The following is an article I wrote for one of my denomination’s publications. I have permission to republish it here for you all.

A lot of different social media websites have popped up in the past couple years: YouTube, Facebook, MySpace, Flickr, Twitter, Virb, LinkedIn, MetaCafe, DeviantArt, Friendster, Ping.fm, Orkut, Tumblr, and a whole lot more. As if that wasn’t enough, just as many communication services are being developed online, too, like Google’s soon-to-be-released Voice and Wave services. It’s almost impossible to keep up with it all!

So where can your ministry communicate online without hiring someone full-time to oversee all the possibilities? These communication methods can be highly effective and can greatly enhance your ministry in so many ways, but the options can definitely be a bit overwhelming. Here are some tips that might help you in determining what communication method is best for your church.

1. Determine who your primary audience is for the info you want to communicate.
Different audiences look for information in difference places. For example, people who are new to your neighborhood probably are not going to search Twitter or Facebook for your church’s information. They will typically go to Google and search for your town’s name and “churches,” hoping to find some helpful local church websites. Thus, the information on your church’s website should be geared primarily toward newcomers and first-time visitors, not necessarily to church members.

To communicate with people inside your church, though, it is important to first know how they communicate. Is it by Facebook? Email? Text messaging? Twitter? If you have a lot of church members who are active on Facebook, then creating a Facebook Page (not a Facebook group) may be a great direction for you to go. If only a few members are on Twitter, than do not worry about jumping on board there.

2. If you choose to use social media, put someone in charge of it who knows how to use it.
Whatever social media you use, never put someone in charge of it that’s mostly clueless about how it works. Every network has unwritten etiquette rules that should be followed in order to be respected. Don’t let that scare you from using it, just put someone in charge who is familiar with the territory. Or, enter it yourself as a personal user for a little while before pulling your church into it.

3. Understand that it may be necessary to train the congregation to use your new forms of communication.
If you continue to add new methods of communicating and never eliminate old ones, you’ll eventually become overwhelmed with distributing the same info in too many places. It is more effective to be focused in a few methods rather than spreading yourself out among many methods. That means when communication methods shift, you may have to do a lot of re-training so people know where to look. Even if you start putting church information on your Facebook page and active Facebook users become fans, that does not mean those fans will remember to go to the Page Updates and find information. You may have to train people regardless of how active they are on the social network you church uses.

Also be prepared for the vocal minority to share their opinion about the shifts in how your ministry communicates. There may be those who resist the change and will give many valid reasons why abandoning the older method is a bad idea, so you’ll have to determine ahead of time if the time and energy you put into the old method is worth continuing it for those who use it.

4. Always evaluate what works best.
Just because 100% of your congregation frequently uses email doesn’t necessarily mean it’s the best way to communicate with them. All of us often see mass messages and click delete without even opening it. In fact, the mass email service I use for our youth group shows that less than 20% of subscribers open my weekly news emails. That means 80% of the parents and teenagers in our group are not even looking at my messages there even though they all actively use email. The obvious solution is seemingly to send mass Facebook messages instead, but using a tracking link in those messages indicated that only 2% of my youth group kids ever clicked through those messages for information. Again, very poor results. Don’t assume that putting information in the most “obvious” places will always be the best communication method.

For my ministry, the evaluation process revealed that people in my church will not take 2 minutes to read an email or Facebook message, but they’ll take 10 minutes to watch a YouTube video. Similarly, if I stand in front of the youth group and make announcements, no one listens, but if I say the exact same thing on a screen via video, they’re all glued to it! So now I do my weekly communication by recording a video with some added value (giveaways, contests, polls, funny YouTube clips, etc.) and distribute it via email and Facebook. Plus, the videos spread much more viraly to people in our community via Facebook and YouTube than one-on-one emails and private Facebook messages can. Even a random stranger at Wal-Mart recognized my wife by her last name because of the youth group news videos I do on YouTube!

Whatever method you use, just make sure you evaluate it. Not only do communication methods change over time, but so do the ways people use those tools.

A video that goes into more detail
Earlier this year I taught a seminar at the National Youth Ministry Conference on this very issue in much greater detail, giving more insights into communication trends in my ministry, how to evaluate communication effectiveness in your ministry, and ideas for improvement. You can watch the seminar in it’s entirety here.

