Social Media Impact - Embrace Faith


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Social networking sites provide a powerful means of direct engagement and communication with targeted audiences. Brent S. Gambill of Martin-Wilbourn Partners, a social media marketing expert, spoke Thursday at the 2013 Baptist Communicators Association workshop on the benefits of social media outreach to Christian communicators and ministry organizations. View the SlideShare presentation to learn about the current state of social media, and how any organization can take advantage of these communication channels to greatly extend the reach of marketing initiatives.

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Social Media Impact - Embrace Faith

  1. 1. Social Media Impact Embrace Faith
  2. 2. Social Media Users• Facebook: 1 billion users• Twitter: 500 million users• Google+: 400 million users• LinkedIn: 200 million users• Instagram: 100 million users• Pinterest: 1 million users
  3. 3. 2012 Social Media Minute• Facebook: – 1.68 million posts – 684,478 pieces of content shared• 100,000 tweets were sent• 72 hours of video uploaded to YouTube• 3,472 check-ins on FourSquare• 120 new members on LinkedIn
  4. 4. Social Media Demographics• 67% of Internet users on social media• Gender – 71% of Women – 62% of Men• Women use social media 9% more than men do.
  5. 5. Social Media Demographics• Age – 83% of 18-29 year olds – 77% of 30-49 – 52% of 50-64 – 32% of 65+• 2012 saw the first drop in social media activity.
  6. 6. Social Media Demographics
  7. 7. Social Media Demographics• Ethnicity – 72% Hispanic – 68% African-American – 65% Caucasian• Population – 72% of Urban Areas – 67% of Suburban – 61% of Rural
  8. 8. Social Media Demographics• Household Income – 72% making >$30k are on social media – 65% of $30-$49k – 66% of $50-$74k – 66% of $75k+
  9. 9. Facebook• 1 in 7 humans are on Facebook• Users spend 10.5 billion minutes daily• 500 million Likes per day• 250 million photos added daily• 1 out of every 7 minutes online is on Facebook• 50% of smartphone users connect every hour of every day• Jesus Daily on Facebook has over 17 million Likes
  10. 10. Twitter• Twitter has more than 500 million users• 120,000 tweets are posted every second• 340 million tweets are posted per day• 1 million new accounts are created daily• 43% of Americans are exposed to tweets from traditional media• 53% of users have recommended companies and products on Twitter
  11. 11. Other Social Networks• Pinterest is now the third most popular social network (79% female, 21% male)• LinkedIn is the top professional social network in the world• YouTube has over 4 billion hours of video watched each month• Google +1 button is used more than 5 billion times per day to share content• Instagram has had over one billion photos uploaded
  12. 12. Mobile• Out of 6 billion people on the planet, 4.8 billion have a mobile device – Only 4.2 billion have a toothbrush• Individuals interact with their mobiles an average of 40 to 80 times per day• 91% of mobile Internet access is for social activities• Mobile users spend 161 million minutes per month on social media
  13. 13. Religion on Social Media• Top social networks for churches: – Facebook – Twitter – Google+• 46% believe social media is their most effective tool for outreach• 74% of churches do not have a paid staff member dedicated to social mediaBuzzPlant Survey, 2012
  14. 14. Religion on Social Media• Recent survey revealed social media users are more willing to share “brands they like” than their “religious affiliation” – Religion: “Yes” Men 63% Women 60% – Brands: “Like” Men 79% Women 76%uSamp Survey, March 2013
  15. 15. Religion on Social Media• 50% of Americans do not describe their religious beliefs on Facebook• 20% of Americans list their religious identity as “Christian” – 9% Catholic – 8% Protestant denomination – 6% Something else – 4% Athiest, Agnostic, etc.Credit: Public Religion Research Institute Study, July 2012
  16. 16. Religion on Social Media• Only 11% of Americans attending church services post on their personal social media about being in church• 10% of Americans have used a cell phone to take pictures or record video during worship• 7% of Americans have read or sent email during religious servicesCredit: Public Religion Research Institute Study, July 2012
  17. 17. Religion on Social Media• 5% of Americans Like or follow a religious or spiritual leader on Facebook or Twitter• 13% of Americans say they have downloaded a podcast of a sermon or listened to a sermon onlineCredit: Public Religion Research Institute Study, July 2012
  18. 18. Religion on Social MediaReligious experience is changing foryounger Americans (age 18-34)• 9% of younger Americans follow a religious or spiritual leader• 10% of younger Americans have joined a religious or spiritual group on Facebook• 35+ are at 1% in both categoriesCredit: Public Religion Research Institute Study, July 2012
  19. 19. Religion on Social Media• 40% of younger Americans say that their church uses multimedia during services• 22% of younger Americans report their religious leader uses Twitter &Facebook regularly• 26% of younger Americans say that their place of worship encourages their activity on social mediaCredit: Public Religion Research Institute Study, July 2012
  20. 20. Religion on Social Media• What is next for social media and religion? – Follow business social media trends – Inspire, Inspire, Inspire – Join the conversation – Invite social interaction – Become trendsetters
  21. 21. Social Media Trends• Real-Time Marketing – Use religiously affiliated social media pages to join national conversations during major events and tragedies – Be present 24-7 on social media – Connect to your audience
  22. 22. Social Media Trends• #PrayforBoston – Top Trend on Twitter Monday – One of most shared items on Twitter and Facebook was a quote from Presbyterian minister and beloved children’s show host Fred Rogers
  23. 23. Social Media Trends
  24. 24. Social Media Trends• Hashtag Marketing – A hashtag is a ”tag” used to categorize tweets according to topics – To add a hashtag, you preface the relevant term(s) with the pound sign (#) – Hashtags are active on Twitter, Google+, Instagram, Tumblr and Tout • Reportedly coming soon to Facebook
  25. 25. Social Media Trends• Businesses use hashtags to increase brand awareness, stir up social media conversation and elicit user-generated content – Faith-based organizations should follow – Popular hashtags: #Jesus, #God, #Church, #Prayer, #Bible, #Spirituality, #TheBible
  26. 26. Social Media Trends
  27. 27. Social Media Trends• Use sparingly & respectfully• Search a hashtag before using it• Excessive use causes annoyance, confusion or frustration• Use hashtags when it adds value, not on every word in a post• Create an official hashtag
  28. 28. Social Media Trends
  29. 29. Social Media Trends
  30. 30. Social Media Trends• Original Content – From websites to blogs to social media, original content is key • Blogs/Articles • High-Quality Graphics • Videos (YouTube Channel) • SEO Implications
  31. 31. Social Media Trends• Location Based Services (LBS) – FourSquare is the top location based social network – The network uses GPS hardware in a mobile device to “check-in” at locations where messages and discounts can be communicated – LBS provides another opportunity for ministers to connect
  32. 32. Social Media Trends• Event Promotion – Social media has changed marketing, but event promotion has also changed – Facebook Events is an excellent tool for churches to invite and promote activities virally and reach more people
  33. 33. Social Media Trends• Engage – Communicate with users who engage – Negative posts will happen • Customer service is #1 • Respond. Be personable. Be polite. • Next step is to move to phone or email contact – Connect to others
  34. 34. Social Media Trends• Embrace Faith – Encourage all staffers to be active on social media – Share your faith online just as you would in-person – Social storytelling is a powerful tool
  35. 35. Martin-Wilbourn Partners• Follow me at @BrentSGambill• Follow us at @MWPartners• Website:• Blog:• Full Presentation Available at