Social Media Best Practices: Pastor’s Edition

Do Churches Need Social Media Accounts? 

In today's fast-paced digital world, having a social media presence for your church is not just beneficial – it's essential! Platforms like Instagram, Threads, and Facebook serve as digital front doors into the life of your church, helping people find their way into your community before they ever enter the physical church building. 

Just as websites served as online entryways in the past, social media now offers an unparalleled chance to engage, connect, and impact lives. Even if your church only manages to post once a week, the benefits of a strategic social media presence are undeniable. 

Do Pastors Need Social Media Accounts? 

Given this, it may be easy to assume that pastors should necessarily embrace the use of social media, too. After all, social media can be a powerful tool for pastors to connect with their congregations, extend their ministry’s reach, and offer spiritual guidance in a digital age. 

While I certainly think it is permissible and even sometimes beneficial for pastors to have social media, it definitely isn’t necessary. This viewpoint may feel somewhat countercultural in our influence-obsessed digital age, but it warrants some genuine consideration, especially given how easy it can be to fall into the trap of desiring popularity. 

Hear me on this: I’m a huge fan of social media. I use it daily to share, connect, and stay aware of current trends. But because I use social media so often, I also understand the potential challenges and pitfalls associated with the digital public square. I constantly keep these pitfalls in the forefront of my mind in order to master social media – rather than be mastered by it. 

With this in mind, I’ve put together a list of 6 social media best practices for pastors who wonder what their use of social media should look like in this digital age. If you do choose to engage in social media, these tips will help you navigate the complexities of the digital world with both grace and wisdom. 

6 Social Media Best Practices for Pastors

#1 Don't Feel Pressure to Overdo It With Platforms.

As of 2023, an impressive array of approximately 123 social media platforms exist, though not all are relevant or popular for churches and pastors. Navigating through this vast landscape can be overwhelming, making it crucial to discern which platforms are truly worth your time and effort. Based on my experience, I've found that focusing on one to three social media platforms that resonate with your congregation and align with your strengths is the most effective approach.

Are you good with words but not so good with video? Focus on Threads or Twitter. Is your congregation primarily on Facebook? Embrace it! Whatever platforms you choose, don’t feel pressure to do it all and to do it all well. No one says you have to be an expert on social media to be a pastor! Simply embrace social media as an opportunity to connect with congregants when they aren’t right in front of you. 

#2 Avoid the Numbers Game!

Just as it can be tempting to gauge the success of a Sunday morning solely based on the number of attendees, a similar trap exists when we become fixated with likes and follows on social media. 

But likes and follows make us feel good, and the more people who like and follow us, the more influence we have to spread the good news… right? 

Importantly, it can be dangerously easy to go from “I want people to like me so that they listen when I tell them about Jesus” to simply “I want people to like me.” Success on social media isn’t measured by how much influence you have or how much people like you. As Christians, our success is always measured by the purity of our hearts and how we steward what we have been given. Focus on creating meaningful content that encourages your followers rather than just chasing numbers! 

#3 Manage Your Social Media Use Like an Appetite. 

A friend once told me to manage my social media use like an appetite. Instead of gorging myself on an endless stream of information and notifications, I need to be honest with myself about how much input and output I can handle. This is great advice for pastors!

It's crucial for us to be mindful of what content we consume and how much time we spend on the platform. Overindulgence and mindless scrolling can lead to negativity or a skewed perspective. On the other hand, careful consumption of social media and appropriate boundaries surrounding our use of various platforms can benefit us. Managing your social media use like an appetite will help you stay connected without getting swept up in the digital world. 

#4 Build Relationships, Not Brands.

Navigating the world of social media can present a learning curve, especially for pastors who require assistance with technical aspects like capturing and uploading pictures and videos. Managing social media accounts also takes time – something that most pastors are short on. Recognizing these challenges, it’s understandable that some pastors choose to delegate the task of running their social media accounts to someone else.

If you find yourself in this situation, I highly encourage you to prioritize creating your own content whenever possible. Even if someone else is assisting with posting, it's crucial that you actively engage with what's being shared and not let someone else post random content just to boost your following. We must avoid falling into the trap of building a personal brand at the expense of authenticity.

As pastors, it's vital to maintain a direct connection with our audience by posting our own thoughts, experiences, and reflections. By sharing genuine content, we foster a deeper connection with our congregation and the wider community. This authenticity strengthens the trust and bond between us and those we serve, making our social media presence a genuine extension of our ministry. Let's remember that social media is a tool to connect with people on a personal level, not simply a platform for self-promotion.

#5 Respond with Grace. 

There's no denying that social media can be a minefield of differing opinions, criticism, and heated debates. The relative anonymity and distance created by the screen can sometimes lead to a lack of empathy and a tendency to respond impulsively without fully considering the impact of our words. It's easy to get caught up in the cycle of negative news, divisive discussions, and emotionally charged content.

However, as followers of Christ, we are called to approach social media with a different perspective. Instead of being drawn into the chaos, we can choose to be agents of peace and love in this virtual world. Responding to others with grace and understanding, even when faced with criticism or differing opinions, can be a powerful witness of Jesus’ love.

#6 Pray and Seek Guidance. 

This may seem obvious, but it is so easy to brush over! As believers, seeking God's guidance for our lives is a foundational aspect of our faith. We pray before making important decisions, navigating our work and family life, and serving in ministry. Why would we not do the same when it comes to engaging on social media? By inviting God into our online interactions, we can ensure that our presence on social media aligns with His heart, reflecting love, grace, and compassion to anyone we encounter. Before you post, pray. Before you comment, pray. A prayerful posture will help you engage the digital world in a healthy and Christ-like way!

Free Social Media Resources

Not sure what to post on your personal or church social media accounts? Breeze has put together a free social media bundle complete with scripture graphics and engagement posts to get you started! Check it out here!