#86 - Using Data to Drive Your Social Media Strategy
From Ministry At Scale by Chad Williams - Five Q
May 2, 2025 · 26 min · Season 4 · Episode 86
About this episode
Chris Martin discusses how ministry teams can effectively use data to enhance audience engagement on social media.
Featuring Chris Martin, Director of Content, Moody Global Media Recorded live at the Digital Ministry Conference 2025. In this compelling session from the 2025 Digital Ministry Conference, Chris Martin—veteran digital strategist and content leader at Moody Global Media—pulls back the curtain on how ministry teams can use data not just to drive vanity metrics, but to deepen real connections with their audiences. With transparency and humor, Chris recounts lessons from the infamous "pivot to video" era and how platforms like Facebook once inflated metrics by up to 900%. He uses this cautionary tale to highlight a central truth: not all data tells the truth, and not all metrics matter . Instead, ministries must learn to focus on engagement and meaningful interactions—then use that insight to draw people into deeper channels of connection, like email and direct relationships. For digital marketers and communications teams in ministry, this session is a goldmine of takeaways: Why your email open rate may matter more than your follower count How to interpret social metrics as communication—not just performance Practical steps to shepherd your audience away from algorithmic platforms…
People in this episode
Host: Chad Williams
Guest: Chris Martin
Topics covered
- data strategy
- social media
- digital ministry
- audience engagement
- content marketing
Keywords
- data
- social media strategy
- audience engagement
- digital marketing
- metrics
- email open rate
- content strategy
Mentioned in this episode
Organizations: Moody Global Media
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