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Social Media Ministry

Comments in Social Media vs Contact Information

2×2 is an experimental site in a fairly new medium, so we are learning along with everyone else. A recent real life lesson is teaching us the difference between “comments” as a way to interact vs actually posting contact information.

2×2 was launched in February of 2011. It is built on a blogging platform, so comments have always been possible. We had not included obvious phone numbers or emails. We thought the comment mechanism was the way interested people would reach us.

Our overall goal is to create helpful dialog on issues which affect small church ministry but are not often discussed. How that happens is up to our readers! While we have always invited comments, “getting comments” has never been a goal as it is among many bloggers.

We have followed analytics on our site since about June and we knew that we were getting many international “hits.” We had no way to measure whether or not they were quality hits or accidental surfing hits.

About a week ago, a reader wrote to us via a comment asking for contact information. We immediately responded by posting a contact name and number in the sidebar. We have been in regular communication since. We have begun to hear from others as well — not on the site — but via email and telephone.

Our emails are proving that we do, indeed, have a national and international following that is beginning to put us in direct contact with ministries we would have never known about years ago.

This morning we had a detailed email from a ministry in Pakistan, thanking us for our web site. The pastor sent us links to their ministry site and asked for our prayers.

Was it coincidence that a 2×2/Redeemer member suggested last week that the 2×2 web site begin to include a prayer list? Probably not.

2×2 is a place for sharing about ministry and we will always be glad to feature ministry news that will benefit the labors of other small Christian communities. We will consider linking to any ministry that sends us information to verify their ministry efforts.

And, of course, we will add your ministry to our soon to be published prayer list.

Lesson to be learned: Comments are nice, but communication is better!

19 Jan 2012

Bloggers Block Checklist

There is tremendous potential and power behind church blogging, but a blog is a hungry beast and feeding it can be a challenge. We periodically publish idea-starters.

Here is a checklist to help you with bloggers block. Remember to first look at every idea from the standpoint of readers and that includes your community who do not attend your church.

1. Scripture

Scripture readings in most mainline churches have a form called the Common Lectionary. You can look them up in advance, ponder the meaning and relate it to a topic of interest to your community or congregation. Our Social Media Editorial Calendar includes Sunday readings — but there are weekly readings as well and alternate readings for special days. (If your church is named after a saint — there’s something to write about).

2. Church Year

Church life rotates unendingly around the key events in the life of Christ — Advent to Christ the King, followed by a long summer and fall of Pentecost, post-Pentecost or Ordinary Time, depending on your tradition. Whatever it is called, it is a period not directly related to any of the festivals associated with the life of Christ and is often viewed as a period to explore Christ’s teachings. So explore them!

Look ahead at the Church Year and relate seasonal topics to community and congregational life.

3. Community Events

Is your community involved in an election with significant issues? You can address these topics without becoming partisan. Examine the effects of issues and point out facts. Example: How will a tax hike impact the poor? How will failure to provide new revenue hurt the poor? Regardless of outcome of an election, how will the Church respond? How has your church responded?

Is your community working together on a common problem? Tell how your congregation is part of the solution.

Is there an event coming up — not sponsored by your congregation — that your church intends to support? Write about why you care.

Yes, you can write about your church events as well! Just remember that you want to grow readership beyond your immediate community.

4.  Community Calendars

Back to school, community celebrations (Fourth of July, Thanksgiving, popular festivals) are all things churches can and should talk about. Make sure your church weighs in on Easter and Christmas! Mention school activities. Are your youth involved in the high school play or do they play on the football team? Interview them on a video.

5. Church Life

What has happened in your church that might interest the community? Was there a great “takeaway” from a sermon that might make a two-minute video? Was there a fund-raiser to report? Tell how the effort benefits the community.

6. Ideas

Blogs are great places to explore ideas. The more viewpoints the better. Keep your ear to the ground for topics that might be interesting to others. What was discussed at the last coffee fellowship? What did you overhear in the diner? Allow for different viewpoints.

7. Action

Last, talk about the actions your church community takes in regards to all topics.

10 Jan 2012

How Do You Measure “Church” in A Digital Age?

The things we measure are not always the things that count.

Churches have vital statistics. Most people in the pew pay little attention to them. Pastors often pay little attention, too. Denominations have a hard time collecting parish data and sometimes they make up their own statistics.

Maybe it’s too depressing. Maybe we measure the wrong things.

