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Social Media and the Church

Why don’t churches blog?

The answer to this question is simple: They don’t know how. They keep busy doing what they always do, aware that it’s not working very well, but unable to make changes — even when they have the tools.

The accepted structure of the Church calls for one thoughtful 20-minute message per week. That’s the way church leaders have communicated for decades or centuries.

In addition, they persist in relying for communication on the church bulletin, which only those who attend worship read, and perhaps an online newsletter, which requires the initiative of members to access and read.

Each has its place, but neither is effective at reaching new people.

There is NO interaction possible with any of these methods, no way of engaging seekers, no way to build your following. But this is the accepted way of communicating—as ineffective as it is.

Blogging is a new discipline. Church leaders have to shift gears sharply.

They must learn to plan a daily message. They must learn to divide thoughts up into shorter messages. They must get used to identifying topics and planning ahead. They must establish a voice and learn to build lists of interested people. They must address different audiences — instead of just the one which shows up on Sunday. And they have to get used to the idea that people will respond online. They are no longer alone in the pulpit!

Blogging has tremendous evangelism potential.

The hardest part is getting started.

Here are some quick tips to help you get your feet wet as you work toward a daily presence on line.

  • Look at next month’s church and community calendars and lectionary readings. List 15-25 topics that come to mind. For now just write a headline for each. You can change it later.
  • This is your roadmap. Write a post for five of the headlines, aiming for 300-500 words. Write the others later after you’ve created a rhythm.
  • Now go to your chosen blog platform. (We use WordPress). Register a url (web address).
  • Choose a theme. You can change it later. Post just one post, adding the others every other day or so. Blogging twice a week is a good starting point, but things will start to happen when you start posting daily.
  • Remember to write for other people — people who may not have any church affiliation. Remember to address — Witness, Education, Stewardship, Worship, Social Ministry, Fellowship and other topics pertaining to your congregation and community.

This is how you start. There are more details in our archived posts on Social Media.

HAPPY BLOGGING!

photo credit: Dominic’s pics via photo pin cc
05 Sep 2012

Why should churches blog? 5 unexpected reasons!


The Alban Roundtable discussion this week presents cautionary tales on what can go awry when using email to communicate.

Comments so far have been: We know, we know. But this is the world we live in.

They are right. If people are going to email, there is nothing you can do to stop them. You CAN, however, provide good content to encourage reasonable and helpful online dialog.

Create a church blog.

2×2 advocates the development of church blogs as a less emotionally charged way of promoting online discussion. Blogs invite participation. Thoughtful posts will result in thoughtful comments—moreso than on Facebook and Twitter. Blogs allow you to moderate comments, but generally we recommend that you moderate the first comment only, simply as a way of verifying that the contributor is not a spammer. Access to the online discussion must be fairly free. If you start editing or rejecting comments, your blog will be seen as the voice of the favored in the church.

Establish guidelines for your commenters. People will cooperate. If you feel you must edit a comment, you can tell the contributor (offline) why it violates your community rules.

There are many advantages to blogs. Some you can anticipate. We’ve listed some above.

This morning, Blogger Mark Schaefer posted five unexpected benefits of blogging. Although Mark is a businessman, his words are very personal. His insights apply to church. 2×2 has been blogging for more than a year. We have experienced the same benefits.

Here are Mark’s insights as they have applied to our church blog . . . and can apply to your church blog as well.

Blogging heals

Redeemer, the sponsor of the 2×2, is a congregation experiencing ongoing rejection and bullying within the Church. It’s painful, and the Church has been unresponsive—hoping we would just roll over and die—even five years after that tactic has proven ineffective!

Blogging has given us a voice which is healing to our community. It has given us reach and it has validated our ministry (to other Christians if not to our nearest neighbors). We know we can still fulfill our “missional purpose.”

Blogging connects

This has been the most amazing benefit of our blog. We have connected with other Lutherans, other denominations, other religious institutions and ministry efforts all over the world. We have come to know many by name and hear from several daily. Some have been helpful to us. We’ve been helpful others as well. We have invitations to visit in Asia and Africa!

Blogging defines

Where does the church stand on issues? Often we allow church experts to draft statements about what we believe, but let’s face it. They are rarely read or used more than a month after they are published.

