The Key to Making Your Voice Known on Social Media: Social Listening

My inbox delivered some not-so-happy news this morning, sharing statistics on the historical decline in church attendance and its correlation with a rise in loneliness, depression and anxiety, especially among young people. This isn’t new news; we see it all around us and wonder, How can I help?

At the center of every faith writer’s heart is a passionate belief in God’s promises, His love for us, and a divine purpose to see what “should be” come to be. When faced with daily dilemmas and worldly woes, we must resist the temptation to wallow and worry. Instead, we pray and look for opportunities to be part of God’s solution to the problem.

People are looking for love in all the wrong places and expect social media to be a substitute for community. According to statistics, their online experiences make them feel worse, not better. Here’s our window of opportunity: They’re already going to the trough, and all we have to do is meet them there!

Simply posting content won’t cut it in the ever-evolving social media landscape. An effective online ministry begins with social media personalization. People want to be seen and heard. They want to feel like they are a priority. To make that a reality, you must truly understand your audience, which requires far more listening than talking.

Social listening is the practice of monitoring social media platforms for relevant keywords. Tapping into the right conversations helps identify your target audience’s felt needs, desires and pain points. It allows you to share your content through real-time conversations — the key to cultivating authentic relationships.

Social media listening and personalization require time investment, accountability, and the same respect you’d show your closest friends. Here are five steps to help you put social media listening into practice and stand out on social media as a voice that delivers godly encouragement and friendship:

1. Maximize real estate for your images, switch from square to portrait, and keep the text 3-7 words. Your image is a billboard prompting them to read your caption. You don’t give your message away; think of it as an appetizer stimulating the appetite for the main dish.
2. Set a regular cadence with your posting schedule, showing you are dependable. Always choose consistency over quantity.
3. List keywords that describe your voice and message as a Christian communicator. Pick the top four or five keywords your audience would use to search for content and sprinkle them throughout your conversations, captions, and videos.
4. Create evergreen content — SEO content that is continually relevant and “fresh” for your audience. Examples include checklists, Q&A, resources, “how-tos,” etc.
5. Close posts with unique calls to action that will prompt feedback on felt needs, where you are meeting them, and where you can improve. This or that, add yours, and fill in the blanks are always an excellent place to start. Be sure to respond; an actionable response to what you hear inspires and turns followers into fans!

Most importantly, be you! Your most impactful writing will always come from the Holy Spirit within you. This quote from Andy Stanley states this point beautifully, “Your uniqueness and individuality will reach its pinnacle in the context of your pursuit of God’s plan for your life.”Blessings,

Kelly Kirby Worley

Are you currently using social listening and keywords to tap into your audience’s needs? I’d love to know the No. 1 keyword you think your audience would use to search for content. Please share in the comments!