Typical parish statistics include:

  • Worship attendance
  • Number of baptized/confirmed members
  • Percentage of members attending worship
  • Number of members involved in Sunday Schools and VBS programs
  • Regular giving by members
  • Endowments and property assets
  • Operating expenses and debt
  • Contributions to benevolence (what the local parish sends to the denomination)
  • Contributions to mission
  • Ethnic and racial makeup of a congregation
Little of this says anything about what a congregation does or is capable of doing in the modern world!

In most congregations, at least in the ELCA, most traditional statistics are dropping dramatically.

Some of these statistics are rather old fashioned.

Once upon a time, a parish had to give money to centralized authority to be dispersed for mission. Today, congregations can and do choose mission efforts in the community and bypass their denominations, which skews that statistic.

Operating expenses assume a pastor’s salary and property as foundational expenses. Neither may be necessary anymore.

There are many other things in a congregation that can be measured (but aren’t) and there are even more things that are difficult to measure.

If we start looking at other sources of data, our view of parish ministry might change.

Internet ministries are very measurable and can be very helpful in directing church ministry. Very few congregations bother or work only half-heartedly in a self-focused way.

2×2 concentrates on internet outreach — and we’ve only begun!

Here are some statistics on our first 10 months of internet ministry.

2×2 published its first post in February 2011. We had practically no traffic for six months. In mid-summer, we began publishing daily and the site has grown since. There was a slight dip at Christmas time but we have already recorded our most traffic ever only four days into 2012, so we expect the statistics to continue to grow — as long as we continue to work at it.

We have recorded 2100 site visits. For the last two months, 2×2 has consistently registered 100-150 views each week. We have about 70 subscribers/followers who receive our posts by email and so are not counted in site visits data. Our average daily on site readership is about 25. So it is fair to say that 2×2 has 100 daily readers.

2×2 has been visited by someone in all but three states with regular viewership in several states. We have viewers around the world with regular readership in several European countries, Canada and Australia.

We can follow our reader’s interests and provide content accordingly. 2×2 readers are most interested in Social Media and the Church and Children’s Sermons. Our articles on Multicultural Ministry were republished by a reader in Texas. The Editorial Calendar we created to correspond to the Lectionary has been downloaded dozens of times.

2×2 has a presence beyond its online ministry that is more difficult to measure (like most ministries), but in 2×2’s case, it is made all the more difficult to measure because the members of 2×2, who are also members of Redeemer, East Falls, have been excommunicated from the ELCA — without discussion or congregational vote — with the denomination claiming our property and financial assets against their own denominational rules.

Imagine what might have been accomplished if our abilities had been measured!

The church needs to take a fresh look at how they measure ministry.

04 Jan 2012

One Important Question for Church Bloggers to Remember

We live in a world of big box stores that are as likely to have security guards standing at the door as “welcomers.” But it wasn’t so very long ago that the typical shopping experience was much more personal.

You would walk through a shop door and a clerk behind a counter or perhaps stocking shelves would look up and say, “Good morning. How can I help you today?”

This is a great question. It is different than a shorter “Can I help you?” or a brusk “What do you want?” which both sound a bit like your visit is an interruption.

The phrasing is actually important. “How can I help you today?” defines the role of the shopworker and lays the foundation of the transaction that is about to follow. The shopworker is the servant. The shop visitor is there to be served. Furthermore, it prompts the customer to define his or her expectations and opens the door to new possibilities.

There is also an immediacy to the question. “How can I help you today?” implies the desire to drop everything and care for the customer’s needs at the moment. The shopworker is reminded of his mission every time he or she asks the question.

How does this relate to blogging? There is no customer standing in front of you.

Blogging is hard work. It can be solitary work when you are trying to find a topic of interest. It is extremely common for bloggers to burn out after a few months. You will face dry spells. You will struggle at times to find direction. But it helps to remember that when your fingers hit the keyboard, you are initiating a transaction with your readers.

Remembering to ask this question will help. Write it on an index card. Tape it to the side of your computer screen. “How can I help you today?”

An image of your audience may begin to form in your mind. You may start to imagine them at work in their lives.

Soon other questions will follow: What information are they looking for? What questions do they have that I am qualified to address? How can I make their day better or their work easier? Do they know God? How can I help them know Jesus?

Come to think — this is a pretty good question for all Christians to ask themselves as they gulp down their morning coffee.

08 Dec 2011

How to Choose A Community Manager for Your Congregation

Community Manager? What’s that?

Community Managers coordinate the various Social Media used by your church, whether it be the blog, Facebook, Twitter or the web site. It’s a new job description even within the corporate world. Churches using the internet will need to address this new societal role as well. Within a decade, this may be one of the standard church positions along with pastor, sexton, music director, organist, or youth leader.

