Say what? Yes, I know, a cheap headline trick to grab your attention, but it does have merit. I found myself fascinated yesterday when I read about Kleenex’s new social media efforts yesterday.

Kleenex is to utilize social media sites in order to give hay fever sufferers advice. The tissue brand will be creating an online support group on Facebook, and will offer a daily resource with advice from specialists including Jean Emberlin, director of the Pollen research Unit, an allergy nurse and acupuncturist.

In addition, the company will be actively helping Twitter users who display hay fever symptoms by offering them a “rescue kit”, which will, naturally, along with other items, contain a pack of Kleenex tissues.

Unfortunately, most organizations simply want you to “like” them or “follow” their posts. The “like” and “follow” are a customer’s deeper commitment to your brand. You must first earn their trust by freely offering resources that will directly impact their life. The latest social media efforts from Kleenex are a perfect example of earning brand loyalty through sweat equity.

So, ask yourself … as a church leader, how can you use the tools of social media to directly impact a life, rather than collecting “likes” and “follows”?

In what ways is your church directly impacting lives using social media?