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One of the great mistakes of the social media age is obsessing over metrics at the expense of ideas. There are so many digital tools today that analyze our posts on Facebook, Twitter, Instagram, and others that we’ve become mesmerized at numbers rather than impact. But wait – before you say “Numbers are impact” – let me explain:
I’m noticing the situation with many church, ministry and nonprofit communications teams who constantly remind the pastor or leader about the organization’s social media metrics. With great enthusiasm, they do their best to impress leadership with followers, engagements, and other positive stats.
People - Posts - Communications - Teams - Message
That’s nice, and don’t get me wrong – we do want people interacting and engaging with your posts. However, I’d also like to see more communications teams sweating the message.
Yes – it’s the pastor or leader’s job to come up with the message, and the communication team’s job to share and measure it....
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Hell sometimes looks an awful lot like an office cubicle.