hear us pray if we send audio recordings of our prayers. This can be done on most smart phones and messaging apps. It’s personal and intimate. That extra step that we take to invest in another can have a much more meaningful impact than the standard social media response.


Some additional ideas to use digital tools for prayer include:
  • Create digital groups for prayer (Facebook, What's App, Slack)
  • Host live video sessions weekly to take live prayer requests and pray for people live (YouTube, Instagram, Facebook, etc.)
  • Message prayer request contacts weekly to remind people that you're praying for them
  • Follow up by sending recorded audio prayers so they can hear you pray for them (or call, FaceTime, etc.)
  • Place ads to solicit prayer requests via Facebook messenger
  • Create weekly prayer posts and personally respond to every person who requests prayer
  • Send prayers and receive requests via Snapchat

Remember to keep track and follow up regularly. Being intentional will not only impact the lives of those you minister to, but will also strengthen your own belief in prayer as you witness it in action. You may not get updates from everyone, but be patient and persistent with all your digital discipleship and engagement efforts.

What Does Community in the Digital Space Look Like?

2/11/2020

 

Jamie Jean Schneider Domm

Digital Strategist, Social Media + Big Data, North American Division

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Gorgeous2God is an online ministry dedicated to the difficult issues that teenage girls face. The content is relevant, tackling issues and topics that many don’t feel comfortable talking about in church. As of the writing of this guide, the ministry has over 45,000 followers on social media, millions of impressions, and over 200,000 video views. These stats are great, but the real value in something like Gorgeous2God is not the number of likes; it’s in meeting a very real need and filling a spiritual void for our teens, who have challenges today that older generations didn’t have to face. The advent of the digital age has made navigating young adulthood more complicated, and youth are often left to deal with their problems alone. The need for this ministry is great.
The #gorgeous2god blog has given teen girls a place to search for answers to the challenging questions they face about love, life, health, and faith. I have met so many young girls who are hurting and looking for someone to listen—girls who are suicidal, becoming dependent on alcohol, or who have just shut down completely.

This was the reason we created the Confidential Q & A section of the blog: girls can write in anonymously about anything they are struggling with, and they are answered by a Christian counselor who can show them compassion and offer sound advice without judgment. 

—Erica Jones
Assistant Director of Women’s Ministries, North American Division
 
The confidential Q&A part of this ministry serves to create a support system, offering crisis help and community care management. It is the top-visited page on the website, and girls write in from all over on a range of topics, including self-harm, sexuality, loneliness, depression, anxiety, and relationships. When they have nobody they can trust or talk to, Gorgeous2God has given young girls a safe place for Christian guidance on real-life issues.

The impact of this ministry is felt through countless testimonials:

This [person’s question] resonated with me on a such a deep level. It's as if this question and response was written just for me. Please keep me in prayer, too, as I struggle with the same temptations.

“This post popped up on my feed at just the right time in my life. It's almost as if you knew my life exactly. Thank you for writing this. Truly, thank you.”


What if every church offered a safe place without judgment?

Too often, Christians wall themselves into a protective bubble and don’t know how to respond to the difficult realities people face daily. Unfortunately, the feedback that many teens receive feels like it’s coming from a position of moral superiority, leaving them feeling judged and isolated.
When we offer a place where people can share without fear of condemnation, where we listen more than we talk, where our advice stems from understanding and compassion rather than moral judgments, they find that the
Church—faith—is relevant.

— Erica Jones
Assistant Director of Women’s Ministries, North American Division

It’s a privilege and a great responsibility when people come to us for answers. It’s not just community members either. Church members are not immune to the struggles and temptations of life. Let’s give people a safe place to land by demonstrating Jesus’ love and compassion for them. The Church should be seen as a place for sinners to find community and help. This is what we should be known for.  