Why do we allow others to decide what we think? In the past, there was little choice, but dialog online can help congregations participate in issues and respond at the local level. The official response can be helpful but it shouldn’t replace our own consciences.

When you take an issue you aren’t quite sure about and start to write, you can begin to sort out your thoughts and realize what you believe. Sometimes it surprises you!

2×2 posts some ideas, knowing they are not fully defined. Sometimes the ones we think are most nebulous start to get responses — often by email—thanking us for our position. We often learn that others are struggling with the same issues. They add a penny or two to the dialog—which we incorporate in future posts.

Blogging teaches

Mark Schaefer points out that his blog opens his eyes and teaches him. 2×2 says “ditto!”.

Blogging inspires

2×2 looks for messages that inspire and includes them in our editorial mix. We often get emails thanking us and telling us how they intend to use the information in their ministry.

These are five things every church needs. Why aren’t we doing it more?

We have one answer to this question! Tomorrow’s post.

04 Sep 2012

Change the Dynamics of Church

Give the People A Voice

The patriarchs and matriarchs who populate the pages of today’s Old Testament had a very personal relationship with God. Communication was anything but one way. They argued with God and did their share of ranting. They felt confident enough in dialog to attempt to make deals. They praised God and laid their sorrows and shortcomings at his feet. The result was a lot of creative energy. Something worth writing and remembering. Compare the Old Testament record with a typical congregational history today, which usually details a list of pastors and building projects.

Jesus continued that relationship in his discourse with the disciples and the growing tribe of followers. Jesus gave God a face, making it still easier for people to engage with God.

God wants to be part of our lives. The Bible encourages us to be in regular conversation.

A pastor in one of our recent Ambassador visits exhorted people not to go to God with their little problems. Solve them yourself and save God for the big things was her message. That’s not a limitation placed on us by God. God wants us to feel free to turn to him with matters big and small, joyful and painful.

God is big enough to handle everything.

The thinking that God needs a gatekeeper to handle our needs has fueled the ego of Church leadership through the centuries. It creates an illusion of power. Church leaders have God’s ear.

Church leaders speak; people listen.

This makes sense only among managers—not leaders.

This can change. The internet returns the voice to the people.

Even the pope cannot expect to make pronouncements that are met with silent obedience. Recently, the long arm of the Vatican reached across the ocean to slap American nuns on the wrist for not doing more to enforce Church teachings on contraception and abortion. Their response was something on the order of: Sorry, you’ve got us all wrong. We can’t be all things to the Catholic church. We know what our mission is and we aim to follow it.

Such cheekiness would have been unheard of decades and centuries ago. Today? It’s just the way it is going to be.

This will make the Church far more effective — if not powerful.

The old system is unwieldy. A church leader makes a pronouncement which probably must be repeated for years before the message hits home. Church members may ponder it. They may go home and do nothing about it. Action will probably result when something becomes dire, The Church does good, to be sure but in many areas, social action in the Church lags years behind actual need.

Today, no Church leader can expect to lead from the pulpit without being questioned. In fact, we should take a lesson from the Bible and encourage religious dialog.

God wants us to be involved. Our ears and voice is where that begins.

Today, laiity have equal voice. When they learn to use it — Watch out, world!

01 Sep 2012

Practicing Happiness Techniques in Worship: Part 2 of 5

Write A Daily Journal Entry

An unexamined life is not worth living.

—Socrates

Shawn Acher’s second recommendation in The Happiness Advantage is to write a daily journal entry addressing in depth something that added joy or happiness to your life.

Writing things down has a power. Motivational experts often give advice to commit hopes, goals, or intentions to paper to increase the prospects of making them reality. “Post your goal on the whiteboard. Make a “to do” list.” The act of writing changes the brain’s priorities. It will help you solve problems and determine direction. Acher adds, it will also help you be happy.

There is something to the discipline of doing something daily. Blogging experts always advise posting two or three times a week. Daily if possible.

Some of the most faithful Redeemer members are dedicated daily readers of devotional books. Even in our exile we have kept up Redeemer’s subscription to the ELCA devotional book, Word in Season. Our members purchase multiple copies.

Enthusiasm for daily devotional readings doesn’t stop there. Redeemer members still stop by other East Falls churches, share extra books and pick up copies of other denomination’s devotional booklets. They often come to worship eager to compare readings from the different publications.

