How Should a Faith-Driven Organization Use Facebook

Picture this if you can. 

Your grandmother uses Facebook for the first time. She squints at the screen, pecking at the keyboard with two fingers, trying to leave a comment on your cousin’s wedding photo. “Do I type in this little box?” she asks. We nodded, and after some deliberation, she carefully wrote, “Congratulations, dearest! Love you.” And then—she hits enter five times in a row.

The comment is now posted six times.

She panics, clicking wildly, calling for help as if she’d accidentally launched a missile. We reassured her that all was well and eventually showed her how to delete the extras. That was the day your grandmother learned that even on the internet, less is sometimes more.

I think of stories like that often when I see how faith-driven organizations use Facebook. We either overdo it—filling feeds with endless promotions, links, and self-congratulatory posts—or we underdo it, using it so cautiously that we become invisible. But what if we approached Facebook the way Jesus approached people? Not as a place to perform but as a place to connect. Not as a stage but as a table.

Facebook as a Digital Mission Field

When Jesus walked the earth, He didn’t build a platform; He built relationships. He met people where they were—at wells, in boats, under trees, and in the middle of their everyday lives. Today, where do people gather? Online. For all its flaws, Facebook is a modern-day marketplace, a digital well where people come thirsty—scrolling for meaning, searching for connection, desperate for hope.

And what do we offer them?

Too often, faith-driven organizations use Facebook as a megaphone instead of a table. We post announcements, but we don’t start conversations. We share Bible verses, but we don’t ask people how those truths are shaping their lives. We celebrate our ministries, but we rarely celebrate the people we’re serving.

Jesus never just proclaimed truth—He embodied it. He didn’t just say, “I am the Bread of Life” (John 6:35); He broke bread. He didn’t just declare, “I am the Good Shepherd” (John 10:11); He went after the lost. And if our social media presence is to reflect His heart, it can’t just be about broadcasting—it must be about belonging.

A Better Way to Engage

So, how do we use Facebook wisely, faithfully, and fruitfully? Here are three shifts to consider:

1. Move from Promotion to Participation

Instead of only posting events, testimonies, and teaching content, create space for real engagement. Ask questions. Spark discussions. Go live and pray for people. Respond to comments—not just with emojis, but with meaningful replies.

Consider Paul’s words in 1 Thessalonians 2:8: “Because we loved you so much, we were delighted to share with you not only the gospel of God but our lives as well.” Sharing the truth is vital—but sharing our lives? That’s transformational.

2. Move from Monologue to Dialogue

Jesus was a master at drawing people into conversation. He asked more questions than He answered. He didn’t just preach at crowds—He listened to them. Imagine if our Facebook pages weren’t just a feed of polished posts but a space where people felt heard and seen.

Instead of just posting a Bible verse, ask: “What’s one way this verse is challenging you today?” Instead of only sharing a sermon clip, ask: “What’s one takeaway from Sunday’s message that you’re living out this week?”

When we invite people into the conversation, we move from spectatorship to discipleship.

3. Move from Visibility to Vulnerability

People are drawn to authenticity. The more polished and perfect our posts seem, the less approachable we become. But when we share our struggles, our wrestling's, and our need for grace, we make room for others to do the same.

Paul boasted about his weaknesses so that the power of Christ could be displayed (2 Corinthians 12:9). What if, instead of only sharing our ministry successes, we shared the behind-the-scenes moments? The prayers we’re praying. The doubts we’re wrestling with. The lessons we’re learning. Vulnerability breeds connection, and connection opens the door for transformation.

The Call to Action

The gospel is not just good news—it’s personal news. It’s God meeting us where we are, loving us as we are, and transforming us into who we were meant to be.

If your faith-driven organization is using Facebook, use it like Jesus would. Build relationships, not just reach. Start conversations, not just campaigns. Offer presence, not just posts.

And as you do, remember this: Likes and shares aren’t the measure of your impact. Love is.

So, how will you use Facebook this week? Not just as a tool—but as a table? Not just to grow your platform—but to grow God’s kingdom?

The mission field is waiting. Let’s show up with open hands, open hearts, and open conversations.

Now it’s your turn: What’s one way your organization can shift from broadcasting to belonging on Facebook this week? Drop a comment—I’d love to hear. (And don’t worry, if you hit enter too many times, I promise I won’t judge.)