Pay attention to cries for help

As a church body, we need to pay attention to cries for help. Every individual has some social influence and can actively use this influence to improve the well-being of others. In a famous example, the actor Pete Davidson from Saturday Night Live (SNL) posted online: “I really don’t want to be on this Earth anymore.” This alarming post resulted in a spur of online messages, phone calls, and people showing up in person to check on him and provide encouragement. Not everyone is famous with millions of followers to analyze their every comment and post, but they are no less valuable to God. The Church body should be setting the example in this kind of community care. It’s not uncommon for people to post a cry for help online. If we use our sphere of digital influence to stay connected to our friends and community, we can be there when people need us by simply paying attention and taking action.

The following are two actual Instagram posts from a friend of mine, who normally shares only her social media best. These tipped me (and others) off that something was very wrong, and we were able to reach out to her in a timely manner to provide the necessary support. Because we had invested time in building a relationship with her in person and online, we recognized this radical departure in posting behavior as a warning sign.

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When you invest in building relationships, you can better recognize warning signs and know how to respond.
When a church member makes a cry for help online, is the Church body paying attention? We should work to extend the church experience beyond the confines of time and space in a building to an involved community that provides 24/7 support not only to members but also to our broader contacts. We are our brothers’ and sisters’ keepers. We must really listen and take time in a busy world. We must also go online with purpose, not just for amusement and to pass time. By being intentional, we can make meaningful and measurable differences in people's lives. To be effective, churches should cultivate and nurture healthy communities, both analog and digital, both within the church and in the community, thereby better positioning ourselves to provide a ministry of healing and broad networks of support.


Recommended action steps:
  • Pay attention
  • Notice changes in posting behavior and/or language
  • Take action/reach out (text, email, call, meet, etc.)
  • Ask questions; never assume
  • Assess the situation; determine causes and factors
  • Listen
  • Encourage and uplift
  • Pray for and with the person
  • Ask them, “what can I do to help?”
  • Continue to follow up week after week
  • Continue to assess the situation and find ways to help/encourage
  • Repeat as long as necessary
  • If the person is a victim of a crime, abuse, or other forms of violence, direct them immediately to the proper authorities and resources found here: https://www.enditnownorthamerica.org/get-help
  • If a person appears suicidal, direct them to the national suicide prevention center: https://suicidepreventionlifeline.org/

How does community building work in the digital space?

Community building in the digital space works in much the same way as in the physical world. Expert evangelists tell me that the most effective form of evangelism is friendship evangelism. Digital tools simply allow us to scale up friendship evangelism, but this takes getting out of our comfort zone and being intentional about interacting with people, paying attention, and following up in meaningful ways. This kind of outreach can involve every member of the Church, using the communication tools each individual feels the most comfortable with.

Scale up friendship evangelism by:
  • Being connected through social media and other digital tools
  • Learning more about people's lives through social media in addition to socializing in person
  • Taking the time to engage and show interest
  • Using digital tools to inform and invite friends to fellowship opportunities/events
  • Taking advantage of opportunities to serve people by better understanding their expressed needs, for example, help with moving, distress after loss of a loved one, etc.
  • Starting meaningful conversations
  • Listening more than you speak
  • Utilizing digital tools to follow up and stay in contact with people

Give them Community, Love, and Support

It all starts by connecting with the people you meet inside and outside the Church, understanding that not all online relationships have to remain in the digital space. The closer we get to people, the more involved we can be in their lives, and the more influence we can have. Our goal should be to take them from the digital experience to an in-person experience whenever possible. When we seek daily to serve and uplift others, our faith can have a real-world impact that is relevant to all ages.

According to The Knot, 19% of brides met their spouse online in 2017, making online dating an increasingly popular way to meet prospective partners. It's natural for us to first connect with people in the digital space before developing more meaningful relationships. The Church shouldn't shy away from this change in culture. Digital discipleship is an opportunity for those gifted in fellowship to build relationships and trust within the local community and beyond.
CLICK HERE FOR MORE ON DIGITAL EVANGELISM AND DISCIPLESHIP

What’s the Role of Engagers?