One recent Sunday morning we met at a local bar/restaurant. (Our eviction from God’s house leads us to the strangest places!)

We hadn’t planned an Ambassador visit that morning, but we like to get together regardless. While we awaited breakfast one member said, “Let’s read from our devotional booklets and have a prayer.” She reached for her purse and tapped her arsenal of dog-eared booklets, leafed through them, and chose some readings. We sat in that bar and had our morning worship!

Daily devotions is a discipline which has contributed to our ongoing happiness even under persecution.

But Achor is advising writing! That’s a bit different! How can this enhance congregational life?

IDEA 1:

Try asking your members to write happiness experiences in the form of devotional illustrations. Each week list the daily lectionary scripture readings in your worship bulletin. You can find them online. Invite members to share some of their thoughts based on the readings.

IDEA 2:

Here is where your web site can be put to work. Create  a “happiness” page. You might label it “Blessings.” With permission, post your members’ writings. Compile them into a weekly newsletter and email them to your followers.

Use one or two of the best in worship.

IDEA 3:

Actually mail some writings to shut ins, students, or new members — anyone that might need a word of encouragement. You can use greeting cards or letters. Physical mail can be powerful, a meaningful departure from the digital age.

Your members will be boosting their happiness quotient and sharing the joy!

__________

Remember Acher’s advice: Give it at least 21 days! Our advice, as a group give it three months.

What ideas to you have that might make happiness journaling part of your worship life?

20 Aug 2012

Restoring Trust in the Church (for the first time in a long time)

Building on a post by Lou Hoffman in “grow”—which builds on the thinking of Mark Schaefer.

The headline grabbed the attention of this Yankee.

Adopting the Piggly Wiggly View of Social Media

Piggly Wiggly? Isn’t that the grocery store in the movie, Driving Miss Daisy?

Piggly Wiggly, as a little research reveals, was the first self-service grocery store. Very few people are alive today that remember any other kind!

Back in 1917, an entrepreneur set out to change things. In those days, if you wanted a bag of flour, you walked into the local grocery with your own wicker basket and stepped up to a counter. The clerk fetched a bag of flour from behind the counter. You went down your list with the clerk turning to collect your desired items from the shelf and assembling your order on the counter before filling your basket and accepting your coin.

Clarence Saunders got rid of the counter. He stacked shelves with food and allowed customers to roam around and choose groceries themselves. He put prices on each item and provided a cart with wheels so you could buy more items, more easily. Revolutionary!

He met with resistance. All innovators do!

Stockholders feared customers would rob them blind. Sure, there are shoplifters, but for the most part, we all go to the grocery store today and select our own food.

Learn from this, Church. Get over your fear; trust the people.

Trust is not really very common n the Church. Much of Church tradition grew from distrust.

This is regularly displayed in the presentation of the Eucharist. One common method requires clergy to be the only hand to touch the host, placing the bread in the mouths of parishioners like a parent bird. The custom grew from the Church’s lack of trust in her people. If you allow peasants to touch the host they might not eat it like they are supposed to.

When trust is absent, control steps in. With control comes power. Power is a hungry beast that needs regular attention. Eventually, controls become so harsh that people no longer trust church leaders.  Reversing established controls is difficult. Result: no one trusts anyone. Some church!

Social Media relies on trust. The Church has been very slow to embrace Social Media. No surprise! Social Media cannot be controlled top-down and that’s all the Church knows.

Social Media has arrived just in time. People’s trust in Church leaders has been shattered by scandal. The actions of a few can bring the downfall of many.

Religious groups must recognize that faith and involvement in Church is optional.

By the way, the modern grocery story opened many doors. Sellers of products could now get the attention of the consumers without relying on the grocer. Consumers, by roaming around a well-stocked store, became familiar with cooking and cuisine from all over the world.

Think what opening the windows and doors with Social Tools of the Church might do!

Trust is a responsibility. There was a time when dialog in the Church was one way. This was back in the day when authorities made the rules, published the books and held the key to the treasury which was kept full by exerting power.

Today, it is two-way. It is likely that a lot of dialog will happen before the Church actually starts to listen. But people do have a voice and will learn to use it.

If this is not recognized, the leaders in the church will become reactionary, doing whatever they can to hang on to old-fashioned power structure even as the congregations they serve fail.

