SOCIAL MEDIA The Approach Social Media is one of the fastest growing, most cost-effective tools available to reach the unreached. Someone might never want to step foot in a church, but through social media they can have a touch and connection with Bayside. We also reach thousands across the world through online sermons, articles, stories, and more! In the noisy world of social media, we seek to stand out by • We share stories. • We share faces and emotion. • We share quality- high quality photos and design. • We develop connections through fast response times, asking for prayer and getting people connected. Guidelines Signature Clear Space & Scale Usage File Types Iconography Color Typography Email Signature Photos Social Media Marketing Strategy Vendors providing meaningful story-driven content that will resonate with people, rather than competing with loud, ad-campaign style marketing. How do we do that? By developing connections to the story of Bayside and the heart behind it, so people become attached the church at its core. We learn about our audiences, and provide content that addresses their felt needs and questions. Guidelines: • If a photo has graphic design, the Bayside logo should be with it. • Photos with no graphic design should remain clear and unedited, without a logo. 14
THINGS TO PAY ATTENTION TO: SOCIAL MEDIA Content WHAT SHOULD WE BE POSTING? WHEN? AND HOW OFTEN? • What types of posts are people most responsive to? Videos? Photos? Testimonials? Articles? • How are they engaging? Are they simply “liking” We get these questions a lot, and so do the pros! Do a quick Google search and you’ll find that there are varying opinions, and most will say “it depends.” The simplest answer is: post as often as you have engaging, useful or entertaining content to share. The more detailed answer is: adhere to your own best tests and analysis of your social media engagement to shape your strategy for best success. these posts, are they sharing the posts, tagging their friends, or are they interacting with comments? • When are they most active? First thing in the morning? During their lunch breaks? Or do they engage more in social media in the evening after work? Guidelines Signature Clear Space & Scale Usage File Types Iconography Color Typography Email Signature Photos Social Media Marketing Strategy Contact Vendors 15 Understanding your audience and what truly resonates with them is vital to creating content that will have the most impact. • Facebook vs. Instagram: Know your audience and your platforms. Facebook is where content can quickly go viral: it’s easy for users to share content such as videos, articles, etc. Generally speaking, the Facebook audience is older adults who value connecting and interacting with their friends daily. Instagram, on the other hand, is an ideal platform for users to view captivating photos with very minimal text. In addition, the increasingly popular Instagram “story” feature is a great tool to show “reportive” types of videos and photos that stay online for just 24 hours. This allows the user to experience your story alongside you, without putting too much pressure on you to create “perfect” content. The Instagram audience tends to be a popular platform with the next generation of teens and millennials, and also the go-to platform for trending hashtags.