2/11/2020

 

Jamie Jean Schneider Domm

Digital Strategist, Social Media + Big Data, North American Division

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Being listened to is so close to being loved that most people cannot tell the difference.
​—David Oxberg

Engagers are at the front lines of mission and can serve as a powerful mechanism for community care. These empathetic individuals can operate within an organization or independently to engage in online conversations for the purpose of building meaningful relationships, understanding needs, and determining meaningful ways to serve others in both local and online communities.
​
Every opportunity to connect is an opportunity to advance the kingdom of God. Let’s not waste our digital influence. Social media and digital tools provide a unique opportunity for continuous people care that can enhance and strengthen the relationships you cultivate with church members as well as with the community your ministry serves.

Why do we need engagers?

​When we consider the roots of the ten leading causes of death (diagram below), we can see eight opportunities for the Church body to improve the well-being of others. These eight root causes—stress, a sense of meaningless existence, lack of information/education, anger and frustration, loneliness and social isolation, low self-esteem or self-worth, economic disparity, and helplessness and emotional despair—can be addressed through the corporate Church’s messages of hope and wholeness as well as the local church’s ability to directly meet the physical and emotional needs of people. 
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The Curious Case of Roseto, PA

​A real-life example of the potential impact of addressing these root causes can be found in the book Outliers by Malcolm Gladwell. He begins the book with the story of an Italian immigrant town in Pennsylvania, whose population was made up entirely of Italians from Roseto, Italy. Due to prejudice, it was common for Italian communities during the early to mid-1900s to develop separately from the general population. The people of Roseto, PA smoked heavily, 41% of their calories came from fat, and many struggled with obesity. Yet they were able to avoid the main causes of death. An extensive study was done of this community, and the secret wasn’t diet, exercise, genes, or location. In fact, extended family living elsewhere in the United States did not enjoy the same low rates of disease. 
There was no suicide, no alcoholism, no drug addiction, and very little crime. They didn't have anyone on welfare. Then we looked at peptic ulcers. They didn't have any of those either. These people were dying of old age. That's it.

Virtually no one under 55 had died of a heart attack or showed any signs of heart disease...death rate in Roseto was roughly half that of the US...the death rate from all causes...was 30–35% lower than expected. —Malcolm Gladwell, Outliers
My mother’s family is Sicilian, and I can personally attest to how extraordinary the health of this community was in comparison to that of other Italian-Americans. Italians in the United States tend to eat more meat, more dairy, fewer fresh vegetables, and less fruit than other Americans, and they favor white bread over whole grains; they also tend to suffer from chronic or severe heart issues. This is in sharp contrast to Italians living in Italy, whose health benefits greatly from a more plant-based, Mediterranean diet. However, growing up, we were taught to believe that Italians “just have bad hearts” and that we were genetically predisposed to have strokes and heart attacks. Recently, a man I had grown up with passed away suddenly at age 36. He appeared healthy, but his heart stopped while he was sleeping. Shock rippled through the Italian community followed by knowing nods of acceptance that it’s really not that uncommon among us. So, what is the difference between the Roseto community and the community I grew up in?
​
When the researchers looked beyond the individual and started looking at health in terms of the community, they found something fascinating. Extended family clans formed the foundation of the town’s social structure. Three generations lived under one roof, people stopped on the street and talked, neighbors took care of neighbors, grandparents were respected, and the people of Roseto were unified through church and civic engagement. 
...The Rosetans had created a powerful, protective social structure capable of insulating them from the pressures of the modern world. The Rosetans were healthy because of where they were from (paesani culture), because of the world they had created for themselves... —Malcolm Gladwell, Outliers
​In other words, they avoided illness because they had transported their communal, village way of living—embodied by the paesani culture of Italy—to their new home, whereas the Italian community of my childhood has become disconnected, individualized, and distant, only gathering together at the American Italian Society for major holidays. 
...the values of the world we inhabit and the people we surround ourselves with have a profound effect on who we are. —Malcolm Gladwell
​To live out our faith and mission in the modern world, we have to be counter-cultural by striving to build healthy communities and support systems. While family and community structures have broken down, the Church, with some effort, can rebuild some of what has been lost to meet the physical, emotional, and spiritual needs of people. While the world has changed, people, fundamentally, have not. We still need each other. Digital tools and technologies offer a way to build meaningful relationships in a busy modern world. This takes empathetic and intentional people who can use their digital influence to uplift and connect with others. 
CLICK HERE FOR MORE ON DIGITAL EVANGELISM AND DISCIPLESHIP

