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social media ministry

Social Media: Will the Church EVER Catch On?

2×2 has been experimenting with Social Media as a ministry tool for nearly three years.
During this time, Social Media made significant strides in gaining stature in every walk of life. When we started our experiment, many in the business world and nonprofit worlds were still not sold on doing more than hosting a barebones website as their nod to the modern world.

It’s safe to say at this point that every business or service sector is now ready to admit that Social Media is here to stay and that smart operators are investing in their web presence beyond their static website. It’s all but universal. A major holdout is — you guessed it — the Church.

The Church remains outside looking in, unable to fit the new way of doing things into their outdated structure.

Here is the status of the congregations and social media in our experience.

2×2 is a project of Redeemer Lutheran Church in East Falls. The Southeastern Pennsylvania Synod of the Evangelical Lutheran Church in America claimed our land and decided four years ago that they are better stewards of our resources. While the property provided for mission by the Lutherans of East Falls remains idle and locked to all mission, the people of Redeemer have continued their innovative ministry with visits to other churches and experimentation with Social Media.

This is what we’ve seen in our 76 church visits to half the churches in our synod. (Some churches we visited house two ministries.)

About 90% of the Lutheran churches in our area have some sort of website. It is amazing that there are still ANY churches that have NO web presence. It gets easier every day and costs less than $50 per year.

In today’s world, a congregation’s failure to provide basic information online is advertising that they are not invested in evangelism. Failure to have a website is akin to a hospital staff “calling a code.”

Of the 90% that have websites, there are less than 5% using their site for more than a brochure about their church—the ALL ABOUT US approach to Evangelism. There is practically no inbound content—content that would attract seekers and is designed to be helpful to OTHERS as opposed to tooting the congregation’s horn. It is commendable that people in their neighborhoods can look up worship times and see who the pastor and staff are, but they are missing the true value of having a website—evangelism.

A few pastors have attempted blogs. Most quit after a few posts. The pastor at St. Andrew’s, Audubon, is one of the few pastors who seems to be ready to lead the church in using the web as an education and evangelism tool. One church, St. Michael’s in Unionville, invested in a modern web presence but opted to outsource the development of content—so it has a generic feel to it. It would probably be worth the investment of having a dedicated social media leader on staff to get full benefit of their investment. Trinity, Lansdale, hired a part-time communications director. That’s a step in the right direction.

A few churches actively use Facebook to create community. Most tend to use their Facebook page as a bulletin board.

Practically no churches use Twitter. Twitter has a great track record of “finding” people. This is a tool that is greatly misunderstood but which could very much benefit ministry.

SEPA Synod is trying to use Facebook but they haven’t been getting much traction. Interestingly they posted an article yesterday.

It starts:
Friday Food for Thought: What does an institution due [sic] faced with red ink and a dwindling, aging audience? Keep true to its core while driving innovation, embracing the possibilities of technology and reaching out to new audiences.

They pose this question and then point readers to a video clip from CBS’s 60 Minutes about the Metropolitan Opera’s solution to a similar challenge.

We know very well SEPA’s solution to their own question. They ignore congregation’s that innovate, sue their members and claim their land for their own enrichment.

It’s interesting, however, to see that they recognize innovation outside of their own sphere.

The challenge to virtually every congregation is in recognizing that Social Media has value requiring expertise that should be compensated. Frankly, Social Media will go farther to reviving ministry than even the best organists/music directors, education directors or even (dare we say it) clergy, in many cases.

Every month that goes by without any attempt to move all congregations in this direction is time spent talking about innovation and doing nothing to make it happen.

This is probably why innovation is so slow. In business, success depends on innovation and reaching people. Even CEO’s that are resistant to change can look at the numbers and make decisions that will keep their organizations viable.

In the Church, however, clergy play a leadership role that can go on for many years while the statistics of their ministry fail, without any pressure to change—until it is too late and the congregation can no longer pay clergy salaries. Then the congregations are seen as the failures. The clergy move on to somewhere they can continue doing things the same way until the money runs out again. When that gets too frustrating, they sign up for interim training.

Most clergy have no training in media. Failure to have these skills today is like not being able to read! Any church that calls a pastor who cannot use modern tools and is resistant to anyone else using this is doomed to status quo or failure.

Unfortunately, the role of Social Media director of communications director is likely to be seen as competitive with the role of clergy. So nothing will change.

