Social media can help your ministry connect and grow in ways that aren’t possible in person. It’s available 24/7 and can reach a vastly larger audience than your Sunday morning congregation. However, it also comes with risks and responsibilities — making guidelines crucial.
Follow our guide to develop your church social media policy.
A social media policy proactively prevents problems, sets expectations and creates a consistent voice for your ministry. Consider the following essentials as you develop guidelines for your ministry.
This should align with your mission and vision. Specify who your audience is and what you aim to accomplish. Do you want to create more engagement among current members? Are you seeking to reach people who may be unaware of your church? Are you looking for a way to share news about events?
Each social media platform has its own demographics. Choose the platforms that are most relevant to your goals and target audience. Also, consider whether you’ll create different content per platform.
Your tone and style on social media will impact how others view your ministry. Determine the best fit, whether it’s a casual and conversational tone or a professional tone with expertise. Also, define if (and when) humor is appropriate.
No matter what tone you choose, always be respectful.
Creating categories on a social media calendar can help keep your goals in mind and generate ideas to fulfill your mission. Determine how often you plan to post (e.g., daily, weekly, bi-weekly). The calendar doesn’t have to be rigid — allow flexibility as needed.
As an example, a content calendar could look something like this:
Based on your goals and mission, you may choose to highlight some topics and avoid others. Will you post about national events, holidays, crises or politics? Will you promote other ministries or businesses?
Designate trusted individuals for the following responsibilities:
A hacked social media account or rogue post from a disgruntled employee could damage your ministry’s reputation. To maximize security, limit access to trusted individuals. Use strong passwords, determine how they’re created and designate where they’re stored. Also, monitor your accounts for unsuccessful login attempts.
Outline the consequences for violating the social media policy, including warnings and grounds for termination.
While you can certainly snap photos or take videos on the go, it’s also important to have a library of approved media. Outline a list of shots you’ll need over the next few weeks or months and dedicate a day to gathering this content yourself or coordinating a photo shoot if necessary.
If you are designing images rather than taking photos, select a design program or app to get pre-approved by your leadership. Make sure necessary individuals have access to your social media templates and brand standards so that your platforms have a consistent look.
Get written permission to post photographs and videos. Don’t mention names on prayer requests or share members’ personal information without consent.
Be especially cautious about protecting the confidentiality of minors. Always get written permission from parents or guardians to post photos or videos, and do not share personal details (e.g., names and locations).
Unfortunately, you can experience negative or inappropriate comments on social media. Determine the following guidelines:
Once your church social media policy is ready, train your staff and leadership team to make sure they understand the guidelines and their roles. Then, meet regularly to discuss changes in responsibilities or strategies.
What’s working and what isn’t? Evaluate your social media results to find out. Are people engaging with your posts? What types of posts get the most interaction? You can review analytics within your social media platform to get this data or use a social media management tool. Trends, audiences and goals can change over time, so adjust your strategy as needed.
GuideStone® advocates for churches in every season of ministry, whether you’re growing through social media, responding to an emergency, managing volunteers or establishing a church transportation policy. For more information, contact us at PCSalesSupport@GuideStone.org or (214) 720-2868, Monday through Thursday, from 7 a.m. to 4:30 p.m. CT and Friday, from 7 a.m. to 4 p.m. CT.
This article is for informational purposes only. It is not intended to be construed as legal advice. Readers should use this article as a tool, along with best judgment and any terms or conditions that apply, to determine appropriate policies and procedures for your church’s risk management program.
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