Given that BJS promotes New Media, here's good information for a church as it thinks about how it needs to expand into social media. This was found over on ChurchTechToday.com. This was obviously written for the business world and modified slightly, some of the points have "church" instead of "business":
It is one thing for the church to know about social media and tweet randomly or to post a link on your Facebook page, and a whole other thing for you to actually take the time to actually come up with a working strategy. Your church needs to understand that a target is necessary, goals are established to achieve, and everything is written down so that everyone involved is on the same page.
To make your church's own social media strategy, we came up with ten questions for you to answer as you put together your social media strategy and a brief description to further explain why we asked that question. Do not breeze past this part, this is what can make your social media process a success or a failure:
Social media is a great tool,but you need to know who you are and what you are going to be putting out there before you press forward with social media. Maybe you are investing too much in social media when you do not even know what the mission of your company is. Defining this is simply a good business practice.
If you know of others doing with social media, you may be able to incorporate better strategies and find new seasonal objectives for your social media accounts. Do the legwork and you will benefit from it.
The prep work for our strategy is done, now we need to write down how we can measure this success. Do you want your followers to go somewhere to buy something? Are you intended to have them see your blog? Or maybe you simply want us as followers to see how brilliant you are, great. Come up with at least five goals.
Simply saying that you want to get more viewers is not a good strategy. How many more? Wanting to get retweeted five times a week is okay, but being more specific by stating that you want to be retweeted five times a week of at least 1,000 new people is better.
If you are new to social media, do not expect to see your website blow up. At the same time, saying that you want fifty new people to see your website does not define if you want them to see an aspect of the website, your blog, or to interact with your featured products you are selling. Make sure your strategy is clear.
BONUS QUESTION: What challenges do you foresee with social media?
Will there be a learning curve for you or do you need to bring on a consultant to help define things for you? Are you committing too much time to this that it affects the product itself? Are you presenting a good brand?