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Social Media Marketing

Social media adds value to brands for targets and allow marketers to communicate faster, more often, and with greater relevance. It increases recognition through sharing, provides more significant customer insights through interactions, and improves conversions by moving followers through the customer journey. 


The Challenge

Vertical Church hired me to take over their social media channels. The Church was only eight years old but struggled to interact and effectively utilize Instagram and Facebook for critical news, updates, and community life. Vertical's goals included revitalizing its digital community and creating an impact on social media with unique content that positively reflected its mission of "loving others toward God." 


The Approach

Being one of the youngest on the executive team, I invited our senior staff to understand the difference between Promotional and Relational social media use as a church. I wanted to begin on a wise foot, treating social media as a ministry, not just a way to promote the ministry. So, after a few meetings and content briefs, we developed social media campaigns to encourage dialogue in simple and meaningful ways.



The Vertical Life

A content campaign we launched in September 2021 was a progressive series of impact posts highlighting community life at Vertical Church. Our goal was to attract the residents and keep the existing community members engaged with Vertical Church throughout the week. Posting "photo dumps" on Facebook and carousel posts on Instagram was the initiative to increase awareness of Vertical. Published based on the event schedule of Facebook and Instagram, the campaign positively increased following and averaged engagement on both channels to 4.5%. 




"A person's life can be changed by the content they consume, in-person or online. The role of the Church is to share life-changing news. So, what better reason to design thoughtful and beautiful content than this."

The Double-Take

My work with Vertical Church was a 15-month commitment with many growth opportunities. Looking back, I would include an additional social media initiative on TikTok. The demographic is primarily millennials with young families and Gen X; TikTok is a high-traffic media platform with many areas for creativity and ways to approach ministry. 
The social strategy deployed in 2021 was promising and encouraged community life for the Church. With more consistency and another year, I would be excited to see how the Church makes a lasting impact in the digital world.

 
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