Part Five: The Learning Curve—Rediscovering Our Voice Online
In this fifth installment of our Flourishing Churches series, I want to share how we stepped into unfamiliar territory: social media. Our church had a voice, but it wasn’t being heard beyond our walls. We knew we needed to change that. What we didn’t know was how.
To be honest, I’ve never been particularly active online. I have a personal Facebook page, though it’s rarely updated. My wife has a good following on Instagram—I think I have an account somewhere, but I’m not really sure. I don’t have TikTok, Snapchat, or any of the newer platforms. I use messaging apps to stay in touch with missionary friends, and that’s about it.
So, when we began talking about expanding our digital presence, I realized just how steep the learning curve would be. I assumed everything needed to look polished and professional to be effective.
What I’ve learned is this: the opposite is often true. The more natural and authentic your content looks, the more likely it is to connect with people.
With the help of a LeaderWorks Trust grant, we partnered with a social media marketing company that specializes in working with churches. They challenged us to rethink everything about our online presence.
Instead of just posting announcements and live stream links, we began producing:
30-60 second sermon clips—bite-sized, thoughtful reflections from recent sermons.
Selfie-style welcome videos—short, unpolished greetings from me, filmed with a phone.
Candid photos—images of our people simply being the church.
Testimonies from parishioners—real stories of why they love Apostles.
We post this content regularly on Facebook and Instagram, spending $400–$500 each month to promote it. Every single day, people engage with those posts—clicking, commenting, and most importantly, exploring who we are.
All our ads direct people to a “Plan Your Visit” page on our website. It’s a warm, friendly landing spot that answers real questions:
What time is the service?
Where do I park?
What should I wear?
Will someone be there to greet me?
We also invite guests to share their names, let us know if they’re bringing children, and even ask for prayer. This simple form has become one of our most valuable tools. It helps us prepare to welcome new people before they ever set foot in the church.
ANNOUNCEMENT:
I am happy to work with the Search Committee at Christ Church in Midland, Texas. What a place! This is a fantastic opportunity for the right person. Write me or visit the website for more information.
Once someone fills out the form, the conversation begins—not with a bot, but with Emily, our Guest Services Coordinator. She sends a personal message, answering questions and offering a kind welcome.
We’ve paired her touch with a simple automation system that sends a friendly reminder on Saturday and a cheerful text on Sunday morning: “Church starts in an hour—can’t wait to see you!” Sometimes the reply is, “See you soon!” Other times, it’s “Sorry, we can’t make it today.” Either way, we’re building real relationships that begin online and continue in person.
Real Results, Lasting Impact
I never imagined we’d be doing ministry this way. And I certainly didn’t expect it to bear fruit so quickly. But it has.
Thanks to the support of the LeaderWorks Trust and the guidance of our marketing partners, we’ve reached people who had never heard of Apostles By-the-Sea. Many of them have now become part of our community.
Before, our social media was mostly a bulletin board for insiders. Now, it’s a front porch—a place where strangers become friends and guests become family. I’m still learning, and there’s more to discover, but I’m grateful for what we’ve seen so far.
If your church is considering a similar step forward, I’d be glad to share more. Just send me a message—I’d be happy to connect you with the people who helped us find our voice online.
Email me at Fr.John@apostlesbythesea.com
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