This is no way to run a Church.

photo credit: Surat Lozowick via photo pin cc
09 Aug 2012

How Hierarchies Are Putting the Church Out of Business

Hierarchies start with the best of intentions.

  • Centralize authority to ensure quality and efficiency. Call it leadership.
  • Pool resources for cost effectiveness. Call it stewardship.

This has worked only short-term. In the long run, it has been disastrous and self-destructive.

The Church has been in the hierarchy game for a very long time. The Old Testament dallies in a number of systems—patriarchy, slavery, judiciary, military, monarchy—each with strengths for the moment, each going awry to be dealt with by a powerful, vengeful (but still loving) God.

The New Testament, puts all of this aside and forges a new relationship between God and His people, centered not on wrath but on love.

As Christianity spread, scattered faith communities sought unified leadership. The keys handed to the fisherman who set out with a walking stick and the shirt on his back were soon held by those with well-appointed robes and massive treasuries. The only way to keep the coffers full was to exert power.

The trappings of power created the illusion of necessity. Necessity became entrenched. If anyone noticed that the system was leading nowhere, they were dealt with swiftly.

The well-intended system stopped working a long time ago. It took centuries for Reformation to attempt to do something about it. Its success was limited and its message seems to be forgotten.

That’s the way with hierarchies.

Today, every person wields tremendous power. A teenager holding a smart phone controls more resources than worldwide television networks had twenty years ago.

When church members in the pew realize this, there will be a new Reformation. The only delay in this happening is the long tradition of lay people doing little but following and the innate desire of God-loving people for peace and pleasantry.

There are still many (if far fewer) satisfied followers sitting in the pews. Knowledgeable, motivated leaders among them are beginning to realize that their considerable efforts to gather resources to support the hierarchies isn’t good stewardship after all. They are growing weary of struggling for resources that do nothing for their communities but maintain a building and support a requisite hierarchically named pastor. They are looking for new supporters, but the lines of people looking for controlling relationships with its own system of taxation is very short.

For the time being the hierarchies are licking their chops as they glean the last kernel of corn from the field before they give up their ways—all the while preaching that the problems of the Church are that congregations won’t change.

Hierarchies don’t really want change.

But change cannot be avoided.

There are fewer churches and fewer Christians. Same old hierarchies.

photo credit: K e v i n via photo pin cc (retouched)
06 Aug 2012

How Many People Heard Your Sermon This Morning?

In dozens of churches near Philadelphia and hundreds or even thousands of churches across the country, hard-working pastors stood before their congregations this morning and delivered sermons to fewer than 50 people.

A conscientious pastor probably worked for days on that sermon. He or she probably spent the same amount of time on his or her sermon as far fewer pastors who delivered sermons to larger congregations.

Preaching is a major investment for every congregation whether they have 50 members or 1000 members—probably half the annual church budget.

Yet churches resist using the tools the modern era provides to preach the gospel to every corner of the world.

2×2, the web site that grew from Redeemer Lutheran Church’s exclusion from the Evangelical Lutheran Church in America, began with little experience with the internet. We had only a static web site which we rarely updated — just like the vast majority of churches who are concentrating on paying a pastor.

2x2virtualchurch.com became our new site.

2×2 studied the medium and followed recommended practices. We had no money to invest in outside help, so we learned how to do this ourselves.

Perhaps we were the perfect candidates for this evangelism frontier. We discovered that a small church can swim with the big fish!

Here is a mid-year report from the congregation SEPA Synod claims doesn’t exist (because they say so).

  • Every DAY 106 followers read our messages with our posts delivered to their email addresses. Huge potential for growth here!
  • Every WEEK an additional 250 or more come to our web site for information.
  • Every MONTH more than 1000 new readers find our site.
  • We’ve had 7000 visits this YEAR (in addition to our daily readers) and are on track to double that by the end of the year.

(Editorial update-Jan 16, 2013): All of these numbers have doubled since this was published five months ago!)

2×2 started strong in the Middle Atlantic states and California. In recent months our readership in Southern states is spiking. We’ve had readers in every state and regular readers in a dozen countries. Six congregations write to us weekly and share their ministry challenges and successes.