Then there is Redeemer’s ministry—which SEPA was united in working for the last seven years to destroy. Redeemer stands alone in having made the investment in true innovation. Our work has positioned our congregation to truly lead in creating a platform and funding source for small congregational ministry.

We discovered that using Social Media IS transforming. It is not an optional “add on” but will shape your community and your potential. Church will be different. Ministry will be different. It is likely that the differences will be what the doctor ordered a long time ago!

We could help SEPA congregations join in our success to the benefit of all. But that would require that SEPA recognize Redeemer. Heaven forbid!

More’s the pity!

Related posts:

14 Reasons Congregations Should Avoid Social Media Ministry

9 Reasons Every Congregation Should Have A Social Media Committee

 

 

02 Nov 2013

Undercover Bishop: “Like Us”-2

Chapter 2
Bruce James Meets the Bishop

UndercoverBishopSM260Bishop Kinisa was listening to Bruce James as he talked with exuberance about the potential for Social Media in ministry.

She was conscious that listening to the young, recent seminary graduate was work. Her mind was hearing his words, but other thoughts—defensive thoughts—kept creeping in.

Social Media was a mystery to her. There was just one thing she hated about being bishop—reading email. In fact, she had delegated her email to her secretary. Pam saved her hours a week by prioritizing her messages. She managed to whittle 150 morning messages down to just a dozen or so. Ruby was proud of her office’s efficiency. Less time online meant more time in mission.

She recalled how Gil had insisted their Communications Director sign her up for Facebook. She had agreed reluctantly. Now months later, her Facebook page just sat there. “If it’s so great, why don’t I ever feel the urge to look at my own page?” she wondered.

But there was another nagging thought that was muting the words of the seminarian. She knew him better than the other members of his seminary class who were knocking on her door, looking for calls. She had grown to like him and felt friendly towards him. But this is the first time a seminarian had come to her with anything but hat in hand. Much as she liked Bruce she couldn’t help but marvel at his nerve. Was this the same Bruce James she had worked with just a few months ago?

Gil noticed her lapse in attention.

He pressed Bruce to skip over his theories. “Bruce, it sounds like you have something concrete in mind. How do you see this working?”

For the first time, Bruce stammered in his presentation.

“I feel a bit awkward,” he confessed. “I am usually not this forward. It’s just that this idea is so real to me—so promising. I know it must sound crazy to you but I just feel compelled to pursue it.”

He paused to read Ruby’s and Gil’s reactions. He saw encouragement in Gil’s face, but wasn’t sure he was reaching the bishop.

He decided to try another direction.

“Bishop Kinisa, we traveled together to three churches earlier this year. I worked with you for several months after you revealed that you were their bishop. I felt very lucky to be part of that experiment. I learned more visiting the three “Undercover Congregations”  than I did in my field experience these last few months—maybe even in my three years of classes!”

Ruby felt the need to gain some control in the conversation. She resorted to her usual interview techniques with first-call pastors.

“Where did you spend your field experience, Bruce?”

Bruce answered quickly. He wanted to be polite and respectful, but he also wanted to get his message across.

“I served with Pastor Rolf Anders at First Lutheran.”

Ruby knew both Pastor Anders and the large suburban congregation well.

“How did you like being in a large congregation after spending so much time with Pleasantville, Grace, and Zion?” she asked.

Bruce answered. “I expected it to feel different, but the longer I was there, the more that I saw that First has many of the same challenges as the much smaller “Undercover Congregations.”

Gil, at last, jumped into the conversation with both feet. “Tell us about that, Bruce.”

“Well,” Bruce ventured with some hesitation, “there are just two major differences, really. One, there are more people—obviously. Two, they had a long-term relationship with Pastor Anders. These two factors defined their ministry.”

“And how did this make a difference?” Gil prodded.

“It’s really hard to explain,” Bruce answered. “When we were working with the Undercover Congregations, the people were always in—I’ll call it ‘problem-solving mode.’ You know what I mean, don’t you? The people were always presenting ideas, looking for new possibilities, constantly reinventing themselves. The people of Trinity seemed more content in the ministry they had built over the years with Pastor Anders. Their approach to ministry was more about doing the same things better.”

Now Gil was taking charge. “So which experiences shaped your passion for Social Media ministry, Bruce?”

“That’s the easiest question you’ve asked me so far!” Bruce commented. “The answer is BOTH!”

