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Church Blogs

5 Roadblocks to Church Blogging

2x2CategoryBarSMThe Power of Blogging Is in the Thinking 

Very few churches have blogs. Some pastors start one but usually give up after a month or two. Results are not immediate and other things take precedence.

That’s a shame. There is transformational power in blogging regularly—daily if possible.

Why don’t more congregations start blogs?

There are four major roadblocks.

  1. Because blogging is new and untested.

  2. Because it is work.

  3. Because no one knows who should do it.

  4. Because they don’t know how to start.

  5. Because it’s not in the budget.

When a congregation can overcome these roadblocks, they will have created a valuable mission tool.

People blog with the hopes of being read. For some bloggers, it is enough to have a readership of a dozen colleagues. Others strive for bigger numbers.

Numbers aren’t that important in evaluating other church activities. Many churches are pleased to reach fewer than 50 people each week in church—and we keep doing this without question!

Our 2×2 blog, a project of Redeemer Lutheran Church in East Falls, has about 200 readers each day between subscribers and “unique” visitors. (We consider you all “unique”)  :-)

We consider ourselves just starting out. There is great potential.

To reach people is certainly a goal. We reach more people today than when we had our own brick and mortar church. (That doesn’t mean we wouldn’t like our church home back, please.)

At the end of our first year of blogging, our average daily readership was 25. Today it’s more than 100 with another 100 or more subscribers.

We have been blogging for two and one half years now. I can say “we” because, although I am the “voice” of 2×2, our members are very involved. They discuss 2×2, they send ideas they’d like to see posted. They encourage. They prod. I just shape and organize the voice of our congregation.

As we grow 2×2 we are discovering that the daily exercise of blogging benefits US. We are becoming more conscious of our faith. We have become a thinking congregation.

That may, in some congregations, be the role of a pastor—to lead congregational thought. But we haven’t had a dedicated pastor since 2006—and maybe that’s why we were able to pioneer our blog.

Blogging has become part of our parish discipline. There is something magical about putting ideas into words and taking care in publishing them—especially when you know that people are looking for ammunition to use against you. We know how Paul might have felt!

Blogging forces us to think through issues, be careful with facts, anticipate objections and reconcile them in our thinking before we publish.

We write about issues in the church and we do so with passion. When we visit other churches we sense that the people are only marginally aware of church issues. The Church cannot witness effectively when its people exist in marginal awareness.

Perhaps the real value of blogging is in understanding scripture.

Spreading the Word is part of our congregational mission. And it drives our traffic. We write about scripture as much as we write about anything. 600 people find our website every week when they search for scriptural help.

Through our blog, we explore scripture before Sunday and after Sunday. It has become our own educational curriculum.

Clergy are aware of the liturgical year and the corresponding three-year lectionary cycle and how the various scriptures weave together in telling the greater story.

However, in many churches, the weekly scriptures are “sprung” on worshipers. They may be unaware that we are in Lectionary Year A, B or C or how the four weekly passages relate to one another. The pastor comments on usually just one of the scriptures for 20 minutes.

We use our blog to expand the experience of scripture. We begin writing about next Sunday’s scripture on Monday or Tuesday. We usually have two posts before Sunday arrives. Everyone knows what scriptures will be read when they come to church on Sunday. It is not unusual for our members to discuss them before worship begins or as we drive to one of our visits.

We are not hearing the Sunday scriptures for the first time during worship. When the pastor begins to preach, he or she is adding to our experience. We record our Sunday experience on our blog and can build on that experience.

And so our understanding of scripture becomes more central to our lives, and we can apply it to our secular endeavors seamlessly.

Blogging makes you think.

How do you overcome the roadblocks?

Get started. Start by posting twice a week and build.

If you dedicate yourselves to blogging for one year, you will never want to give it up.

2×2 has written extensively on social media for churches. Just type a topic into our site search engine to find help in getting started. Or contact us. We want other churches to harness this tool. We’ll be glad to help.

A Few Related Posts (of many)

23 Advantages for Churches Using Social Media

Why Would Anyone Read A Church Blog?

Don’t Know How to Start Blogging? Start Here.

Building Ministry One Post at a Time

Ethics and Morals in the Emerging Church

New Rules for Winning in the New Church

TV’s top shrink has written a new book.

I don’t want to hype it. He does a pretty good job of that himself.

It’s the subtitle that interests me. New Rules for Winning in the Real World

When talking about his book Dr. Phillip McGraw says (repeatedly) that the world has changed. We can’t approach people or situations with the same level of trust we might have had 30 years ago.