Topics which draw readers to 2×2 are (in order of popularity)

  • Object Lessons for Adults
  • Social Media
  • Small Congregation Ministry
  • Broader Church Issues
  • Vacation Bible School

We’ve learned that it is impossible to predict the popularity of a post. We had a Whoville theme party last January and the post about that still attracts search engine traffic several times each week. A post about a visit to a small church in a Philadelphia suburb and its pastor’s “brown bag” sermons for adults began attracting new readers daily, which led us to develop object lesson sermons.

Several seminaries have sent students to 2×2 for discussion topics.

2×2 has established both a mission voice and reach that rivals or surpasses mid-sized churches. We’ve done it on a shoestring budget. Another year to 18 months will no doubt add to our reach.

We will continue our experiment in modern evangelism.

How many people heard the sermon your church paid for this morning?

photo credit: Photomatt28 via photo pin cc
05 Aug 2012

Social Statements As Ritual

In a previous post, we noted how the Church, when struggling, turns to adjusting a rite or ritual to create an illusion of accomplishment.

The Evangelical Lutheran Church in America has a ritual that exists outside of worship. It is called the Social Statement.

Social Statements, Messages and Resolutions

Social Statements are treatises explaining the official position of the Church on topics of concern to both the Church and secular society. They are designed to facilitate discussion in hopes that congregations address issues on their own but in keeping with the teachings of the Church.

Lutherans value individual belief and diversity, so the Statements, for the considerable work put into them, carry no real weight.

The ELCA has been in existence since 1988. It has issued 11 Social Statements. Topics include: abortion, Church in Society, the death penalty, economic life, education, the environment, genetics, health and healthcare, peace, culture and sexuality.

For situations requiring more expediency, the ELCA Church Council adopts Social Messages. In the past 23 years, they have addressed 12 issues.

Carrying less weight is a third level of statement: Social Policy Resolutions. There are tons of these sitting on the ELCA website.

Drafting Social Statements in the Digital Age

The process of drafting Social Statements began before the full power of the internet was realized. Individuals are named to a commission that creates a draft document. Discussions are held at the regional level with the commission drafting the final document to be voted on by the Churchwide Assembly.

It is now possible to have ongoing debates without scheduling geographic meetings with their limitations.

Discussion could take place regionally or on the denomination’s magazine site. This site is open to all by subscription only, which limits its effect as a forum and evangelical tool. The internet eliminates logistical restraints but the Church creates new ones!  

The documents, even in draft form are available on the web. It would be interesting to know the statistics of how many times these documents are downloaded, shared, tweeted, etc. This could only increase readership and effectiveness and should be easy to do. Comments should not only be allowed, they should be encouraged. Without interaction, they sit on the national church website gathering cyberdust.

The Current Effort

The ELCA is currently developing a statement on Criminal Justice for consideration in 2013. The Church’s view on this topic should be interesting as it has exempted itself from the laws its members are expected to follow. When challenged, it cries “Separation of Church and State” but does not hesitate to use the courts to force its will on congregations as evidenced in the Southeastern Pennsylvania Synod and its treatment of the members of Redeemer congregation. On this issue, where the church is a lead player, there has been no room for diversity. Members have been denied voice and vote by decree. Open discussion is discouraged.

The Church addresses issues with minimal impact. There is the illusion of caring and involvement.

Now what? Work done?

02 Aug 2012

2 Approaches to Preaching Online

2×2 has addressed the temptation for pastors to dismiss the web site as a place to post their Sunday sermon — which probably attracts zero readers. But we haven’t recommended any examples of good use of the web. Today we feature two.

Let’s start with the posting of sermons. While we advocate against this as a feature of congregational web sites, there is a pastor who has done this in a very helpful way.

Pastor Vincent Gerhardy of Australia offers his sermons online as a resource to other churches. Pastor Gerhardy has posted all of his sermons for the last eleven years.

His web site indexes his sermons by lectionary year and scripture. He makes them available to all and asks only that you ask permission to use them. His current sermon is usually posted the Friday prior to its “airing.” (Would he do this if he thought his congregation would rush to the web and read them in advance?)

This was a very helpful resource to our lay-led church. 2×2 (Redeemer) found this website about five years ago, when a pastor, engaged well in advance of Christmas Eve, called at the last minute with the message that he prayerfully could not go against the bishop and preach a Christmas message to the people of East Falls.

His decision changed Redeemer’s worship for the better, forever. We never again used a supply pastor.