05 Oct 2013

Undercover Bishop: “Like Us”-1

The story of Bishop Ruby Kinisa and the staff of NorthEast WestSouth Synod (NEWS) of the National Lutheran Church (NLC) continues. It’s a serial so enjoy a couple a chapters each week as NEWS Synod explores Social Media. Read it with your church leaders!

You can find the first book, Undercover Bishop, on our sidebar.

Chapter One:
The Undercover Team Reunites

UndercoverBishopSM260Bishop Ruby Kinisa was late coming into her office. It was the first summery day of late spring. Traffic reflected the communal exuberance. Even so, twenty extra minutes in traffic was unsettling. She leaned back in her chair and stretched, hoping to relax.

She heard a commotion in the office but thought little of it. It was coffee break time.
Then she heard a familiar whistle. That could be only one person, her long-time colleague, Gil Ableman. “I wonder what Gil is up to now,” she thought.

She recognized the tune. She was accustomed to his use of hymns to accent some theme of the day, but this time he was whistling the theme to the Lone Ranger.

Then Gill appeared in her office doorway holding a small cake with a single lit candle. Her staff soon joined him, crowding the threshold. They began singing “Happy Anniversary” to the William Tell Overture.

At last it made sense. Her staff, prompted in all likelihood by her secretary, Pam, was marking her first year as the bishop of NorthEast WestSouth Synod (NEWS) of the National Lutheran Church (NLC).

She leaned forward as Gil placed the cake on her desk. Whoof! She blew out the candle to enthusiastic applause.

“Thanks, everyone,” the bishop said. “It’s been quite a year, hasn’t it?”

After a little chatter, Pam, took the cake promising to cut it in the break room and return with a big piece for her. The staff followed her, but Gill lingered.

“Ruby, do you have a minute?” he asked. “I have something I’d like to run by you.”

“Shoot,” the bishop said, “I have at least until Pam returns with the cake.”

Gill took a seat without being asked and glanced around the office.

His eyes settled on a portrait of the bishop with Bob and Martha Forster from Pleasantville Church. They and their whole congregation had been estranged from NEWS when she took office.

“I’ll say it again,” he mused. “It’s been quite a year!”

Ruby followed his eyes and smiled, remembering her first month in office when she visited the smallest NEWS congregations in disguise. It had been a gutsy move and could have been a disaster, but she had found the three visited churches were relieved that a bishop had paid attention to them at all. After she revealed her identity and after they got over their initial shock, they eagerly worked with her for months.

The project had marked the tone of her first year as bishop. It had revived Gil, who had come into her first term discouraged.

“I’m sure glad we did that,” she said. “I hear from the Forsters every month or so, now.”

“I’m glad, too,” Gil recollected, “I must say, I had my doubts . . . but I also had hopes.”

Gil was the senior member of NEWS staff. He had worked under every bishop who had served in the last 30 years. He was quickly nearing retirement, but his love for the church was so deep that he was still cutting edge in his thinking. It was he who had urged Bishop Kinisa to learn about small churches before making decisions that affected them.

“I ran into Bruce James at the conference I attended last week,” Gil paused. “He has finished his seminary studies. He is looking for that first call.”

Bruce had been Ruby’s sidekick on her Undercover Bishop visits and had been invaluable at helping her talk to people without raising their suspicions.

“How is Bruce?” Ruby asked fondly. “I don’t want to let a good man get away!”

“He’s remembering that conversation we had about serving small churches,” Gil replied. “He’s coming in today to talk. Would you like to join us?”

“I can’t wait to see Bruce James or James Bruce,” she laughed. “I hope I can keep his name straight.” she said, recalling how he changed his moniker for their visits.

Bruce arrived in the NEWS office that afternoon in high spirits. The three sat together at the end of a long table in a large conference room. Bruce took the head and Ruby and Gil flanked him.

“Thanks for seeing me,” Bruce opened the conversation. “Bishop, Gil . . . I’ve been thinking about our undercover bishop project all year. I learned so much, especially in our follow-up visits to Grace and Zion. Do you remember asking me if I’d consider serving in a small church?”

Ruby nodded. She knew that the economics of serving a small congregation were more challenging to young pastors. It was hard for them to see a future.

“I’m still hoping! Are you here to tell us you’ve made a decision?” Ruby asked.

“Yes and no,” Bruce said. “If you remember, I didn’t turn you down that day. I said I’d have to explore the feasibility of supporting my wife and boys in small church ministry.”

