Effective Mobile Communication:
Getting the Most Out of Your Social Media

Presented by Michael Graves

In the June 8, 2016, Connect 360° Church Communication workshop, Michael Graves reviewed popular social media sites, their purpose and how to use them effectively.

Below are the topics and resources he presented in the workshop.

Download Workshop PDF

Michael Graves
Michael Graves, communication consultant, is a graduate of SMU, holds master’s from Candler School of Theology, interned with Bishop McKee in 2014.

Workshop Resources

© Michael Graves

Where We’re Going

The Importance of Narrative

the important of narrative

  • Narrative drives our interactions
  • Telling our story affirms our identity
  • Our ability to witness

Connect 360 Church Communication Workshops
Connect 360° Workshops

More Workshop Resources

See topics and resources from Making Great Videos on Your Phone presented by Wil Murphy on June 8, 2016:

Making Great Videos on Your Phone

Updated Toolbox

  • Social Media Apps
  • Layout for Instagram
  • Promotion on Facebook
  • Ads on multiple platforms
  • TweetDeck and HootSuite
  • Post scheduling

Download Toolbox PDF

NTC Social Media Sites Used in Examples

Facebook: facebook.com/bishopmckee
Instagram: @bishopmckee
Twitter @bishopmckee

Facebook: facebook.com/ntcumc
Instagram: @ntcumc
Twitter: @umcntc

Planning your content — it’s not an email!

Witness: Annual Conference 2016

  • Messages can be re-written for several social media platforms
  • Know what you want to say to your audience (what is most essential)
  • Attach a piece of media if you can
  • ALWAYS have an action item
  • ALWAYS make it conversational
  • Select your hashtags for SEO optimization

Isn’t every site the same?

social media logos

  • There are a number of social media sites you can use
  • Different purposes for different things
  • Guiding your messages can be difficult
  • Let’s break the top three down

Facebook Capabilities

Facebook logo

  • Multiple page ownership
  • Connectivity to Instagram, Twitter
  • Supports video and photos
  • In-App post scheduling
  • Live stream and video uploading
Facebook Fan Page screenshot

Facebook Fan Page

  • Simple, free way to create a space where members and visitors can gather information, share their stories with you
  • Filling out all information is key
  • Remember — this is the first time many may experience your organization; plan accordingly

Facebook Audience

  • Increasingly older audience
  • Use Facebook to curate their own news, post about things that are relevant to their own lives
  • Looking to engage in conversation


  • Posts can be longer, include more detail than other social media sites
  • Often should encourage conversation
  • Announcements, events, conversation

Promoting Posts

Promoting Facebook posts screencast 1Promoting Facebook posts screencast 2Promoting Facebook posts screencast 2

Facebook Examples

Facebook examples screencast 1Facebook examples screencast 2Facebook examples screencast 3

Twitter Capabilities

Twitter logo

  • Apps support multiple accounts
  • Short, sweet, to the point
  • Automatic link condensing
  • Supports video and photo
  • Made and used for conversation; best for realtime

Twitter Audience

  • Perhaps one of the most diverse of any social media, but more users are females, 45+
  • Interested in what’s happening NOW, not what happened 8 hours ago
  • Mostly used on mobile devices


  • 140 characters **Make Them Count!**
  • Hashtags used to follow conversations
  • Often best to include link to another site if the message is long
  • Be quick! Twitter is for on the fly posting

Twitter Examples

Twitter examples screencast 2Twitter examples screencast 3

Instagram Capabilities

Instagram logo

  • Real time video and movie capture within the app
  • Ability to make accounts private (don’t do this)
  • Posts can be longer, but not recommended
  • Hashtags drive conversation here, too

Instagram Audience

  • Much younger audience, used to sharing photos
  • Popular among the viral celebrities on the Internet


  • Keep your post concise
  • Driven by the photo or video you use
  • Photo tagging
  • Can inspire conversation but driven more by likes and views

Instagram Examples

Instagram examples screencast 1Instagram examples screencast 2Instagram examples screencast 3

Media Drives Visibility

 Media Drives Visibility example

  • Essential to include links, photos, videos with almost every message (except Twitter)
  • Quality of media counts
  • Tagging participants drives visibility, connection, conversation
  • People are more likely to watch a video or look at a photo than read a paragraph

Keeping Them There – Maximizing Your Conversations

 Keeping Them There – Maximizing Your Conversations
  • Consistent monitoring is important; trust me, people notice
  • Be prepared for multiple outcomes
  • Respond with thanks or an action the individual can take to resolve a conflict – don’t lose your temper; you represent an organization

Understanding Analytics

Understanding Analytics
  • Engagement defined as click-through, like, comment, video or photo view, new like or following
  • Facebook only app that does this inside the app
  • Can manually look at these statistics in the app and track them yourselves
  • Weekly to bi-weekly tracking of all platforms recommended

See Other Past Workshops and Resources Resources: Making Great Videos on Your Phone