General Rules

This will vary according to the platform you are joining.  However, the following are generic guidelines to follow:

• Choosing a profile name:  If possible, use the same profile name across all your accounts so that it is easy for your community to find you wherever you are present.
• Login and contact details:  When creating a new social media account, use a general church email*, rather than a personal email, as the login and main contact details.
• *This rule does not apply to Facebook, where each editor or admin needs their own personal Facebook profile.
• First impressions count: The images and words you include on your profile or page will give a lasting impression on your community. Use words and phrases which make everyone feel welcome, avoiding churchy phrases, accompanied by friendly images, to give the best first impression.
• Sharing the new account: Once set up, share the news with your community. Talk about it during services and events, and update your website and newsletters with the link.
• Keep it up to date: Posting at least once a week will keep your profiles and pages looking fresh and the church open.

• Keep your accounts secure - ensure more than one person has access, delete account holders when they are no longer active, and change your password regularly.

   

Choices of Social Media channels

There are many!  The most important thing is to be practical about your choices.  You need to be able to ensure you can post consistently, and it's time consuming.  Then consider who you are wanting to engage with - where are your community?  Another top tip is to try not to be swayed by what you think you should be doing.  For example, TikTok is all the rage as we write this, and is excellent for some audiences and some purposes (eg shopping for young people), but also bear in mind that you need to get the tone right and post very regularly in order for it to be successful.  Here are some descriptions andpointers about other popular channels:

A Facebook Page is a public profile created for businesses, brands, organizations, and public figures to connect with an audience on Facebook. Unlike personal profiles, Pages let you share updates, photos, videos, and events with followers, run targeted ads, and access detailed analytics through tools like Meta Business Suite. They also offer features such as call-to-action buttons, messaging, and reviews, making them a powerful hub for building an online presence, engaging with customers, and growing your brand.

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An Instagram Business or Creator Account is a professional profile designed for brands, businesses, influencers, and public figures to showcase their work and connect with audiences on Instagram. It offers tools to share photos, videos, Stories, and Reels, while providing features like call-to-action buttons, contact information, and direct messaging. With built-in insights and advertising options, these accounts help you track performance, reach new audiences, and grow your presence through visually engaging content and interactive community building.

A Threads profile is a public or private space connected to your Instagram account, designed for sharing short text posts, photos, videos, and links in a more conversational, real-time format. Created by Meta as a companion to Instagram, Threads focuses on community discussions and quick updates, allowing you to follow, reply to, and interact with others without the algorithm-heavy feed of traditional social platforms. It’s a space to build authentic connections, join trending conversations, and grow your audience through casual yet engaging content.

Further support (external sites)

How often to post on your church’s social media channels

How your church could use TikTok to reach young people

How to get started with a scheduling tool: Meta Business Suite (Facebook and Instagram)

Making your church social media more accessible