There can be only one reason why you and your ministry choose to be in social media: A genuine wish to connect with, get to know and interact with other individuals. Or, as Bryan Kramer puts it: H2H.
If your reason to use social media is to advertise your services or activities you will think of the people you meet as customers or clients, not as Joe, Jim, Joann or Jess. When you think of these people as customers you basically strip them of their individual identity and at the most they end up in one of your intended target audiences. But Joe, Jim, Joann and Jess expect –and deserve — to be met as individuals.