Social Media is a powerful ministry tool which must be managed to be effective. It is not enough to simply advertise that you are on the web or have a Facebook page. These are tools that must be used in real time!

Our Ambassadors have explored the Facebook presence of a number of churches we visited. Most have very little interaction on their Facebook pages. We were surprised to see that one of the smallest churches had a much higher “edge rank” than larger churches. It was not surprising to us that this church had impressed us with their connectedness to their neighborhood even before we saw their internet stats.

In contrast, a denominational internet presence can reveal very little interaction with readers — typically a few posts in the months after the site was announced and not much but announcements from the denomination since.

We are all learning to use this new tool.

As you develop your internet usage, think about the day when you might need someone to coordinate  things. Social Media must be managed. It is a role which is important enough to fund and can promise a measurable return on investment (to borrow a business term).

  • A Community Manager must be a social person. Look for a person who would be interacting with members and visitors even without the internet.
  • A Community Manager must have good communication skills. He or she will be writing a lot and the ability to express your church values clearly and accurately is paramount.
  • A Community Manager must be nice. People won’t interact with an authoritarian, judgmental, didactic or sarcastic moderator. The church forum is not a place to show cleverness but concern.
  • A Community Manager must care and be prepared to act on their concern. If people pose a problem to your church on its internet forums, they are looking for more than offers of prayer. A Community Manager must be prepared to channel important inquiries to appropriate leaders for action. Some action must be taken or your internet presence will become dormant.
  • A Community Manager must be able to work with many people. The information gleaned from the internet must be channeled to others.
  • A Community Manager must be flexible. This is territory where the best planning can go out the window at any time. Planning is important, but the ability to respond to the realities of the present is also vital.
  • A Community Manager must like technology. They don’t have to come into the role as an expert on all the resources and techniques available (no one in this field knows it all!), but they must embrace learning, be willing to become engaged with online experts and communities and adapt as things change…and that is often! They must be willing to try ideas an honestly measure their effect. They cannot be tied to one medium. Facebook might work best with one community. Twitter might be more effective in another. Blogging might work with all.
  • A Community Manager must reflect the values of your church.  He or she may be the first person outsiders come to know. Of course, every member is a face of the church, but the Community Manager will be in the spotlight.
07 Dec 2011

6 Reasons for Pastors and Congregations to Blog


Our Ambassadors study web sites as we prepare for visits. A few have snappy web sites or adequate, static sites. Some have barely functioning web sites. A surprising number have no internet presence whatsoever.

Now and then we come across a web site that features a Pastor’s Blog. This raises our interest. Blogging is a passion of 2×2’s. We have come to expect disappointment. The blogs are often no more than a few posts, months apart, and the most recent post is often years old. The blog posts tend to be personal musings aimed at the congregation’s existing community. No wonder they ran out of steam!

Ministry opportunity is being lost! Pastors should blog. Congregations should blog. Here’s why:

  1. Blogging is team work. Maintaining and growing a blog is work that should be shared. Working together on developing a good congregational blog will help your members and leaders bond, build community, and find ministry and mission opportunities.
  2. Blogging provides direction. Blogging is a tool to help your congregation stay connected with the people you serve. Posting content several times a week is good lubrication to keep your ministry from getting rusty. You will be looking constantly for issues to address. You will meet new people and organizations. Who knows how this could impact your ministry?
  3. Blogging builds trust. Bloggers wear their hearts on their sleeves. Publishing daily in a forum where your thinking can be challenged as easily as applauded keeps your thinking grounded. Readers will notice, respect and trust that you have others’ interests at heart.
  4. Blogging helps you reach out. Blogs help seekers find you. This won’t happen with four posts a year though! You need to treat your blog with the same importance you treat the preparation of a sermon or worship service. It is likely that it will be read by many times the number of people who attend worship! (2×2 started our blog nine months ago. We now have 100-150 new readers every week!)
  5. Blogging expands your point of view. Blogs allow for interaction. Your readers can comment on the ideas you present. Commenters influence the dialogue. They may applaud your efforts; they may point you in a different direction. Good bloggers listen and respond to all legitimate comments whether they agree or not.
  6. Blogging returns us to Christ’s approach to outreach. Congregations often exist with a fairly narrow focus on the world, fashioning ministries around tradition and doctrine. Outreach efforts often focus on trying to find people who fit into the community culture as it already exists, with thinking that mirrors their own. In contrast, Christ’s approach was to build upon encounters with the least likely prospects. With disciples grumbling in the background, Christ approached lepers, the possessed, children, women, criminals, rulers, church authorities and outcasts.

