What's in this session?

  • Social media can still feel like a stab in the dark for too many churches. What's working? Why is it working? Why is it not working?
  • The single most important metric you should care about
  • Step #1: Engagement divided by reach
  • Step 2: Grade every post from the last 3 months
  • Step #3: Reverse engineer the good & the bad

Show notes and resources

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The Transcript

If social media still feels like a stab in the dark, in this video I’m going to share with you my three-step social media scoring system, a precise formula I use to determine what’s working and what’s not working with my social media efforts. Well, hey there, I’m Brady Shearer from ProChurchTools.com, helping you seize the 167 hours beyond your Sunday service. We publish new videos every single week, so make sure you hit the subscribe button below. And if you like this video, make sure you hit the like button as well. Determining what’s working and what’s not on social media doesn’t need to be a guessing game. It doesn’t feel to be a stab in the dark. But social media metrics can be tricky, right? We don’t yet have a reliable way to determine how many likes on a post equal a visitor to your church, how followers online translate to attendance in person. But don’t worry, because social media does allow us to track the most important metric that you and I should care about, attention. Attention is the most valuable commodity that your church can possess. Because before you can get anyone to visit you in person or follow you online or take any type of action that you want them to, you first need to get their attention. Knowing this, I’ve constructed a three-step social media scoring system to precisely pinpoint which of your posts are earning the most attention. Step one is the formula itself, engagement divided by reach. Every platform will give you access to these metrics, even if you do have to dig for them a bit. For instance, on Facebook, if you click on View Results and then head to the Audience and Engagement tab, you’ll be able to see a post’s reach and engagement. So to use this post as an example, it had a reach of 11,266 and 166 points of engagement. Using those data points and running them through our simple formula gives us an equation of 166 divided by 11,276, which gives us a score of 1.5. And this leads me to step two in our scoring system, because you’re probably thinking to yourself right now, a score of 1.5, is that good or bad? And truthfully, there is no standard that I keep for good or bad. It all comes down to looking at what your scores are currently and then working to improve them. This is what the second step in the scoring system is all about. Take inventory of every single post that you’ve published on a single social platform over the last three months and give them their score using our engagement divided by reach formula. Once you’ve completed that, arrange the posts in order. Put the highest performing posts at the top and the lowest performing posts at the bottom. And now it’s time to move on to the third and final step in our three-step scoring system. And step three, it’s all about identifying trends. Look particularly at your five best posts and your five worst posts. And try to spot any common characteristics or trends between them. For instance, look for commonalities when it comes to time of day that the posts were published, day of the week, type of media, was it a video or a photo or just text, the subject matter, the length of post, et cetera. And once you’ve done that, it becomes very, very simple. Do more of what is working, do less of what is not. Repeat this three-step scoring system every three months or so and adjust as necessary. Double down on what works and eliminate what doesn’t. If you liked this video, make sure you hit the like button below and definitely subscribe to the Pro Church Tools channel. We post new videos like this every week, helping your church seize the 167 hours beyond your Sunday service. If you’ve got questions or comments, leave those below. I’d love to hear from you. Thanks for watching and I’ll see you next time.

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