We admit to feeling a bit frantic that Christmas Eve. We googled Christmas sermons and found Pastor Gerhardy. A match made in heaven? Perhaps.

We learned there was no reason to go to the considerable expense and trouble of engaging a supply pastor. After years of supply pastors, we had heard most of their stock sermons several times!

Centered around Pastor Gerhardy’s sermons, we developed lay leadership in leading our own worship. We discovered many talents within our congregation which had been fettered by the presence of a pastor. Soon almost any member of Redeemer could stand up and lead worship with a moment’s notice.

We rarely use his sermons totally word for word. We change the Australian colloquialisms and occasionally update an illustration, but his foundation of solid preaching—made available to the world—has been a God-send.

We have used Pastor Gerhardy’s biblically based sermons (carefully referenced) with a consistent message of love since 2008. Although we have never met, we look forward to his “voice” and often have discussion of his sermons during worship.  We look forward to them when we meet together in East Falls once a month. We correspond with Pastor Gerhardy a few times a year to show our appreciation.

Pastor Jon Swanson uses the web in keeping with the ways 2×2 has recommended. He presents daily insights in short, 300-word, parable-like analyses of scripture. He has several expressions — his blog and by subscription what he calls 7×7. Seven minutes of scripture study, seven times a week.

If you are developing an online ministry, study this site. Note the interaction he is receiving from readers, some of whom start out — “I’m not a Christian, but . . .

 . . .but people will read a short, well thought out message presented to them in the world they live in a way that resonates with them. Modern preaching!

25 Jul 2012

Tackling Obstacles to Social Media: Part 4 of 4

Overcoming Lack of Leadership

The fourth, final, and greatest obstacle for congregations and the Church in implementing Social Media into ministry is Lack of Leadership.

This may sound odd, but true leadership in the Church is a rare commodity. Church structure is self-perpetuating. There are varying systems for identifying leaders, but generally leaders are chosen by the status quo for the purpose of maintaining the status quo.

The Church is stuck in a feudal model of leadership that has long-outlived its purpose.

A reading of Scripture reveals that God, quite regularly, challenged status quo leadership. God chose game-changing leaders from the most unlikely places.

  • Noah, the nut who built the ark.
  • Joseph, the boy sold into slavery by his jealous brothers.
  • David, the shepherd boy.

The list of leaders who defied hierarchical succession is quite long. But such challenges are rare today.

Church leaders, whether at the national, regional or congregational level, like to feel that leadership is their domain. Lay leaders are validated by them. And while their stated goals may be to build God’s kingdom, the focus is on making sure the system continues to support life as they know and enjoy it.

Social Media turns this thinking upside down.

Leadership in Social Media is going to come from lower rungs in the hierarchical ladder. Those perched near the top will not buy in until they see a benefit. They won’t see a benefit until it somehow makes their lives easier or more secure.

It is still worth doing.

Expect skirmishes with the hierarchy. The pope recently chided American nuns for not towing the line. It backfired. The nun’s responses were quick, well-reasoned, public, unapologetic and revealed that the Church does not understand today’s world.

In the corporate world success is measured with bottom line results. Their epiphany took only a few years before virtually all of corporate America cut back traditional marketing in favor of Social Media.

The corporate Church is going to be a tougher nut to crack. Failure is tolerated much longer in the Church.

Leadership in Social Media in the Church is going to come from the lay sector.

Lay people will bring their knowledge from the corporate and social worlds that are part of their experience.

We wish we could give you step by step advice, but 2×2 has been working at this for almost two years, reporting our results regularly. Our regional body dismisses our web site as existing to solicit money. There are no solicitations for money on 2×2, nor is there a mechanism for collecting money. We very recently joined a couple of affiliate marketing programs for the experience, so we could advise more than profit. Full disclosure. We have made $50.

Here is our sad but heartfelt advice for overcoming the lack of leadership.

  • Don’t go into Social Media expecting help from Church Leaders.
  • Tap your lay leadership. Support them.
  • Make your Social Media work a team effort, inviting clergy to participate.
  • Use the statistics to guide you and build support among your people.

Eventually, professional leaders will take notice and you will have done a great service. Be prepared. If you are successful, clergy will line up to take credit.

photo credit: dirk huijssoon via photo pin cc
17 Jul 2012