Most of us recognize that social media is an effective tool and means of communication in student ministry. But we should also critically think through how and why we use it. Social media is a powerful tool that we can leverage but if we don’t have a plan or target for the intent and purpose of it, we are simply using an effective tool in an ineffective way. Today, I want to share a few things that you should think through as you utilize social media to equip, empower, and disciple your students.

Know your purpose for using social media.

It is easy to simply jump on the social media bandwagon because everyone else is using it in student ministry. But how and why each ministry uses social media is different. Some use it to simply put out content that is engaging. Others use it to communicate information. Some will use it to evangelize or disciple people. Still others use it to highlight their ministry, students, leaders, or families. What is your purpose, or your ministry’s purpose, in using social media? Once you answer that question you can begin building effective social media content for your audience.

Think through which apps you will use.

As you begin thinking about how to utilize social media effectively, you must think about which apps or social media channels you will use and why. Think through which age demographics are using which social media platforms. Consider who your primary audience is on each platform. Think about whether the social media you are using is going to be effective for your purpose. Also, read through the background and user agreement for the apps or platforms you are using. Some social media platforms were built for nefarious purposes and their desire is actually completely anti-student ministry. As you dig into these factors and engage with them, it will help you choose which apps to utilize and think about how and why you are using them.

Have a social media posting schedule.

Having consistent times to post and share content is hugely important. It affords you a timetable of when you post, it allows you to shape what is posted and when, and it allows your people to know and follow your schedule. It could be as simple as choosing a day or two to share posts that encourage engagement, it could be a day set aside for a weekly devotion, it could be reminders for programming, or it could be a weekly post highlighting leaders or students. Once you have a schedule figured out, make sure to communicate that with your teams, your students, and with families. This then affords you an opportunity to share what and why you are posting and to help curate buy-in to the ministry.

Post at appropriate times.

As you begin thinking about what you are posting, it is important to think about when you are posting. As simple as it seems, knowing what time of day and what days to post various content is highly important. Posting content for your audience means knowing when your audience is most inclined to view that content. If you’re posting on a school day for students it wouldn’t be prudent to post at 10 a.m. when they are in class. The same could be said for knowing when and what to post for parents; posting during a work day may not be prudent but posting once they are home would be.

Leverage your content to reflect your vision.

This is a big piece of utilizing social media well: use your platform to share your vision and the heart of your ministry. Whenever you post to social media make sure the vision and heart of your ministry is clear. This is true not just in the words you share but your photos and videos should communicate that as well. If your vision is focused discipleship communities and not large events, it would be prudent for your images to reflect that. So think through what your are sharing how it can best represent and reflect your vision well.

Incorporate photos and stories of your people.

One of the best ways to utilize social media well is using photos of your people. When you take photos of your students, leaders, or families and share them, it brings attention to your ministry and drives engagements up. People want to see what is happening and be invested in the important parts of your ministry; and your people are just that. So include photos and stories that share what God is doing and allow that to drive engagement on your social media platforms.

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