Watch out for people who take advantage of your trust.

We are told we can no longer give people the benefit of the doubt. The advice: Observe. Ask questions. Follow your instincts. Be ever alert to motives and behaviors.

Sad to say, but this is good advice for trusting Christians, too.

Today’s Church is not like the Church many of us grew up in.

We now know that we cannot automatically trust church leaders to behave in godly ways. Headlines for the last decade have shown us that the people we trust, the people we ask our children to trust, are often unworthy. Problems are no longer rare and isolated. We know that criminal behavior has been widespread and enduring, existing under the protected status of “church.” The guilt goes beyond the parish. It reaches into the highest offices.

It is a new world!

Two factors make his advice particularly applicable to religion.

  1. The Church today exists in a state of distress. Mainline membership and attendance are plummeting along with offerings. At the current rate of decline, some denominations will disappear within 40 years. The church is not attracting the best and brightest to careers of service. Seminaries are struggling to find students. Candidates are often second career or interested in part-time ministry only—at their convenience more than at God’s call. The sense of sacrifice and dedication that once characterized candidates for ministry is increasingly rare. The future of church leadership is shaky.
  2. The Church is largely immune from the law. Clergy can operate knowing that there is low likelihood of question or challenge. Many, many people will give clergy the benefit of the doubt and look with suspicion on anyone who makes any challenge.

In the free world, the church is as close as you get to absolute power. We know the saying about absolute power. It corrupts absolutely.

As the mainline church faces continued economic challenges there are greater temptations. Church leaders crave power. The power that wealth gave them is disappearing along with status as our culture grows more and more secular. They are lording power over fewer and fewer people. 

Rules start to be broken. Polity is ignored.

Constitutions are tweaked to increase power.

These actions are begging for challenge, but the Church bets that in most cases they will achieve their objectives without question.

When at last leaders are challenged, they MUST win.

All the tenets of faith are quickly forgotten. 

Let’s look at what is happening today in the Anglican Church in Canada. It begins with a familiar story—a land and asset grab. In this case the bishop takes the dispute further.

Five years have passed since this 2008 land grab. Bishop Michael Bird of the Niagara region is resurrecting the conflict by suing a lay person who wrote about church leaders on a satirical blog. The stories we’ve read are just silly, obvious farces.

Bishops expect adulation. They can’t take criticism. They have lost the ability to laugh at themselves.

And so in Canada, the bishop uses his protected status to attack a 66-year-old man, a loyal church member who undoubtedly donated a great deal to his church over the years. The bishop claims that the blog cost him $400,000 in damages. We can only wonder what kind of deficit his regional body might be carrying. We know here in Philadelphia that SEPA’s interest in Redeemer’s assets always came when SEPA faced severe budget problems.

When bishops have tantrums, they tend to be costly, and the Church or its members pay the bill.

The Canadian news has many similarities to Redeemer’s and other land grabs in ELCA synods. The common threads:

  • No attempt to work with the congregation or lay leaders.
  • No dialog, just the strong arm of the Church, wielding what is left of waning power. 
  • Legal actions against lay members with clergy running for the hills.
  • Public presentations that talk about “discernment,” “dialog,” and ridiculous but righteous-sounding allusions to “death and resurrection.” They represent that taking what does not belong to them is God’s work! That’s what they are doing, and the ELCA’s tagline is “God’s Work. Our hands.”

elca mock logo

The Church today is desperate.

New rules are needed. 

  • Don’t trust that church leaders are wise just because they are elected to office. 
  • Don’t assume that church leaders are immune from temptation.
  • Don’t assume that church leaders will practice what they preach.
  • Don’t assume that somebody else will speak up before you, if there is really something wrong going on. Years went by before the Roman Catholic Church took action against 27 priests for misconduct.
  • Do assume that things will get very bad indeed before the whole church recognizes there is any problem at all.

As it is, it’s open season on lay people. The more knowledgable, dedicated and invested in church, the more vulnerable we are.

The only safe Christians are those who sit quietly in the pews (or in the chancel).

And we wonder why churches are empty on Sunday morning. 

Can A Church Blog Make A Difference?

2×2 is nearing its second anniversary from the date of launch (February 2, 2011).

Can a small church blog make an impact?

Church blogs are a bit different from other forms of social media where the aim is often engagement. People don’t tend to engage in public forums in matters of faith. If we measured our impact by comments and likes, we’d be tempted to say no. Very little impact. Just over 100 comments in two years.