Ruby’s hopes sank. Gil noticed. “Hear him out, Ruby.”

“Thanks, Gil,” Bruce said.

“Bishop, I have an idea. To tell you the truth, I’m pretty excited about it. I want to serve in a small church. Maybe I could handle the needs of two small churches. But I’d also like to work in social media.”

Ruby leaned back. “You want to be a Facebook preacher?” Her skepticism was obvious.

“Ruby,” Gil interjected again, more forcefully. “Here him out.”

Bruce continued.

“As you know, I was one of the older students in my seminary class, but I’m not exactly on Social Security,” he quipped. “I’ve got about ten years on the younger seminarians. At times it seemed like twice that! I watched them . . . how they studied, how they communicated. I was sitting behind them in lectures. I watched them look up everything the professors were speaking about on their laptops  . . . right there in class. I would never think to do what I’m proposing without that experience. I’m living proof. You can teach an old dog new tricks.”

Ruby was puzzled but her interest was piqued.

Bruce continued. “I started studying social media and I think there is great potential in using it for ministry.”

“So, I’m right! You want to be a Facebook minister.”

Gil sighed.

“I’m listening, Gil.” Ruby said. “I’m listening.”

02 Oct 2013

Can the Church Afford to Give Anything Away?

What’s Keeping Us from Telling Our Story?

offeringI updated all the blogs I manage today. It was a simple click. Done.

When the installation was over a screen appeared detailing the benefits and features of the update.

There were three tabs at the top of the page: What’s New, Credits, and Freedoms.

I had already read What’s New. The Credits don’t interest me (although I’m grateful). I had to explore Freedoms.

The Freedoms tab explained the WordPress philosophy. The software is free. Anyone is free to modify and improve. In fact, they hope we do!

Several new business models revolve around the concept of “free.” Social Media is one of them. Facebook, Twitter, Pinterest, etc. — all free to users. In the early days of this model, business people weren’t sure what to make of it.

Then FREE started to make billions. People chose to embrace the power of FREE.

Wikipedia has become an amazingly thorough and accurate encyclopedia with almost instantaneous updating. You hear on the news that a celebrity died. Check Wikipedia—it’s likely to already reflect the news.

Wikipedia opened its pages to contributors and editors — anyone. They rely on the idea that people want to share, appreciate accuracy and detail, and will correct what they discover is wrong.

You can find information on the most obscure subjects on Wikipedia. (We may start a Wikipedia page!) The editorial barriers that existed in a world of space limitations are gone.

What can the Church learn from this?

The Church is scared silly of FREE. They are protective of what they have. They want to give nothing away.

Control of assets is more important than use of assets.

That’s what is keeping the congregations from using Social Media.

Social Media costs practically nothing monetarily. The investment in Social Media is an investment of time and talent. It involves giving your message away.

Most churches have already dedicated a healthy third of their resources to proclamation. They hire a pastor to collate, interpret, teach and preach. Unfortunately most churches are investing that money on reaching very few people.

There is another way. With Social Media you can take the same message, already paid for, and reach millions.

But congregations, accustomed to old business models, ask, “What’s in it for us?”

Someone will be quick to say, “Let’s add a Donate button.”

This approach to Social Media is backward. Social Media works on the giveaway business model.

There may be a time and place for that Donate button, but first you have to establish voice and prove your dedication to your message and your readers.

But Church leaders are not leading the way. They’ve forgotten their roots! Our message should be free!

If there is any office of the hierarchy that should be subsidized, it is the church’s “house organ”—the voice of the denomination designed to reach every member. And potentially more.

The Evangelical Lutheran Church in America (ELCA) has a magazine, The Lutheran. It is subscription-based. That barrier limits its effectiveness from the start.

The physical magazine works the old way. Readers get their magazine in the mail. They can read and participate by writing letters to the editor. Few will get printed. No room. The editors will choose who can comment.

There are no space limitations online. So why do we set up the same barriers as if there were?

The Lutheran online teases readers and expects them to pay to read and comment. They may be able to measure how that is working for them. What they can’t measure is how it might work better for them in the long run to eliminate that barrier.

Church house organs should be free. (Advertisers should be demanding this!). You want people to know your story. You want to engage the Lutheran community and build that community. There should be no fear of the dialog that results. It should be refreshing. People like to know they have a voice. They expect it today.