Basic Principles for Creating a Strong Social Media Post

2/11/2020

 

Jamie Jean Schneider Domm

Digital Strategist, Social Media + Big Data, North American Division

Basic Principles for Creating a Strong Social Media Post
While understanding your audience and developing a content strategy takes a lot of effort, constructing your social media posts is actually pretty straightforward and mostly formulaic. Once you have your content planned out and your target audience determined, there are basic principles to follow to maximize effectiveness across any channel. Even as the technology changes, these principles will largely stay the same. In this section we’ll cover how to create posts and write messages for social media that effectively communicate with and engage your target audience.


Main principles for creating a post (also applies to paid ads):
  • Get to the point & focus your message.
  • Less IS MORE (think snackable content).
  • Include a call-to-action (should reflect goals/objectives).
  • Include a link (so taking action is easy).
  • Limit text in images & use high quality images.
  • Video is king.
  • Use the lingo of the platform.
  • Be honest; no bait-and-switch.
  • Include captioning on videos and always provide context.
  • Tag relevant accounts. This increases your reach and encourages partners to share.
  • Use relevant hashtags.

Visit SDAdata.org/social-media-resources for a complete cheat sheet to writing for specific social media platforms.


Guidelines for choosing good visuals (also applies to paid ads):
  • Keep it visual; less text is more.
  • Optimize your images for each platform.
  • High quality (take your own or use stock images).
  • Consider the “Rule of Thirds.”
  • Invoke an emotional response/tell a story.
  • People are attracted to bright colors and group shots.
  • Keep a consistent look, brand, and color/font palette (see Branding for Ministry).
  • Be creative.
  • Use contrast to help your image stand out.
  • Keep it simple.

It’s okay if you don’t have a designer on your team to help you create compelling visuals. While proper Photoshop & design training is a valuable asset in communication and should be utilized if at all possible, you are not limited to bad graphics, even if your skillset or resources are limited. 

There are a lot of FREE or low-cost web-based tools out there like Canva with pre-made templates for social media images. If you’re short on high quality images, there are also stock photo resources available online where you can get professional images for free or very low cost.

When laying out your images and designs, utilize the “Rule of Thirds.” This guideline divides an image into nine equal parts. Important elements of the image are placed along (or near) intersecting lines. This helps create tension, energy, and increases interest.  
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Visit SDAdata.org/branding-image-design-resources for guidance on free and low-cost stock images, design tips, and branding guides. 

General Tips for Getting Your Social Media Posts Noticed

  • List posts perform wellThis content allows for a highly shareable headline for an article or video: “7 Ways to Reach Young Adults,” for example. People love that list posts are highly skimmable and offer clear takeaways. This is what we consider “snackable content.” Snackable content is short content that is easily understood, quickly consumed, and memorable.
  • Use “you” and “your” frequently.
    These words tell a person’s brain that this message is about them—which draws them in.
  • Enable your readers to envision a better life.
    If readers believe they will learn how to do something better, get an answer to that nagging question, or have their mind blown, they will be more likely to stop and pay attention, as well as share.
  • Slightly alter headlines for different channels.
    By reflecting the culture and expectations of each platform, you’re more likely to connect with your audience.
  • Tug at emotions. Validate people and let them know you’re here to help.
    Acknowledge your audience’s felt needs and tell them how your content addresses their situation. Create conversations, answer questions, solve problems, and address their pain points. Ask questions; even venture assumptions, such as “Feeling stuck?” or “Life is tough.” Then offer solutions. Do this without asking for anything in return. Build a relationship based on your service to the community. Refer to element 3 in the previous section on writing for online audiences.
  • Stay real and conversational.

When in doubt, write as though you are writing to a friend. Refer to element 2 in the previous section on writing for online audiences.


