Digital natives have grown up with technology that allows them not only to receive information whenever they need it, customized to their unique interest, but also to actively participate in communities by contributing ideas and feedback. As organizations continue to weave digital technology into the core strategy of their organizations, it's essential to examine how media like Twitter, Facebook and Instagram allow us move beyond simply sharing information in a digital format and into a community that is thriving based on connection, input and feedback from our entire community.

1. Igniting Participation:!
Developing Communities of Engagement
!
Carolyn Mae Kim, Ph.D., APR!
@CarolynMaeKim

3. Today’s Map
Social Media Landscape| Ministry [Digital] Communities | Applied Social Strategies

4. The Social Principle
“The fluid nature of social media is
designed for and sustained in
relationship through two-way
communication around topics of mutual
interest that is user generated,
created and driven.”

5. Source: Social Media Monica

6. Virtual Tribes
The Driving Motivation Behind Non-Geographically
Bound Communities

7. Identifying Tribes
• Natural groupings regarding
interests.
• People who are together due
to some event or activity.
• Consider segmentation based
on demographics,
membership, region, or
influence.

8. Potential Publics
Driven By: Entertainment | Information | Connection

9. New Community
Members

10. Millennial Generation

11. Influencers

12. Questions to Consider
What are the common values, opinions, beliefs or
behaviors that link the people in this audience?
What information or content would be most
meaningful to the people in this audience?
What does your ministry hope that this audience will
do as a result of interaction with your organization?
Does social media have the potential and capacity
to reach the needs of and objective for this audience?

13. Check-List - New Members
Common values, opinions, beliefs or behaviors:
New & less information than others in the
community.
What information is most meaningful:
How to connect, ways to plug in, and
introduction into the community.
What is your long-term goal:
Developing longer, deeper relationships.
Does social media fit this need:
The nature of online communities facilitates
these goals and needs.

14. Applied Strategy
Connecting and Engaging Communities

15. Building Conversations
• Customized and popular
hashtags
• Utilize across platforms
• Weave into live events
• Integrate onto physical media

16. The Power of Images
• Social content with images
experience much higher
engagement.
• Images allow for diffusion of
large amounts of content, use
of humor, and recaps from
events.

17. The Eye of A Camera: Video
• Best utilized in social spaces
in small amounts. Consider 6
second (vine) to 2 minutes for
Youtube.
• Behind the Scene, Day in the
Life, Q/A Answers, etc.
• Consider elements such as
audio and lighting.

18. Other Social Strategies
• Live Digital Engagement
(Twitter chats)
• Content Curating
• Exclusive Information
• Resource Delivery (white
papers, study guides, etc.)
• Community Highlighting

19. Key Quotes or Takeaways

20. Develop Ministry Hashtags

21. Develop Ministry Hashtags

22. Creative & Individualized Video

23. Creative & Individualized Video

24. Creative & Individualized Video

25. Create Content Around Community

26. Develop Content For Audience Needs

27. Facebook or LinkedIn Groups
• Connection for small groups,
ministry teams, short-term
missions, donors or
volunteers.
• Provide direct emails but also
group interaction and
engagement.
• Utilizes video, graphics and
text on a personalized
platform.

28. Build Conversations
• Put pre-made tweet(s) in the
bulletin for the week.
• Place the image for the week
in the announcement slides
(or use a vine) that can be re-
shared in Instagram, Twitter,
Facebook.
• Encourage the community to
interact—reject the pull to use
social media as a publicity
platform.

29. Engaged Videos
• Mid-week reflection on the
sermon from the pastor.
• Ministry update from the field
(or event) by participants.
• The story of those in the
community (donors, small
group leaders, choir
members, etc.).
• Be sure to keep it short!

30. Visual Resources

31. Tips to Engage & Monitor
• Hootsuite (free and paid)
• Individual Platforms (set alerts and push notifications
appropriately) (free)
• UberVu (Paid)
• Topsy (free and paid)
• Tagboard (paid)
• Keyhole.Co (paid)
• Social Mention (free)

32. Your Unique Flavor
Audience | Source | Channel

33. Audience
✓ Who are your specific
publics you hope to reach?!
✓ Are those publics active on
the general platforms you
are currently using? !
✓ What are the values/needs/
beliefs/behaviors of the
audience in mind?!
✓ What do you hope this
audience will do as a result
of your social media?

34. Source
✓ Who is the source of your
organization?!
✓ Do you have a leader (pastor,
CEO, director, etc.) who will
also be a public face?!
✓ Does your organization have
sub-sources (courses,
products, chapters, etc.) that
are providing information on
social media.!
✓ How do all these sources
interact with your specific
audiences?

35. Channel
✓ Not all platforms are equal.
There is no reason for you to
be on every platform.!
✓ Which platform is the correct
channel for you to deliver the
information to your audience?!
✓ Are there any platforms you
are using that you should
close down (or others that you
should add?!
✓ Carefully evaluate the analytics
of your platforms to determine
the most effective strategies.

36. Your Social Media Plan
1. Spell-out your goal: The overall reason your ministry wants to use
social media and how that relates to the overall purpose of your
ministry.
2. Identify your audiences: Be specific and understand their needs/
desires.
3. Create a SMART (specific, measurable, achievable, realistic and
timely) objective(s) for your audiences.
4. Develop strategies and tactics to support each objective. This is
where you marry the creative capabilities of a platform to the
unique values of your ministry.
5. Evaluate your social media efforts and adjust accordingly.

37. Questions?
Carolyn Mae Kim, Ph.D., APR!
@CarolynMaeKim
Carolyn.Kim@Biola.edu