Our online communication has changed

One of the most important aspects of any ministry is communication. Two years ago one of the main places that took place for our group was through our website, AlexandriaYouth.com. Over the years, however, the way we communicate online morphed and our youth group’s website effectiveness dropped. I think it was due to a couple reasons:

• Teens dropped our site’s interactive features (like forums and live chat) for Facebook
• It was cluttered with too much information
• The home page was overloaded
• The site had too many target audiences, causing us to hit none of them

Our response in the new website

It was time to make adjustments and overhaul the youth group website, so last week I hunkered down and cranked out a new AlexandriaYouth.com that reflects some of the trends of how we communicate online.

• It’s simple. There’s not a lot of navigation menus, sidebars, and trails to follow. Pretty much everything you’re looking for is found right on the front page.
• We decided to use Facebook to our advantage by hosting as much media and information on our Alexandria Youth Facebook Page as possible.
• The site’s target audience is our youth group teenagers. There’s a little bit of information for perspective visitors and parents, but not much.
• To reflect the “status update” trend of social media, we’ve added a livestream of random photos, videos, and updates that I can easily update from my cell phone throughout the day, especially while we’re gone on youth trips (parents love it!). It aggregates all my youth group posts from Facebook, Twitter and YouTube in one place.

How I put the site together

For the nerds out there, here’s how I put it together:

• It’s built on WordPress. (No more Joomla!)
• I’m using the free Irresistable theme from WooThemes.
• The livestream is powered by the Lifestream plugin for WordPress.
• I use the Selective Twitter Facebook App to have youth group tweets update our Facebook Page status and the livestream on our site so they all stay in sync. (I removed line 110 in extensions.php in the Lifestream plugin so the “#fb” in twitter updates don’t show up on our site.)
• The calendar is obviously Google Calendar with a simple copy and paste of embed code (technically iframe code, but whatever). Just make sure you made the calendars public.

That’s really all there is to it. Pretty simple, just the way I like it.

If you’re looking for a webhost to build something like this yourself, I’d recommend the host I use for AlexandriaYouth.com, Buyhttp.com, because they don’t oversell their shared servers (i.e. cram too many accounts on one server and overload it) and their support for WordPress is pretty solid. Alternatively, for an easier hosted solution you don’t have to mess with, you could check out my side-business, MinistryWebsites.biz.

Social media we’re using

The social media we’re using is Twitter, Facebook Page, and YouTube.

I chose to stick with YouTube for video on our website instead of Facebook because Facebook’s video embed code sometimes glitches on our site and the dimensions are wrong if you view it on Facebook while not logged in. Plus, YouTube offers better streaming for people with slower Internet connections. So I post our youth group news videos on both YouTube (for our site) and on Facebook (for people who see it there).

Feel free to ask questions about any of this in the comments below.

[ Visit AlexandriaYouth.com ]

In a couple weeks I’m preaching for Graduation Sunday when we recognize all the high school seniors in church services. I’m also the speaker for our town’s high school baccalaureate service, so I’ve got a couple significant speaking engagements coming up.

As I was thinking through a little of what I’ll be teaching at both events, a couple things came to mind about what makes someone a good presenter on a stage. I am definitely no expert, but I do watch people when they present and see a couple common traits among the ones that I appreciate most. Here’s what I’ve learned from them:

1. Know your content and know it well. I don’t mean memorize a script because people can tell when you’re just reciting something no matter how much emotion you try to infuse into it. Know your main ideas, the direction of your message, and be able to talk as if it’s a one-sided conversation, not a school report.

2. Be passionate about what you’re teaching. Passion isn’t something you can fake or muster up. Passion isn’t necessarily a loud voice or an energetic stage presence. It’s something that everyone can sense, but no one can quite put their finger on it because they can see it in your eyes and hear it in your voice because it’s obvious that you’ve put your lesson into practice in your own life long before you delivered it to them.

3. Use God’s Word to point out sin and weaknesses in people’s lives. Communicate God’s Word clearly and let Him convict. I learned this over the past several years by listening to my favorite podcast preachers: Craig Grochel, Perry Noble and Mark Driscol. People, including myself, are tired of watered-down messages that remind them of something they need to do or change without pushing them to do it in ways that might otherwise be offensive.

4. Use God’s Word to encourage people in their spiritual walk. The best messages I remember are the ones that both convict me and encourage me. If it’s all conviction every time I listen to someone teach, I feel depressed and unmotivated. But when it’s coupled with encouragement, the conviction can sink in without wallowing in it.

5. Be vulnerable. I know most teachers don’t think of themselves as the expert, so be intentional about communicating that. Let your audience see windows into your failures, your weaknesses and your struggles, and how the Lord is working or has worked in you through those areas so it encourages others. Plus, people respect what you have to say when they know you’re being real with them.

