Tackling the Obstacles to Social Media: Part 1
Overcoming Lack of Knowledge
Did you notice in yesterday’s post how the four obstacles to integrating social media into ministry are interrelated?
Lack of knowledge leads to Fear. Fear leads to hesitance to experiment and the Absence of a Model to Follow. The Absence of a Model results in a void that might be filled by Leadership. Leadership is preoccupied following more acceptable, time-honored ministry techniques that have far less potential.
How does the Church enter the same world we share with members and people we hope to reach?
How do we train Church leaders in Social Media?
First, we talk. Talking opens the door to acceptability.
Second, we let lay people lead the way. Lay people are “all over” this new media. They have to be. Business, including nonprofits, are embracing it. Five years ago, marketers were dipping toes in the water. Today marketing budgets have shifted away from conventional advertising. It is being received with enthusiasm from both the corporate and consumer side. Both are empowered. Both see benefits. All can be engaged.
Corporate users see benefits in reaching more people. They see customers coming to them already informed resulting in a shorter sales cycle. They feel closer to their clients resulting in better services and responsive innovation.
Those on the receiving end feel like they are no longer “being sold.” They are part of the sales process. They can reach the top CEO with a 140-character tweet and get responses when they are really fired up. They are engaged in the companies they patronize and become “evangelists” as they share their experiences.
Creating evangelists—isn’t that what Church is about?
So how does the Church create modern internet evangelists? Somebody has to start experimenting, measuring results and developing best practices. 2×2 has been doing this for about 18 months with fascinating results worldwide. Our work is a snowflake on the tip of the iceberg of the medium’s potential, but we’ve started and many larger churches with greater resources haven’t bothered.
Last week, 303 new unique readers read our web site. Another 100 received our posts in their inbox every day. That’s more than 1000 reads.
How many people heard the sermon preached in your sanctuary yesterday?
2×2 has a few suggestions.
- Seminaries MUST teach Social Media.
- Congregations MUST create a Social Media presence. There is much helpful information on this web site for exactly how to do this. Starter advice:
- Don’t wait for the pastor to do it and don’t wait for the regional or national church to create a program to help you get started.
Pastors, unfamiliar with the territory, are not likely to take the risk. The field changes too quickly for church hierarchy to keep up with it themselves much less teach others. - Start with blogging as opposed to Facebook, etc.
Blogging is more thoughtful and focused and helps you create the discipline to keep your efforts in line with your objectives — telling the Good News. You can set the pacing and community rules. People will feel safer. Other outlets have their value, but could derail your efforts if you are not prepared to monitor and engage frequently.