Social media has rightly received a bad rap in the past few years. For all that it promised, I think most of us would say that it has had a negative effect on our world, in particular on kids and young adults, who are more likely to see the negative effects in their lives.
While the “digital world” can be a scary and often dark place, our call in Young Life is to go to where kids are and build intentional relationships with them that lead toward a life lived for Christ. Social media is the new “place” kids are and I believe it imperative to move into this place to continue to do effective ministry. If we don’t, we are potentially ceding ground to the enemy’s schemes and leaving kids in a scary and dark place on their own.
Below are common misconceptions about utilizing social media as a tool for Young Life (and could probably be used for any ministry). I hope they help push some of us into a new mindset about what it means to do Young Life in a new place.
1. “This is not Young Life”
Misconception: Social media is not a real place, and we should focus solely on in-person contact work rather than anything online.
Reality: If we recognize platforms like Instagram as places where kids are present, we should move toward them there, employing Young Life’s time-tested principles of contact work. Social media is an extension of the environments where relationships can form and grow. By engaging with kids online, we meet them where they are, just as we do in schools, sports events, or local places.
2. “We are going to be a part of the problem”
Misconception: Engaging with social media will contribute to its negative aspects, so it’s better to avoid it altogether.
Reality: Just because social media can be a dark place doesn’t mean we should avoid it. In fact, that’s precisely why Young Life leaders should be present there. By engaging thoughtfully and intentionally, we get to bring the light of Christ into what we perceive as a dark place. It’s crucial to ensure we do this safely, for both kids and ourselves, with the goal of guiding them toward in-person relationships.
3. “It’s a great place for a club poster”
Misconception: Social media is just another bulletin board for advertising events and sharing information.
Reality: While it’s easy to use social media for broadcasting information, that’s actually not how kids use social media. They are relationship-first users as opposed to older generations who use social media for information. If we aren’t leading with relationships (something we are particularly good at in Young Life) at best our kids aren’t going to engage with our informative poster and at worst they will “unfollow” us making our posts and the time it took to make them obsolete. The other hidden downside of using social media as a bulletin board is that our leaders (and some staff) are now relying on the post to make sure kids know what’s happening instead of hearing it first hand from their leaders.
4. “The more followers you have, the better”
Misconception: Success on social media is measured by the number of followers; more followers mean more impact.
Reality: In hyper-local ministry, quality trumps quantity. Our goal is to reach the specific kids God has called us to serve, not to amass large numbers of followers who we can’t do effective ministry with due to their location or age. Having a follower count that mirrors or exceeds the student body population isn’t necessary—and may even be counterproductive. Focused engagement with our local kids leads to more meaningful interactions.
5. “I need to be an expert in social media marketing”
Misconception: Only those with professional expertise in social media can effectively manage our accounts.
Reality: Just as we don’t need to be experts in football to reach out to football players, we don’t need to be social media experts to connect with kids online. What matters is that we show up authentically, intentionally, and with prayerful consideration of how kids interact in this space. Understanding the basics and being genuine is more impactful than a branded grid or marketing expertise.
6. “The best person to run your social media is your youngest staff/volunteer with a big ‘following’”
Misconception: A young person with a large following is best suited to manage our social media because they understand the platform.
Reality: Relying solely on a young “influencer” without proper leadership can be risky—it can be like putting an alcoholic in a bar ministry. Without guidance, there’s a danger of the content veering off mission or making Young Life a bigger focus than necessary. It’s important to maintain a hyper-local approach, ensuring the content aligns with our values and mission.
7. “The Area Director should be the only one in charge of the account”
Misconception: Centralizing control of the social media account with the Area Director ensures safety and consistency.
Reality: Having multiple eyes on the account enhances safety and allows for more dynamic engagement. When many leaders can respond to messages or DMs, it fosters stronger relationships. This accessibility helps move kids toward meaningful connections with leaders, as they can interact with someone they know and trust.
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By Adam Silverness
For more information or training follow us on Instagram @younglifedigital or email me at asilverness@gmail.com