Program Highlights

• Our Health Check 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 Health Check

• The following are a few of the key learnings from the Health Check:
  • 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.