Archives For Social Media

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I was talking with a client recently who said something that felt like a cold glass of water on a hot Iowa summer day.

We were looking at a social media report from another agency and he said:

All these likes, retweets, reach metrics, whatever—they don’t mean anything. At the end of the day, it looks great, but how did it help us accomplish our goal?

He’s right.

Likes, hashtag reach, and even comments do a poor job at reflecting the true value of social. They make the content creator(s) feel good, but it’s a small step in the overall social media metric journey.

Truthfully, the metrics of social media deal with intangibles: Trust, Authority, Affinity, and Loyalty. These are squishy relational terms that defy categorization. But to get down to the real-deal-value of social, you need to be able to put numbers to online relationships.

We do this already, though. It’s not a new way of thinking. Think about it: when you go to a conference or a networking event, what’s the “metric” we use to evaluate if it was worth our time?

How many new relationships we formed. That’s what. How do we “measure” that? With business cards. That’s how.

Social media is no different. For instance, one of the ways we measure Trust with our clients is by looking at how many times their content gets shared on Facebook. More than likes or comments, a share signifies a different level of relationship a fan has with your business.

A share is a proactive recommendation of an organization’s content. The sharer says to his or her community, “I agree with what they are saying. I place my seal of approval with this content piece and, thereby, the issuer of the content.”

Essentially, when someone shares your content, they are saying they Trust you to speak for them. Wow. What an amazing privilege!

[Tweet “When someone shares your content, they are saying they trust you to speak for them.”]

A ginormous (technical term) relational dynamic (TRUST) wrapped up in that one little share on Facebook. Huge.

Oftentimes, determining the value of your social media content takes stepping back from the big picture (results) and asking, “when someone shares/likes/RTs/views our content, what does that mean from a relationship perspective?”

When you know the answer to those questions, well, that’s when things start to get fun.

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We need to start thinking differently about social media in our churches.

Social media has been vilified, championed, and everything in between in our churches, and with good reason. It’s new, and anything new–especially substantially new–is usually feared at first.

But I believe it’s time to start thinking (and talking) differently about social media in our churches. My guess is you feel this pain as well. With Facebook turning 10 recently, social is maturing. Our attitudes and approach to it must mature as well.

If you need a starting point for social media in your church, start with the following list. Print it out at and give it to your staff. Send it to your lead pastor. Let’s take a look at how we can start thinking differently about our churches and social media.

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Blog - 12-27-13

It’s all about MORE. Like it or not, when an organization decides to use social media, it’s to see an increase in something—money, attendees, sales, happiness.

Social media is an investment, which is why social media return on investment/ROI is the keyword we all love and know.

Recently, I was doing some online digging into social media ROI. The top result was an old post from my blog and it forced me to see how I haven’t been bringing up this side of social media enough recently, especially when it comes to my church friends and clients.

It’s a crucial discussion that churches need to be having, and it starts with the question: “How do we determine if we are being successful with our social media efforts?”

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