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.
