Social media can be a daunting mountain to climb. Almost every organization must face it, but many are unsure what to do with it, or how to make it work for their business goals. So much time is poured into social media, but these efforts can feel fruitless at times. When used well, social media opens the doors for many people to engage with organizations that they may have never been otherwise exposed to. For Global Action, they knew it was time to examine their social media approaches, who they were reaching, and all of their metrics. They partnered with us at Amenable to complete a comprehensive social media audit that would detail their current tactics while providing future strategies for promoting their organization.

Who is Global Action?

Global Action provides theological training to church leaders around the world, who don’t have the resources to pursue theological education otherwise. Equipping multinational pastors with the Word of God, they have had a hand in bringing many to Christ for 25 years. Global Action provides a year-long course titled, Foundations, that teaches how to be a godly leader in the church, with topics including the Old and New Testaments, how to interpret the Bible, preaching, evangelism, and the life and ministry of Jesus. Their course is available in 10+ languages and they work in ten different countries. Leaders are also given networking opportunities with global mentors, so a key part of the ministry is found in building community. With that in mind, social media was a key but undeveloped part of the organization.

We were able to collaboratively support Global Action in their efforts to maximize their social media presence and efficacy through a social media audit. Drawing on current trends and patterns, we researched and developed strategies for Global Action to create evergreen content. The audit included records of what was working well already and recommendations for what could be improved. Our goal was to find answers to several questions through the audit. First, how did their current social media presence align with the brand’s stated values? Second, how engaged was the brand’s audience? And third, what are ways Global Action could use specific platforms to meet specific goals? We created a 32-page packet which compiled all of their audit information into a concise and accessible format.

Why is a social media audit important?

Audits like the one we’ve created for Global Action help to answer questions that organizations have about their current use of social media. For Global Action specifically, many of these questions focused on where social media fits in a ministry context. We wanted this project to clarify the reasons that the organization uses social media so that it can be an effective tool for their ministry. We even had detailed conversations with their leadership about the different kinds of social media platforms, discussing ways to utilize them intentionally. Providing direction in this way helped to consolidate their efforts into a few specific channels so that they could connect with their audience and further their mission. As we completed the audit for Global Action, we were able to see for ourselves the incredible impact they have on the world and give them the tools they need to be able to communicate their mission creatively and cohesively.

Social media is a part of our everyday lives, and no organization is left untouched by that. Global Action’s deep desire to leverage it into Biblical education is so inspiring to us at Amenable, and we’re excited that we got to partner alongside them in their ministry in this way.