Last week, Facebook announced it was returning to the reasons why they created Facebook. Many times, the church congregations leave the marketing of their church to their overworked and underfunded church staff. Most church staff have their tech people doing double duty. This means, their social media accounts sometimes suffer. One of the biggest complaints from church staff is the lack of participation in online postings from their congregation.
- No photos of events from ministry leaders.
- No sharing of church Facebook posts.
- No tagging of church when conversations are happening about a church post.
- Reactions only on Facebook, but no meaningful comments.
“There will be less video,” Adam Mosseri, Facebook’s vice-president in charge of news feed, told Wired magazine. ‘Video is an important part of the ecosystem. It’s been consistently growing. But it’s more passive in nature. There’s less conversation on videos. And pages about people and businesses will have less priority. There will be less content from professional pages,’ said Mosseri.” (quoted from here)
While page content, Mosseri says, will change a little, he still considers it an important part of their ecosystem. Zuckerberg’s announcement about the changes says he seeks to change how people interact on his platform. He is right when he says that people have become passive in their contributions online. Many other pluses have gone into effect, like snoozing people for 30 days rather than unfriending them. In this diverse and polarizing political atmosphere, the snooze button will be used a lot making room for relationship building conversations and a more personal news feed. This change is good for the church.
This means the church body can no longer ignore Facebook or put all the responsibility of outreach and marketing on their church staff. This means the church congregations have an opportunity to become part of the church’s creative efforts to reach the unchurched and unreached online. With training, your congregation can make an impact so that what Facebook does has little impact on a church’s Facebook page.