Understanding Which Platforms to Use: Frequently Asked Questions
Q: We have no social media at all. Where do we start
A: Glad you asked! Consider your objective – who are you trying to reach and what do you hope to accomplish through social media platforms.
Will your social media focus on sharing news to parishioners of all ages (and maybe reach a few new people), try Facebook. If you want to showcase ministries and daily prayer items with short captions for quick announcements, then try Twitter. If you want to evangelize and minister to an audience of younger adults, check out Instagram. If you wish to design spiritual videos for parishioners to access and live stream events, then consider YouTube. It’s important to start slow. Master one platform at a time. One that suits your objectives. Knowing your parishioners and their needs speaks to Pope Francis’ call “to know one’s sheep.” |
Q: Who are you trying to reach?
Pew Research Center publishes yearly data on social media usage with a breakdown by age. For example, in 2019, 79% of 18-29 year old people, as well as 79% of 30-49 year old people use Facebook. That number drops slightly to 68% for people 50-64 and then to 46% for people 65 and older. Instagram sees a trend of being more used by younger people as 67% of people between 18-29 use Instagram, then the number falls slightly to 47% for 30-49 and then much lower for older ages groups. The Pew Research Center Social Media Fact Sheet provides more numbers to help understand which audiences use which platforms more readily.
Q: Which Platforms Should We Be Using?
A: Whichever platform your parishioners (current and prospective) are using the most. In most cases, Facebook is as necessary as a webpage. At the minimum, we recommend starting here. If your primary ministry is to young people, consider Instagram. If you’re running a Newman Center on a college campus, consider asking the students what channels they prefer.
Q: Should our separate parish ministries have different accounts?
A: Probably not, but it depends on how large and active your parish is. To make it worthwhile, you need a designated staff member to manage them. For example, many parish youth groups have their own Instagram with a link in their bio to the main ministry website. Many young adult and youth group pages were managed by volunteers in that age group, and have since run dormant as those volunteers aged out of those ministries.
Q: Speaking of that…how do we decide which new platforms to adopt?
A: Every time a new social media platform emerges, especially if you’re short on time, it’s best to wait for the channel to mature a little to better understand how it is used, who is using it, and if people are staying with it. For example, Snapchat was all the rage for a while, and now its numbers are dropping. Now the focus is on TikTok with its catchy video shorts.
It’s best to model your social media behavior on your ministries’ needs keeping in mind that you are witnesses to the Catholic faith and are missionary disciples of Christ.
It’s best to model your social media behavior on your ministries’ needs keeping in mind that you are witnesses to the Catholic faith and are missionary disciples of Christ.
Q: Is Facebook still a thing?
A: Yes, for business and organizations (such as parishes). It’s not the place to specifically reach teens and college students, but Millennials, Gen X, and Boomers are usually there – even if they don’t comment much. For more information about getting the most out of your Facebook page, click here.
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Q: Do I need a Twitter account?
A: If you are a bishop, a speaker, a news outlet, then yes. Twitter thrives on individuals. Diocesan accounts are a must. Individual parish accounts are rare and often dormant.
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Q: I want to start a social media account for our parish, but my pastor/other influential voice is worried that it will be a time-hog and unnecessary. How can I show them we need this?
A: Identify your current resources (e.g., staff, volunteers, the person/group responsible for post approvals, the method of communicating about postings). Establish social media outreach goals with these resources (e.g. monthly posts).
Q: I’m concerned that, especially in today’s climate, we’ll get a lot of angry comments. What should I do?
A: Be not afraid of vicious comments! Treat all who come to your page with courtesy and respect, even if they do not seem to extend the same grace to you. Social Media is one of the primary mission fields of the New Evangelization. Go out and announce the Good News! You can refer to the USCCB's Social Media Guidelines for best practices. If you do receive angry comments, try your best to respond with kindness, empathy, and understanding. If someone is being abusive, it is fine to hide the comment, delete it, or block them – but always err on the side of charity.
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