6. Saturate your messages in prayer. Need I say more?

7. As you prepare your messages, approach God’s Word with fear, trembling, and deep respect. The old adage is true, “Familiarity breeds contentment.” This is God’s-breathed Word, not just spiritual Mother Goose rhymes. Don’t take it lightly. It’s a huge privilege and responsibility that will incur a stricter judgment upon yourself (James 3:1).

What else do you see in certain pastors that makes them good teachers from a stage?

1. People don’t commit to programs. They commit to relationships. One of the first questions a kid asks before signing up for a youth trip: “Who else is going?” Most people don’t care about the program, the trip, or the event as much as they care about the people they’ll be with. How is your ministry leveraging relationships with teens, both peer relationships and adult relationships? Does the program serve the spiritually encouraging relationships or do the people serve the program?

2. People don’t commit to programs. They commit to vision. People rally behind a vision, rarely behind a program. Passionately communicate the vision for your ministry and get people on board with that. When the vision is contagious and people understand how they fit into the big overall picture, then they become excited about the program that may guide them there. People want to be part of a movement, something that is significant and is bigger than they are. Where is your youth ministry going? How compelling is the direction? Are you passionate about it or is it just a statement typed on a piece of paper?

Programs are here to serve the relationships, the vision of your ministry, and ultimately to bring glory to God as a body of Christ, not the other way around. If you’re spending a lot of energy trying to get people to commit to your programs, you have it all backwards.

It should never be about the program in the first place.

Later this month I’m speaking at the National Youth Ministry Conference on this very topic. It also came up at MinistryQuestions.com as “Best form of communication.” Here’s a quick summary of how I communicate with my parents and teens in my youth group during the week, including my method of evaluating each one’s effectiveness. Some of the results may be more surprising than you think.

NOTE: The findings below are from my own youth group only. Every youth group and every area of the country will have different results. It’s important that you test your methods with your group and not just adopt my own because what works for my kids may not work with yours.

From worst to best:

6. Mass Facebook messages

Primary Audience: High school students

It surprised me to find that mass Facebook messages are absolutely the worst form of communication I have with my kids. I have a typical Facebook group set up and every week I send an update out of information that pertains mostly to high school kids even though almost every single one of them are active there. I try to keep the messages brief, to-the-point, and very skimmable thinking that would help kids actually get the information they need. However, I wanted to track how many kids were actually opening the messages, so I started sending just the main headings of the announcements and included a link to more details on our website. I found that the click-through rate was about 2%.

I used a self-hosted URL shortner scripture called Get Shorty to track the number of times my links were clicked, but you could just as easily use something like bit.ly, too, which is what I use for Twitter, actually.

If only 2% of the kids actually click the link in Facebook to get the info they want, that method is pretty much worthless for us.

5. Mass email

Primary Audience: Parents

Most kids here don’t use email, so this is mostly for the few kids who do use it and all the parents. When I write up our weekly youth group news and announcements, I publish it to the front page of our youth group website and shortly thereafter a service called Feedblitz automatically sends it as an email to everyone on the mailing list.

Fortunately, Feedblitz has some tracking tools that show that the open rate of my emails are about 20%. I know that sounds good compared to the Facebook messages, but that still means that 80% of the parents are not even opening my weekly email messages! And of the 20% that actually open the email (either accidentally or on purpose), an even smaller number of them actually click through anything to get more information.

So, email doesn’t seem to be a great solution for us either.

4. Bulletin insert/Youth kiosk

Primary Audience: Church visitors

Since every newcomer to our church services takes a bulletin, we include a youth group news insert that gives an overview that pertains mostly to someone who is a first-time visitor and wants to know more about the youth ministry.

We also have a youth kiosk right outside the main doors of our Worship Center (sanctuary) with more handouts and serves as the hub of our information center at church. That’s where we keep handouts, flyers, contact forms, sign-up sheets, and more. It also has that week’s youth group news video playing in a loop (see below). See a picture of it here.

Unfortunately, there’s no real way to track the effectiveness of bulletin inserts or our youth kiosk, but using them is very low maintenance, so we continue to use them anyway. The insert is mostly a tweaked copy and paste of the email update I posted to our website earlier that week, so it’s not a lot of extra work.

3. Website

Primary Audience: Parents and jr. high

Not really sure why the high school kids don’t seem to utilize our website too much, but regardless, they don’t.

