Measuring Social Media Marketing Strategies of Christian Female Religious Leaders

Abstract

This work faces the question of how female Christian leaders are structuring their marketing social media oriented strategies. In particular, we examine the communication strategy of a Catholic nun, two Protestant leaders (one Methodist and one Lutheran) and a charismatic Christian within a megachurch. We explore three main aspects of the question: first, the ‘knots’ of their communication strategy (the number of products/services they offered as newsletters, books, podcasts, blogs…); second, the result of these strategies in terms of volume of their audience; and third, the topics they talk about and the use of SEO and ‘copywriting strategies’ to be more engaging. As an added value of this study, we tried to quantify each of these aspects.

Keywords

• Bobbie Houston. Hillsong. Joan Chittister. Marketing. Nadia Bolz-Weber. Social media. Vashti McKenzie