Should Christians Run Your Faith-Based Organization’s Social Media?

I’m a Christian and I work in Christian social media. It’s true. I can speak “Christianese”, recite Scriptures, and sing gospel tunes. I can completely understand a Christian brand, their purpose and their audience. But what if I wasn’t a Christian? Would I still be as effective in “spreading the Gospel” on social media?

That’s a hard one. Besides the legality issue (we won’t go there), it’s hard to accept/reject someone who may/may not be a good fit for the job. Whether they are a practicing Christian, somewhat associate with Christianity, or believe in something completely different, the question is: who should run your organization’s social media?

When deciding on a candidate, ask yourself these questions:


  1. Do their beliefs interfere with your brand?
    • If they let anything get in the way of your social media goals, then they’re probably not a good fit.  Let’s say you’re a pet shop on Facebook and the person you hired hates cats.  All they post about are dogs.  Well, that’s an example of letting their opinions get in the way of your brand.  No matter if it’s faith based or not, this issue comes up a lot.  Decide if they are treating your brand as if it’s their own.
  2. Can they establish a middle ground?
    • Okay, so maybe they aren’t Christian but they have a great work ethic and are skilled in social media marketing. What do you do? Well, can they can professionally set aside any personal beliefs and portray your brand on social media in an accurate way? There’s more to social media than direct interaction, too.  Instead of having them work on content, perhaps their skills would be better suited in tracking stats, creating strategies, or finding exceptional resources.
  3. Are they able to communicate?
    • Social media is all about communication.  Are they able to communicate in a way that your audience understands and agrees with?  The last thing you want to see on your social media is content that your brand and audience don’t resonate with. For example, maybe profanity, alcohol, or even certain phrases such as “Good luck” would send the wrong impression to your audience and represent your brand in an untrue way.

Christian social media should be good social media.  At the end of the day, you want your church or ministry portrayed in the best possible way.  So go and find the person that can best accomplish that.  Who knows, maybe working for a Christian organization might have an impact on their faith, too.


This post was written by Sarah Boyd. Sarah is a Social Media Specialist with Media Connect Partners.