If you had to choose to devote your energy, your money and your ministry efforts to either Facebook, Twitter or Instagram, but you could only choose one, which would it be?
For most people there’s no contest. Facebook is the obvious choice.
After all, Facebook is the biggest social media platform in the world with by far the most active users. And unlike Twitter and Instagram which use the impersonal “Follow” terminology, Facebook prefers using the term “Friend.”
And Facebook is a place for families and friends to stay connected. It’s a place where people share ideas and share their lives. The Groups, Pages and Events features help build community.
For all of those reasons, choosing Facebook is a no-brainer, right?
And so you’d think it’s the perfect platform to invest your ministry into if you want to have a far-reaching impact, right?
That’s not true anymore.
Is it possible that a tool can become too big to be useful?
With Facebook sporting around 1.5 billion active users, the platform has been forced to set up limitations and restrictions on how users interact and engage.
And a lot of those limitations have frankly crippled the reach small ministries (and businesses) can have.
A gap has widened between big brands and big personalities on the one side (the “few”), and everyone else trying to have an impact on the other side (the “many”).
The many (us) see the potential (1.5 billion is a huge potential!), and we see the impact the “few” are having, and we want in on the action.
Here’s the problem: because Facebook is so big, their algorithm has neutered the level of organic reach your ministry page can have. On average only about 3% of the people who follow your Page will ever see your content. 3%, unless you pay.
The second problem is because big brands and big personalities have the ability to continually “boost” posts and ads, the cost to boost a post is being driven way up. Even when you use Facebook’s Power Editor, your budget is competing with the budgets of big brands and big personalities (and even big churches).
Now we know that from a ministry perspective we’re not in competition with other ministries (we’re working together for God’s Kingdom). But what good is it to invest time and money to reach people if you can’t actually reach people?
Here’s the moral of this cautionary tale: don’t be lulled in by Facebook’s size. Facebook may boast 1.5 billion active users. But what good is that if you can only ever connect to 300 of them and only reach about 30 to 90 people with a typical post?
By contrast Twitter currently boasts an active monthly user base of about 307 million. Sure it’s not quite a billion yet, but honestly at what point do those numbers really stop to matter? What if I told you that with Twitter you can grow your account into the thousands and reach hundreds of people every day?
Suddenly Facebook’s massive size becomes irrelevant to you because at the end of the day it does matter how big Facebook is. All that matters is how many people you can connect with, impact and influence.
And if those are the numbers that matter (and those are the numbers that matter to me), then isn’t it time to look beyond Facebook and start to prefer other social media platforms like Twitter and Instagram for your ministry?
Fortunately the question at the start of this article was just hypothetical.
We don’t have to choose only one platform. Facebook is still useful. Having a Page is great, especially if you want to pay to promote something big that you’re doing. Having a Group is a great way to connect and Events can still be useful (for now).
But if, in your daily grind, you want to reach and impact more people, if you want to have more visits to your website, inform more people of your events and inspire more people with your message, Twitter is a better place to put your energy.
Let’s put this into perspective.
The only time my Facebook Page grows is when I run an ad (which are not cheap anymore). But then if I want my followers to see my posts, I have to run another ad (essentially, I have to double-pay!).
So let’s take, for example the Facebook Page for my bookstore. It has grown rather well and quite steadily with above average organic reach.
Though the Page is only a year old it has almost 1,100 followers. That’s not a lot but it’s all relative to your business, ministry and demographic. In this case, I’m not reaching global. My target is one community. So that’s a decent growth for one year with few paid ads (I’m cheap).
But here’s where things begin to look really good. Posts on that Page get an average organic (non-paid) reach of 434. That’s a whopping 40% organic reach! Not bad considering the average organic reach a Facebook Page gets is between 3% to 6%.
Sounds good doesn’t it?
Well let’s compare that number to what’s been going on with my Twitter account.
In between May and October 2015 (just five months) I grew my account from 1,800 followers to more than 11,000 and I’m averaging an organic reach of 4.8 thousand every day.
Think about that:
- 1 year.
- 1,100 followers
- 434 average post reach (typically less than one post a day)
- 5 months.
- 11,000 followers
- 4,800 average daily reach
Now I want to be clear about something. I didn’t buy followers. Not only is that against Twitter’s user policy, but it’s just a terrible growth strategy. The reason is if you buy followers then you don’t have true followers. You won’t have people who are interested in your message. You’ll have no engagement, no clickthroughs to your site, no impact and no influence.
And that is completely counterproductive to your goal.
You need to be strategic with Twitter. You need to have a solid content strategy. You need a solid following strategy. You need to study your Twitter analytics and pay attention to the details of your Twitter profile page.
And the good news is, you can do this and have the same growth and impact I’m having with less than 15 minutes every other day.
Sweet deal, eh?
And I want to help you have the same level of growth, impact and influence I’m having with Twitter. So I went through the work creating a course that will walk you through a solid strategy (the same one I’m using) and introduce you to tools that will save you so much time and money so that you can maximize your impact and influence on Twitter.
So will you allow me to help you have a bigger reach and influence in your ministry?
If so, click the button below to check out my Twitter course. I’m so passionate about this because I’ve experienced so much success with frankly minimal effort and at a really low-cost.
Believe me, I’m too busy to spend any more than a few minutes a day intentionally growing my platforms. And I’m too cheap to throw money at Facebook all the time to get such a small return.
So click here to learn my about my Maximum Twitter Impact course.
Join my growing community of Christian platform builders and get this free ebook for Platform Builders.