There is power and momentum in blogging. It takes work, but it is work that can  bear fruit and multiply.

04 Dec 2011

Categories Give Blogs Structure and Direction

Categories are collections of content that relate to a designated topic.

A previous post explored how “categories” help readers wade through pages of valuable content. They can also be a valuable tool for you as author.

If you are like most people, you started your blog with just a couple of posts in mind. Categories were the last thing you were thinking about. Now, several months later, you have a blog with a dozen or more posts and your interests are beginning to broaden.

Scroll through your posts. You are probably finding some of your best content buried, requiring a dedicated reader to scroll for seconds to find them. Placing them in a category is the fastest and easiest way to make your older posts more prominent.

Look again through your blog posts. Do you see any recurring themes? Make a list. These are your categories.

You do not want to create a category for only one post. In your mind you are just starting to write on the topic. To readers it looks like you have no passion or authority on that topic. So hold off until you are sure you can offer your readers more than a fleeting opinion.

Creating categories becomes a useful planning tool. You will begin to understand your blog and its structure. This may give you insights about your blogs future and help you plan future posts.

Here are the steps to take when creating categories and developing your blog into a useful resource.

  • Review your content.
  • List the topics you are writing about.
  • If you see a topic that is of great interest to you, but you’ve posted only one article, pull out your editorial calendar and brainstorm more topics for that category. Hold off on creating a category until you have at least five posts to add.
  • Your review of categories might identify a dominant topic. This could lead you to create a separate page for that topic or even to create a separate blog.
  • Once you’ve identified a few categories, plan for how you will continue to address each topic. You might want to address each topic every week. Soon you may find a structure. Write about topic A on Mondays and Topic B on Wednesdays, for example. You might want to add a special feature such as a poll on Fridays. Soon you will have a PLAN!
  • Review your editorial calendar and make sure each category is regularly represented.
  • While you are at it, brainstorm new content ideas for each category you’ve identified.

As you develop your blog, you will want to start publishing newsletters, white papers and perhaps even ebooks. If you’ve carefully maintained your blog categories, you’ll be able to easily identify content to adapt to other purposes. A good bit of the organizational work for larger ventures will be done!

28 Nov 2011

Blog Categories Help Readers Find Your Posts

If your church has a blog — and you should — you will encounter the option in blogging software to list your blogposts in a “category.”

Categories are helpful organizational tools for three reasons (at least):

  1. Categories give search engines more opportunity to find your blog.
  2. Categories help readers wade through dozens of blog posts.
  3. Categories can guide you as you develop your blog’s mission and help you keep content balanced and on topic.

Using Categories is totally optional, the option becomes desirable…and soon necessary to maintain sanity!

Categories can be described as a Table of Contents in a cyber sense. Unlike a book, this Table of Contents is not linear. Readers do not move from Chapter 1 to Chapter 2. Instead, categories organize the content in an interwoven tapestry. You, the author, get to choose where the information goes. It can go in both Chapter 1 and 2, and maybe even Chapter 30!

You can add a single post to any number of categories. For example, a 2×2 post on Social Media Outreach might be placed in a “Social Media Ministry” category AND a “Church Growth” category AND a “Transformational Ministry” category. Be judicious as you decide which categories to place your blogs. It defeats the purpose of Categories to place every post in every category!

Placing your blog in a Category does not remove it from the daily blog feed. It adds it to the collection of topics on the same subject. A reader can click on the Category and read all the other posts relating to the same topic without scrolling through posts which are not of immediate interest.

Placing your posts in a Category gives them longevity. As a blogger you may be writing on several topics of interest in no particular order or changing topics from day to day. Your list of blog posts will grow quickly if you are serious about publishing. You may have great posts on an important topic that you published months before. If you do not place it in a Category, it will be buried.

Using categories helps your readers focus on the content of most interest to them. Once you have a dozen or so posts, take time to create a set of categories and assign each blog post accordingly. Each new post can be assigned a category before posting.

Now sit back and feel satisfied. You’ve helped search engines find your content. You’ve helped readers find the content that interests them.

Tomorrow’s post will show how that same few seconds you spent placing your post in a category also helps you!

