Every month, we'll be shining a light on a timely topic relevant to your work as a church administrator. Whether it's a change in legislation, a seasonal event to prepare for, or a practical reminder, In Focus is here to help you stay informed and resourced in your role.
Have you recently tried to share a link on your church's Facebook Page and been told you've reached your monthly limit? You may be affected by a new restriction being introduced by Meta, Facebook's parent company.
Although the change currently relates to Facebook Pages, it’s useful to know that social media platforms can have different rules about sharing links. For example, Instagram does not generally allow clickable external links in post captions. Other platforms, such as LinkedIn, automatically change the web address you share into one of their own branded links, which still takes people through to your original website, but changes how the link looks in a post.
Below are some suggestions of how you can make the most of links on social media.
What's changing on Facebook?
Meta is testing limits on the number of external links some Facebook Pages can share in unpaid (organic) posts and comments. For affected Pages, the free allowance is currently two posts or comments containing external links per calendar month, resetting on the first of each month.
The restriction does not currently apply to every Page, and Meta has indicated that non-profit organisations should not be included in the test. However, some charities and community organisations have received notifications, so it's worth checking your own Page.
What can you do?
1. Check your Facebook Page category
Check your Page settings under Page setup or Page details and look at the categories listed. If appropriate, add Charity or Non-profit organisation from Facebook's suggested categories. You may be able to add this alongside your existing category rather than replacing it. Save any changes and check whether the restriction is lifted.
2. Prioritise your links
Think carefully about which posts really need a direct link. You might reserve your allowance for important events, conferences, booking information or significant announcements, rather than routine updates.
3. Create a central page for your links
You can use free online tools to create a simple page that brings together links to different parts of your church website, such as service information, events, activities, news and contact details. You then share one web address on your social media profiles and direct people in your posts to visit it to find what they need (e.g. ‘see link in bio for more details’).
Services offering free plans include Linktree, Beacons, Lnk.Bio and Bio Sites. Check the features and limitations of each before choosing.
You could also include this link in email newsletters, signatures and other communications.
4. Make use of your Page information
Add your central links page (see tip 3), or church website if preferred, to your Facebook Page's About information and if available, use the page's action button (such as 'Learn More') to direct visitors there too. This gives people one easy place to find important information.
You should also make sure that a link to this information is easily available in the profile of all of your social media platforms.
5. Pin an introductory post
Consider creating a pinned post introducing your church, its activities and what people can find out about it. Include a link to your central links page (see tip 3), or website, so visitors have an easy starting point to navigate to.
Keep your audience connected
Social media remains a useful way to reach people, but it is worth remembering that platforms can change their rules at any time. Building an audience that also knows how to find your church website and other communication channels means you're not relying on links alone.
Lastly, don't forget the UCAN Facebook Forum for Administrator and Manager level members - a great place to ask questions, share resources and find inspiration!
Not a UCAN Member? Sign up today at Administrator or Manager level to access our resources, forums and webinars: www.churchadministrators.net/join