‘The Church’s structure is unique. We are, in effect, an umbrella organisation at a national level. The way I describe my role is that I shine a light on what is going on locally, whether that is registering Christmas services and bringing them together in a national directory, or creating a great set of videos for them to share. These are the things that our dioceses have neither the funds nor the time to create, and people associate with the Church of England so we can join it all up so that it doesn’t look too random.’
The social media work around Christmas ‘provided a real confidence boost regarding the opportunities there are with a relatively small budget’, adds [Adrian] Harris.
One popular initiative launched by the Church of England is to post a simple prayer on its social media accounts. ‘People write in their hundreds ‘Amen’ underneath,’ says Harris. On All Soul’s Day, when Christians remember deceased relatives and friends, many wrote their memories of lost ones under the prayer. He adds: ‘When awful things happen in the world, prayers tend to do well because it is about the Church showing relevance. It is about us being in that conversation with a Christian message.’
Prayer has proved particularly effective on Instagram. ‘We have got into a routine of posting at key points of the day, such as Sunday evening, and we are really strict about this schedule so that we can reach the biggest organic audience,’ says Harris. ‘We have 2,000 followers on Instagram, sharing prayers and nice pictures of the life of the Church. Every fortnight we are changing our focus, featuring a different church or a different tradition. We have an opportunity to tell our story, and our relevance stems from all the things that we do and the breadth and depth of the Church across the country.’