26 Nov 2011

14 Reasons Congregations Should Avoid Social Media Ministry

Maybe Social Media Ministry isn’t right for you. There are plenty of good reasons to avoid it. 🙂

  1. Religion is a mystery. Let’s keep it that way!
  2. Let people form their opinions about our religion from the popular media. They do a pretty good job!
  3. Social media allows for too much interaction between clergy and laity. It’s best to maintain boundaries.
  4. We do not want to be known by our works. It’s a theological thing.
  5. Why monitor our image? We have a great reputation. No one could possibly have a beef with us.
  6. What if people who don’t know anything about us take cheap shots online? So what! Everybody knows the truth. No one will pay any attention to them.
  7. We want the people who join our church to know as little as possible when they join. That way we can tell them what’s what! We don’t want their ideas to mess up something good.
  8. Our congregation is a close-knit family. We are busy helping each other and don’t have time for other people’s problems.
  9. Pen and ink were good enough for St. Paul. No need to make any changes there.
  10. We think it is a bad idea to reach more people with the message of God’s love. What’s in it for us?
  11. If we start writing with other people in mind, they may get the idea that we care more than we really do.
  12. We can’t afford to serve any more people than we already serve. It’s just not in the budget!
  13. Who has time for this Social Media nonsense? Our current members keep us plenty busy as it is.
  14. Everything is great just the way it is.
18 Nov 2011

Calls to Action Are Nothing New to Christianity

A Call to Action helps your reader take the next step.

As you get comfortable with blogging you will want to start creating more interactivity with your readers. If you want interaction, you’ll have to ask for it. That’s where the Call to Action comes in.

Calls to Action are so important to the business world that they have their own acronym (CTAs).

You see them every day in advertising: “Call 1-800 . .,” “Send $24.95 to  . . . .” 

Typically, advertisers try to create a sense of urgency — a reason for people to take action NOW! They know that people need incentive to get off their backsides and do something. And so you see the warnings! “Act now. Offer ends July 4.” “Supply is limited.” 

This is not new thinking to Christians. Our whole faith is built on Calls to Action: “Follow me,” “Come and see,” “Do Unto Others . . . ,” “Love one another.” The challenge to the modern church is to translate biblical Calls to Action to reach modern Christians or seekers.

How do you create Calls to Action on your web site or blog?

Again, you see CTAs on web sites every day. “Click here,” “Download,” “Submit,” or “Enter.”

Churches can use the same tools. The goal is engagement with others and growth in Christian community.

Pace yourself as you build your community’s engagement and trust. 

Your CTAs should be stepping stones to involvement in your community. Help people move from the anonymity of cyberspace to “what’s in it for me?” participation to “how can I help?” commitment. In other words, watch your interactions with your readers grow from anonymous participation to sharing an email, to providing a name and eventually a physical presence.

Here’s a plan described in tiers or levels of engagement:

Your first-tier or introductory Call to Action might simply be to pose a question at the end of your blog article.

  • “What do you think?”
  • “Can you recommend a resource?”
  • “Share your experience.”
  • “Do you know anyone who can benefit from this idea?”
At this level of engagement, your only goal is to get people thinking about their involvement.

A second-tier Call to Action might be to provide a way for people to answer those questions on line with a comment box. Another possibility is to engage readers in a simple poll. Blogging software makes this easy. Limit your poll to one question and suggest just a few possible answers. It allows your readers to test the water. There is no risk. They are not sharing any personal information with you. Keep it fun. Everyone wants to know how their ideas stack up to others. Report the results of the poll in an entertaining way.

A third-tier Call to Action might be to offer something for download. 2×2 offers the Editorial Calendar for example. You can have this information offered freely (as 2×2 does) or you can ask for information when they download and begin to create an opt-in email relationship.

A fourth-tier Call to Action might be to interest readers in some action that requires a bit more initiative from your readers. Tele-evangelists, for example, often ask for prayer requests.

  • Sign up for our Walk for Hunger.
  • Volunteer to work in the Food Pantry or Thrift Shop.
  • Join our Prayer Chain.
  • Join our youth on their Mission Trip to New Orleans.
  • Attend our workshop on Autism.

A fifth-tier Call to Action asks for information and offers something of value in return for the information (an incentive). Do not ask for more information than you need. An email address may be enough. A physical address might be desirable. Keep in mind that the less information you require, the more comfortable it is for readers to participate and the higher the response. If all you need is a name and email address — that’s all you should ask for.

  • RSVP for Our Community Thanksgiving Dinner by November 1 and receive a beautiful Advent Calendar. (Blogging software will allow you to create the form.)
  • Sign up for Hunger Walk by October 15 and receive a free T-Shirt at the starting line.
We’ll explore the nuts and bolts of how to create and use CTAs in a future post.
16 Nov 2011