Definition: A blog, short for “web log,” is a record of articles and topics of current interest. They are web sites that are created on templates and platforms. Blogs rely on frequent updating and make it possible to do so without an intermediate “webmaster.” A key difference between a web site and a blog is that blogs invite comments and dialogue.

What’s in a BLOG?

Blogs contain “posts” or essays. They are often quite short — just a few paragraphs. If they cover more complicated issues they can be much longer. They can contain art, photos and videos, polls, questionnaires and forms.

A blog opens to a page that lists the most recent post first. When a new post is added, older posts drop lower on the page. They don’t disappear but attention is always on the most recent post. (There are ways to feature older posts, which we will address later.)

In addition to a page of “posts,” a blog can contain “static” pages that look like any web page. You have probably visited many blogs without realizing they are blogs.

What a blog is not.

We recently visited a church web site and were excited to see a tab labeled “youth blog.” We eagerly clicked and came to a page with one post that had been submitted by a youth leader months before. One post does not a blog make! 

This points, however, to an important concept in blogging. Be forewarned. To be effective, blogs must be regularly updated and developed. Experts recommend at least two posts a week and advocate for daily posting. This may seem daunting but we will discuss ways to make this seamless and feasible in later posts. The aim is for the blog to increase your congregation’s activity — and the more activity, the easier the blogging (and the more ministry)!

There are several reasons to start your congregation’s Social Media Ministry with blogging.

1. It is inexpensive to start.  

Find the website of a blogging platform you like. There are many — just type “blogging platforms” into your favorite search engine. (2×2 uses WordPress). Choose from a wide library of “themes” or templates. Most are free. Anticipate costs of about $25 to pay for a url (web address or domain name) and annual hosting. This is done online with a credit/debit card or Paypal account.

2. The learning curve is short. 

Your blogging platform will walk you through the steps of establishing a domain name and creating a profile and first blog post. Many themes or templates allow you to create your own header/banner image. You can use a photo or create some art on you computer. It takes about a half day to become familiar with the process (and it can be frustrating at first) but then it all comes together and seems very easy. Hang in there! There is no need to enroll in lots of classes. If you are stumped, you will find many helpful online forums.

3. Your team does not need a lot of technical experience or expertise. 

Blogging platforms remove many of the obstacles small churches encounter in creating a web presence. They are developed by teams of expert designers and technicians. The technology is built in. If you have designers or computer techies in your congregation, they can be helpful, but they are not required. Blogging software, built into the platform, allows you to do fun things like post pictures or videos, sponsor polls or offer downloads which help you capture information. (You may want to find someone to design your header.)

4. Blogs are interactive.

Blogs are a bit like Facebook, but they tend to create more thoughtful, detailed dialogue. This is likely to change the nature of church — for the better. In the past much dialogue in the church has been one-sided. The preacher preaches. The congregation listens. Blogs will open up religious dialog.

5. Blogs attract web traffic. 

Because they are more active, search engines find blogs more easily than static web sites. Most people visit blogs first. This helps people find you, especially if your bloggers write about things of interest to your community.

6. Blogs can involve whatever people you have — one or dozens.

You will want to build a team of people writing for your church blog, but you can start with one or two. Actively look for contributors. Show the talents and gifts of everyone in your church — youth, parents, teachers, musicians, property and finance people, neighbors and friends, clergy (your own and others). A blog must be updated several times a week.

7. A blog may be all your congregation needs for a while.

Since blogs allow for both interactive pages and static pages, most congregations can probably combine their blog and website. If you already have a website you can migrate traffic to your new blog. The blogging platform host will help you do this.

8. Blogging will connect you with talent and expertise outside your congregation.

Topics will arise that will benefit from asking for a contribution from an outside expert. That will draw a new group of people into your readership and grow your community.

9. Blogging will create discipline and foster planning. 

Blogs are always hungry for new material. They will fail without regular feeding, Congregations will be forced to plan a strategy. Your congregation will find a new and expanding sense of direction.