CASE STUDY:

Diocese of Lansing

How the Diocese of Lansing took an in-depth look at their social media presence amidst a global pandemic.

Program Highlights

  • Our Audit took a meticulous look at the diocese’s previous year on social media, how they stacked up against their “competitors,” and what conversation was being discussed. 
  • Comparing 2019 and 2020 data and how the shifting digital priorities resulted in greater engagement and organic follower growth.
  • All data pointed to utilizing social media as a tool for evangelization, and not just a bulletin to reach those already engaged in the faith.

The Audit

  • The following are a few of the key learnings from the Audit:
    • The Diocese social channels have experienced a very recent surge in activity and engagement due mainly to the coronavirus. Video content, such as live streaming, Sacraments, blessings, etc., is the biggest contributor to reach, engagement, and follower increases, as well as the increase in posts.
    • Much of Lansing’s recent content, as that of competitors, is focusing on the Church “outside the walls.” The virus has forced dioceses to show the faith in action in a way uncommon to before. Dioceses tend to use digital channels as another “bulletin” instead of a way to build relationships with audiences. This is gathering new audiences instead of only affirming existing fans.
    • The coronavirus has made bishops more accessible in powerful ways through live masses streamed by the bishop and more daily messages. This must continue even after COVID-19 settles down. 
    • Make the diocese real, as the coronavirus has forced many organizations/companies to do. Focus on its people and faith. 
    • There is a lack of well-designed simple posts about what Catholics believe. This includes celebration of the saints.
    • Live video is an important tactic! 
    • The Abuse Scandals and COVID-19 are dominating coverage and conversation. Changing the conversation starts with unifying and amplifying a different topic.
    • Catholics do not feel equipped to evangelize.

The Opportunity

  • 40% neither agree nor disagree if the Church equips them to share their personal witness of faith.
  • Many feel unequipped but COVID-19 has changed and surfaced how a Diocese can evangelize on social media for the better!
    • Young people share more, feel more connected, and are the biggest social users.
    • Make the diocese a “person” with personality, creativity, and leadership.
    • Bring evangelization tools, such as hashtags, fundamentals of faith, and branding out of the Church and into the streets to ignite a united Catholic conversation and practice.

The Connection Plan

  • Goal: To equip young practicing Catholics in the Diocese and encourage evangelization efforts among them.
  • Strategy Statement: Promote the Truths of the faith and evangelization on Facebook, YouTube, and Instagram, equipping young Catholics in the Diocese to engage with the Diocese’s social media content and answer calls-to-action.

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