FRANKLIN — Social media no longer is confined to Generation Z, the generation born in the late 1990s or early 21st century, and it includes much more than Facebook.
What’s more, churches can no longer continue to ignore social media, says Samantha Bligh, events and social media coordinator for the Tennessee Baptist Mission Board.
“Social media is one of those unavoidable things today with the way technology has advanced,” Bligh affirmed.
Bligh was featured recently on the “Tennessee Golden Hour,” a podcast produced by the Tennessee Baptist Mission Board and hosted by TBMB staff members Matt Tullos and Beth Moore.
She noted that research shows that seven out of 10 adults in the United States use some form of social media, averaging about two-and-a-half hours daily on various social media platforms.
The average time for Generation Z is more than double, as they spend an average of four to six hours daily on social media, Bligh said.
Bligh
“If churches really want to connect with younger generations, it’s important to be on social media because that is where they spend the majority of their time.”
Popular social media platforms for Gen Zers include Instagram, YouTube, Twitter (X) and Tik Tok, Bligh said, adding that older generations still prefer Facebook.
She noted that for churches, social media, regardless of the platform, should drive people to their websites.
Social media platforms often limit the character count on written content or allow only 30 seconds of video or up to 10 photos, she noted. “On the church’s website, you can post as many photos or use as many words as you want,” she said.
Churches need to use social media to drive people to their website because there is more information there, Bligh added.
“Research indicates that 80 percent of potential churchgoers will go to your website before they ever darken your doorstep.”
That percentage is especially true for Gen Zers, affirmed Bligh who falls within that age group.
Bligh recalled that when she first moved to Nashville and began looking for a church home, she visited “a ton” of church social media platforms and websites. Among the things she searched for were statements of faith, clips of pastoral teachings to see if the church was theologically aligned with her beliefs, service times, activities that met her needs and schedule and more.
“When people go church shopping today they start on the website, so never neglect your website. It’s very important.”
As to what social media platforms are best for churches, she suggested to start with Facebook because it is one of the easiest to learn. It also is easy to form “groups” within Facebook for those who already attend and for new members so they can interact with each other online and connect without being in the church building.
“Facebook is definitely the platform I always recommend because the majority of adults and the majority of your church congregation already will be on Facebook.
“You can connect with who you already have first and then expand to other platforms that would reach people you do not have.”
Bligh also suggested that churches consider YouTube, one of the larger platforms, because they can post full sermons and other content there, as well as Instagram which is geared toward younger audiences.
The one platform she encouraged churches to avoid is Tik Tok: “It is very specific niche content. It is not for churches.”
Twitter or X can be beneficial but she suggested churches not have a Twitter account. The pastor, however, could have a personal Twitter account and post content such as the sermon he is going to preach or something similar.
When Bligh talks with church leaders about social media, she always stresses that “a church media account is not a personal media account. You cannot run them the same way.”
For example, she noted that on personal accounts, some people are more inclined to discuss politics. “Those discussions should be kept off church accounts. Your church needs to be a safe place for everyone to come into so that you can minister to them.
“If you take a stance on something, even if it is a personal stance, on your church’s social media account, the church now has taken that stance.”
Bligh invites church leaders to contact her about social media questions. “I love to help churches figure out what the best social media strategies will work best for them.” She can be reached at 615-371-7933 or sbligh@tnbaptist.org. B&R
