Christian Media

If You Love Jesus, “Like” This Post

The title of this post is one of the dumbest, most worthless phrases I see in social media today. It’s a cheap, easy way to jack up your “likes” without offering any real substance whatsoever. I’m ranting, because I see it used way too often on the social media pages of churches, nonprofits, and ministries.

First – it’s puts the viewer in an awkward position: “What? Of course I love Jesus, so I must “like” it.”  But are you really engaging the viewer? Are they viewing your content, watching your videos, or participating in your online project?  Second – the social media directors at these organizations report these useless indicators to show leadership that their social media strategy (if you can call it that) is working.

Well it’s not working. “Liking” pages is one thing, “liking” stupid, cute, or trite sayings is something else entirely. Plus, there’s no real two way conversation happening. As communication and branding expert Dawn Nicole Baldwin says: “I think what’s important for most organizations to remember is that the heart of social media is being “social.” Is what you’re posting creating a conversation or just informing? Sharing information is okay but at the end of the day if you’re not engaging people in conversations, you’ve failed.”

Brian Boyd of Media Connect Partners puts it this way: “People calling themselves “Consultants” who use these methods to drum up interactions aren’t doing their clients any favors. I call it “shilling for likes.”  Often the image or “like this” request has absolutely no relation to the client at all. Furthermore, the people who engage the shill aren’t organically engaging the end client, therefore the actual ROI to the client will be negligible.  To report on your “success” in social media based on these tactics is unethical and lacks integrity.”

I’ll end with another quote from Dawn: “Social media is inherently social. If you don’t allow others into the conversation, you run the risk of being “that guy” we’ve all met at the party who won’t stop talking about himself.  People will avoid you.”

How about you?  Do you think these gimmicks actually create real interaction?

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