Example: Feeling defeated? Marriage is hard and you're struggling. We're here for you. Join us for a free seminar. Click here to register in advance and get a free book with 5 practical tips for improving your marriage. 

Guidelines for Choosing Hashtags

A hashtag is simply a way for people to search for posts on social media that have a common topic and to join or being a conversation. You may recognize it as the pound sign, or if you're a musician, a sharp sign. Hashtags can be used in many platforms such as Facebook, Twitter, and Instagram. When searching for hashtags on a particular platform, like Twitter, your results will only be pulled from Twitter. To see posts with the same hashtag on other platforms, you must search them separately. Instagram posts with the highest number of engagements have 11 or more hashtags attached.

The ability to create a collective conversation has made hashtags a vital tool for reaching and engaging audiences that share a particular interest. For maximum impact and reach, use a combination of three types of hashtags:
  • Popular. These are widely used or trending hashtags. You can find these in the trending section of Facebook and Twitter or use sites like trendsmap.com. Make sure your hashtags will actually yield results—sometimes people make up hashtags that are never searched, and therefore will not increase your reach. Instead, search for popular hashtags relevant to your post, and use them.
  • Niche hashtags. These hashtags are less common and tend to reach a targeted audience. For example, to reach the Adventist community you should use hashtags like: #Adventist, #SeventhdayAdventist, #NADadventist, #SDA, #SDAchurch and #HappySabbath.
  • Branded hashtags. These hashtags should be unique to your brand, not used by anyone else, and should reflect your message in less than 20 characters. Branded hashtags are a great way to reinforce your brand, start a themed conversation, and create a curated stock of content that tells your story. They also enable your audience to engage with you, contribute to the conversation, and become part of a collective story. #DigitalEvangelism and #enditnowNAD are examples of branded hashtag, and you can use them to engage directly with the ministries.
 
TIP: Hashtags aren’t used much on Facebook. The platform’s current search capability (as of 2020) isn’t polished and, often, relevant posts don’t show up when searched. It doesn’t necessarily hurt to add a couple hashtags on Facebook to help people understand what you’re talking about or reinforce branding. In general, take advantage of hashtags on Instagram and Twitter.
​
Download the Hashtag library to help with your hashtag strategy. 

Anatomy of a Strong Social Media Post

Use the following format to write a practice post for your ministry and brainstorm visuals. Follow this format for each platform the message will be posted to.
 
Message (Copy):
  • Teaser language (1-3 sentences):
    ______________________________________________________________________________
  • Call-to-action:
    ______________________________________________________________________________
  • Link:
    ______________________________________________________________________________
  • Relevant hashtags (if applicable for the platform):
    ______________________________________________________________________________
  • Relevant accounts to tag (if applicable for the platform):
    ______________________________________________________________________________

Visual/media: Use the following space to determine if your visual is well suited to your message and goals. (Applicable to either pictures or video.)
  • What mood or emotion are you trying to convey?
    ______________________________________________________________________________
  • What mood or emotion are you trying to evoke in your audience?
    ______________________________________________________________________________
    ______________________________________________________________________________
  • What story are you trying to tell?
    ______________________________________________________________________________
  • Is the message of the visual focused and clear?
    ______________________________________________________________________________
  • Does your chosen visual tell a story? What is it? Does that story align with your message?
    ______________________________________________________________________________
  • Does your chosen visual fit in with your overall look and branding?
    ______________________________________________________________________________
  • Will your visual stand out in the newsfeed, stopping the viewer from scrolling past your message? What can you do to make it stand out?
    ______________________________________________________________________________
  • Is the visual clear and easy to see on a small screen?
    ______________________________________________________________________________
  • Is the visual easy to understand without much context?
    ______________________________________________________________________________
  • Is text on the image or video easy to read on a small screen?
    ______________________________________________________________________________
  • Does the visual help inspire the viewer to take a specific action?
    ______________________________________________________________________________
Download the Creating Strong Social Media Posts Fillable Workbook
File Size: 1180 kb
File Type: pdf
Download File


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