Skills Needed to be Effective on Facebook Pages

Can just anyone effectively manage, that is, create and post content on your parish/ministry Facebook Page? I am sure that a number of people think the answer is “yes” with a few caveats such as someone already on Facebook who belongs to the parish or ministry and is willing to do it. Even though these are important, more is required if we are using the criteria of “effectively.”

What do I mean by “effectively?” I am looking for someone who can “minister” to the parish and ministry Facebook audiences in a way that is authentic, engaging and enriching. That requires a mindset of service based on:

1. Knowledge and understanding of the interests of the parish/ministry audiences—mostly members, but some non-members as well.
2. A desire to enrich their lives and grow their faith through information and inspiration
3. A desire to share the best of the community and its mission and the self-discipline to keep that focus, a desire to uplift the readers and make them smile
4. A knowledge of how Facebook Pages work which is different from an individual’s Facebook profile
5. A sense of responsibility for regularly communicating through Facebook—a minimum of twice a week

With that fundamental mindset in place, the ideal (again in my opinion) parish/ministry Facebook manager needs:

1. Basic written communication skills: clarity in writing succinctly and an instinct for the stories and messages that keep followers interested.
2. A commitment to “timeliness” in posts—an ability to generate posts in as near to “real-time” as possible. When it comes to events, this often means that the manager has to be there, take the pictures and write the description. As many times as I have tried to get people from committees or organizations to provide photos and descriptions right after the event, usually it does not happen that way. In the social media world—a week or more later is really “old news.” The most interest comes immediately after the event. Those also get the most views, comments and shares.  
3. An eye for the most appropriate images to accompany the posts and the integrity to post people’s photos only with permission and to always observe copyright rules.
4. Knowledge and a willingness to learn more about how to be effective on Facebook. Soon enough the manager will see which posts generate the most interest and which do not and learn from that.

Naturally parish/ministry leaders will have content they want posted. Sometimes, the manager will have to edit that content, because not everyone knows how to communicate on Facebook. The manager will need to explain respectfully their edits to those who submit content. Most people are happy that you do it.

Does every Facebook Page manager have all these skills at the beginning? Not usually. But if the person has a good sense of social media as ministry, a desire to represent the parish/ministry well, to serve the audiences well, and basic writing skills, he/she will get there in time. Today, Facebook ministry is most often a “learn as you go” ministry. A willingness to learn is a great starting point.

Can a team of people post to a parish/ministry Facebook Page? Yes, as long as each member has the same mindset and commitment to service.

Did I miss anything? Please tell us below.