Our site’s traffic statistics show that the site is getting over 100 visitors and about 1,500 page loads every day. That means that the average visitor clicks through approximately 15 pages on the site before leaving. That’s very high click- through rate for any website! (This blog, by contrast, gets about 2 clicks from each visitor.) People are definitely visiting our site and looking for information there. In fact, whenever there’s a typo or an incorrect calendar date, we hear about it pretty quickly.

(If you’re looking to start a website for your ministry, check out MinistryWebsites.biz and support the on-going work of Life In Student Ministry.)

2. Video announcements

Priamry Audience: Parents, high school and jr. high

Last year I started experimenting with communicating youth group news and announcements through video and made a couple observations:

• If I stood in front of the kids and made an announcement, most of them tune out. However, if I say the exact same thing on a screen, they all listen intently.
• Plugging videos into iTunes makes it simple for kids to sync them to their iPods to watch whenever they want.
• Adding more value to the videos than just news makes it a highlight of youth group for some kids.
• There’s a reason why YouTube and online video is so huge with teens — let’s utilize it!

I blogged about it in more detail here and even gave you a step-by-step tutorial on how I make my weekly videos. Yes, it takes more time than writing a simple email, but if it actually communicates, then it’s worth the time.

The statistics for each video’s views and downloads at YouTube, Blip.tv, and Facebook (although, we can’t track Facebook stats) equals a lot more than the number of kids we have in our youth ministry, which probably means that kids are watching the episodes several times each week and that their parents are watching them, too. In fact, I often hear from people in our community who don’t even attend our church but watch our youth group videos online! So, our message definitely spreads farther via video than any other communication method we have. (Hint: get some of your youth group kids in the video, tag them in it when you post it to Facebook, and it shows up in a lot of their friends’ feed, making it easy to use video to communicate with many more kids than just your youth group.)

For kids who don’t have high-speed Internet at home, I also show the video each week at youth group if there is time for it.

1. Mass text messages

Primary Audience: High school kids

Text messaging is by far our #1 most effective means of communication. Last summer I shared several ideas for using text messaging in youth ministry, so check that out for more details.

I use TxtSignal.com to send mass text messages out at pretty random times, usually as last-minute reminders or event cancelations, but I also love doing contents, asking for feedback, and sharing ideas through it, too. Just last week the kids had a snow day off from school, so I sent a message to everyone saying, “The first 3 people to reply to this message get a free lunch with me and Dana today. We’ll pick you up at 12:30 PM.” Within minutes my reply box in TxtSignal was lit up (which was good for my self-esteem, too!).

The only limitation with text messaging is that I must be very concise, and that not every kid or parent in our group has text messaging available. But for the ones that do have it, it is hands-down the best communication method we have. Fast, quick communication with instant responses.

How about you?

What works best for your group? How have you evaluated it and tracked it’s effectiveness?

Yesterday in our LIVE Youth Ministry Conversation Bill Scott of Xtreme Talk Live and Sound of Light talked with us about “teaching to large groups of teenagers.” With several decades of experience in national radio and speaking at large student conferences, he shared from his experience about aspects of public speaking, such as:

• Overcoming nervousness
• Using stories and multimedia
• Hand gestures and body language
• Voice inflection
• Content vs. presentation
• and much more…

You can listen to the whole conversation below or grab it in iTunes.

Download this episode

Subscribe to LIVE YM Conversations in iTunes

Next week’s discussion

February 13: Next week Justin Ross will lead us in a discussion on “youth ministry with 100 kids or fewer.”

Join our next LIVE Youth Ministry Conversation!

This past October I wrote a two-part blog series for you all explaining the effectiveness of using video to communicate with teens and an actual “how to” post of making videos a reality for your group. It’s been fun to see many of you pick up on the idea of using video to communicate more with your groups both at church and online throughout the week.

Last week I watched some tutorial videos on YouTube about how to use a program on my Mac called LiveType (included for free with my purchase of Final Cut Express). Although the program looked a bit intimidating at first, it is really quite simple to use. Below is my very first LiveType video and I made it for all of you! Feel free to download and use this generic “Youth Group News” video introduction with any youth group videos you make.

Download High-Definition version*

Download Standard-Definition version*

*You may have to right-click on the link and select, “Save Target As” or “Save Link As” in order to download the video file.

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Join us at 2:00 PM EST this afternoon in our LIVE YM Talk! Today we are talking with Bill Scott of Xtreme Talk Live and Sound of Light radio shows about becoming a dynamic speaker for teens. As someone who’s spoken to groups of 50,000+ teenagers, he’ll give us tips how to teach God’s Word effectively to a large audience of teens. Info on the LIVE YM Talk page.