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Many churches have Facebook pages, but a good number of these pages may not be engaging enough for the users because of the absence of research data that could help managers of these pages to provide the type of content relevant to their audiences in an evolving social media platform. Despite several studies on the use of social media by non-profit organizations, not much is done about how religious organizations can effectively utilize particularly Facebook pages to promote their religious practices through providing appropriate user content. This study describes the participation and expectations of users of faith community Facebook pages. It draws out the type of content users prefer to see shared on their faith community Facebook pages to motivate their interest and increase participation. A survey that utilized both closed and open-ended questions was administered to members of Catholic churches in the Dallas, Texas, area in the United States who use Facebook. A Simple Taxonomy of content-type was developed. Users show the need for content that is informing, educating, entertaining, spiritual and connecting. The study provides data and strategies for new media evangelization in faith communities. This study contributes to the literature of user studies in the social network domain that may drive the development of effective social media platforms for religious communities.

“I Liked the Post on our Page”: The Relevance of Content and User Participation to Facebook Pages of Faith Communities