2×2 has learned that people don’t tend to respond ONLINE. We get many emails from readers that are not part of the public discussion. And that’s OK. We have not followed the engagement star.

Our first year was spent learning. 2012 was the year that the launch actually took hold. We started posting daily in mid-summer of 2011. It wasn’t until the end of 2011 that we saw any encouraging statistics. 2012, however, was a year of steady growth that is beginning to display exponential potential.

Redeemer, through 2×2, now reaches more people each week with the message of Christ than do the largest congregations in the Southeastern Pennsylvania Synod (who claims we are too small to fulfill our missional purpose).

What Draws Readers to a Church Blog?

It is not pictures of your sanctuary and activities or messages from your pastor—all the standard stuff on most church websites.

Readers (seekers) are drawn by helpful content.

Our goal for 2012 is to develop more helpful content.

  • Last Easter we posted a play that Redeemer had created and performed in 2008, when we still had a sanctuary in which to practice our faith. Beginning on Christmas Day 2012, this play, offered for free to our readers, has drawn about 50 readers and downloads per day.
  • Our series on object lessons, designed for adult listeners but applicable to children as well, also draws regular weekly readers. One reader wrote a note of thanks last week. They mentioned that they work with Bhutanese refugees.
  • Our third and fourth biggest draws are commentary on any number of church-related issues and our series on using social media in the church (this was our biggest draw early last year but that is shifting).

We now have more than 2000 new readers each month and about 150 who subscribe through Facebook, Twitter and LinkedIn. Our followers tend to be young people (20s and 30s—the very demographic the organized church has trouble reaching). They represent many ethnic backgrounds. In any given hour, an average of 20 people read our site. Most visit more than the home page.

We’ve written before about the network of small mission churches that correspond with us regularly. This continues to grow.

There are many people of faith working in isolation and under hostile conditions in the world. Finding support for their efforts within the organized church is expensive and time-consuming. It can take years to be recognized as legitimate mission within denominational standards. Meanwhile, orphans, widows and needy cope, meeting in houses and open-air pavilions and along the banks of rivers, caring little about denominational structure—relying on faith and the bonds they forge on their own.

Their needs are simple. They want Bibles and friendship. They don’t want to walk their faith journeys alone. They really don’t care about denominational labels.

Our little church blog is making a difference in these places. Yours could, too.

How to Prepare Content for Your Church Social Media Blog

How long should your blog posts be?

Social Media experts have differing ideas on this. Most say that content posts should be short and recommend 250 to 500 words. 

This is good advice for many topics. How-to Articles tend to be longer since detailed directions are what your audience is seeking.

The correct answer may be that it depends on what you have to say and the urgency of your need to say it. Do your readers need to know everything now or can you spoon-feed information over a few days without frustrating them?

The best yardstick is to ask yourself, “If I were looking for information about this topic, would I appreciate the content (whether it be 250 or 1000 words)?

2×2 posts tend to be about 800 words on average — too long according to the experts. We violated the rule because we wanted to post thorough content that would be helpful to our audience quickly. This approach has been successful. Our audience has grown steadily.

Nevertheless, as we move forward, we will begin to keep a closer eye on the length of our posts. Here are some ways bloggers can divide content into shorter, more palatable doses.

Journalist’s Formula

Long topics can be divided using the standard journalistic formula. WHO, WHAT, WHERE, WHEN, WHY and HOW. One post could then become a six-part series.

Chronological Approach

Other topics might lend themselves to chronolgical subdivision. Detail topics in formative steps. We used this approach in our Social Media Ministry Series, starting with the concept of Social Media Ministry and forming a committee. Later posts covered the work of the committee, etc.

Geographic or Cultural Focus

Some topics might lend themselves to geographic or cultural subdivisions. Many of our topics address small churches in general. We could talk about small urban churches or small rural churches. We might contrast Southern churches with New England churches.

If your posts are longer, look for ways to break up your words or copy so that there are focal points that lead you through the post.

Studies show that web readers scan a page in the shape of the letter F. They read across the top, then skip down. They hit the next topic sentence, and read across and continue down the left side of the page, occasionally drifting to the right as things attract interest.

Tools for breaking up text

There are several tools built into blogging software that you can use to lead your readers’ eyes.

  • Headlines
  • Subheads
  • Bulleted Lists
  • Numbered Lists
  • Photos or Art (with or without captions)
  • Quote Callouts
  • Boldface/Italic Text
  • Indented Text
  • Use of color

Pay attention to your own habits as you read web sites and blog posts to understand how others read your pages.

Thus ends this post of 458 words!