One of the most common questions with regards to implementing social media objectives at churches, nonprofits and associations is “Whose responsibility is it?”. Should the IT people do it? After all, they know how all this techy stuff works. What about marketing/communication? They are in control of our “messaging” and “branding”. What about the leaders in the organization? They should do it because they reflect the vision and heartbeat of the organization.
The truth is most social media experts will suggest that all staff members at your organization should have social media as part of his/her daily tasks. Social media should be used at all levels of the organization.
Earlier today, during the free M2Live webinar, Cynthia Ware (a well-respected church technology consultant) suggested that churches should appoint a Social Media Director. Someone that is responsible for laying out the plan for your church’s use of social media. I for one think this is a great idea! Here’s why:
- Every church should have a social media policy for their staff. This person is responsible for that.
- This person is also responsible for all social media strategy. What should Facebook be used for? What should it NOT be used for. Will you use Twitter? What is the PLAN? Who responds to ridiculous comments on your Facebook page? Should your pastor blog? What is a blog? Should someone wear a Hootsuite?
- All questions social media related are filtered through this person.
- This person is responsible for new trends and staying on top of the rapidly-changing landscape that is social media.
Should you hire or does your social media director already exist? What else am I missing? Why is hiring a social media a director a good idea? Why is it a bad idea?
Great post Matt.
Great questions too. I'd be less interested in hiring someone who understands "social media" (as we call it today), and more interested in hiring someone who just understands communications strategy. How to analyze a message, a medium and an audience and find the best way to put them all together.
Of course, that's strictly from a Church Communications point of view.
Someone who can come along side your "Shepherds" and help them use the tools for ministry could also be valuable.
(hey… thanks for the link too!)
Great point Carl. I agree that it should more about having someone understand the communication objectives that you have in place. Totally makes sense…the need to analyze a message, the medium and audience. That should go for any type of organization!
Thanks!
hrmm, I hope I understand this the way it was meant..
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