The same is true at the denominational and congregational levels. Their online presence should be delivering valuable information to the region and community. The news and features should be outreach-oriented—not all about how great the regional office or congregation is. The proof of the pudding is in the reading—and serving.

There is practically no effort at these levels to embrace the media tools available.

It’s all because we still focus on the offering plate and the structure that dwindling offerings must support.

The Church today exists in a world where people expect something for free. It helps differentiate those dedicated to service from those dedicated to self-interest and self-preservation. When people see you walking your talk — then they want to be part of the mission. When they are sure of their investment, they are more likely to become supporters of mission.

By the way, the giveaway model was how the Church got its start and spread all over the world within a few centuries. Imagine what we could be doing today with a simple return to our roots.

photo credit: archer10 (Dennis) via photopin cc
26 Jun 2013

On blogging daily.

Why don’t more preachers blog? 

Seth Godin, one of the earliest and most prolific bloggers, celebrates his 5000th post today. Congratulations, Seth. You make a difference in many worlds!

2×2 is approaching 1000 posts. We have a way to go!

In Seth’s reflection on his exercise in sharing an observation with the world daily for more than ten years, Seth writes:

My biggest surprise? That more people aren’t doing this. Not just every college professor (particularly those in the humanities and business), but everyone hoping to shape opinions or spread ideas. Entrepreneurs. Senior VPs. People who work in non-profits. Frustrated poets and unknown musicians… Don’t do it because it’s your job, do it because you can.

Why don’t more preachers blog? Surely they see themselves as shaping opinions, values and spreading ideas.

Blogging is a gradual art. It’s like having coffee or tea with your neighbor every day. The bonds build slowly.

  • Once a day, you take the time to share.
  • Once a day, you take the time to think through issues and ideas that might benefit other people. Writing really pushes the thought process!
  • Once a day, you see something new in the ordinary.
  • As you search for ideas, you will start to connect with other thinkers and bloggers. Their thoughts will enrich your own. You will benefit personally.
  • Day by day, you will build your voice and influence.

Why don’t more preachers blog? It’s work. The rewards are not immediate. It’s not part of the job description.

Preachers still think the world is going to come to them.

I’ve noticed a few church websites that contain blog entries. They tend to be once a week for about six weeks before they drop off.  I remember one that I opened eagerly from the link on the home page. The announcement was so enthusiastic! It had just one blog entry that had been posted more than a year earlier.

2×2 challenges pastors to blog daily for a year. If that’s too hard, blog daily for three months. Any shorter and you won’t learn from the experience.

Do it first thing. Share with your community before 9 am. Or post at the end of the day—whatever rhythm works for you.

See if it doesn’t make a difference in your community. It may also make a difference in you!

As Seth notes:

I’ve never once met a successful blogger who questioned the personal value of what she did.

05 Jun 2013

9 Tips for Creating Content for a Church Blog/Web Site

St Jerome

What kind of content should congregations include on their web site?

Social media rules the internet and content is king!

There is untold power in using social media, but churches tend to lose interest in using the power at their fingertips.

Take some time to review typical church websites. Big church, small churches . . . they are all pretty much the same. They provide little more than basic information. They are called “brochure” web sites.

Typically, the opening page lists worship times and has a few photos of the church on Easter or Christmas.

Fancier church websites run some javascript and have photos fading in and out. Happy kids. Happy families. Choirs. Activities.

The links from the home page point to bios on clergy and staff and lists of programs offered by the church.

Somewhere there might be a nod to a mission statement or a Bible verse or two.

Job done. “We’re on the internet.”

This type of website may do no harm, but it doesn’t help a church stand out. Your members will take a look now and then. But the community and the unchurched are unlikely to ever stumble upon your church web site unless they are newcomers planning to spend a few Sundays church-shopping.

Your web site can be so much more!

But how? Where to you start?

The “brochure” web site is a start. But as soon as you can, attach a blog to it. It can be part of the same web address or it can be separate.

The blog has many advantages. It is easy to update. You won’t need to outsource this. The content you create for the church blog, will reflect your congregation’s personality. You might even find that the discipline of blogging will shape your congregation’s mission.

  1. Filter the jargon. Don’t assume that your audience knows about church.
  2. Show that you are part of your community. Include articles about secular organizations that share your mission. Link to their sites. Advertise events at the public library, local schools and parks. If  your members are active in a local charity, ask them to write about their involvement. True, the focus is not the church, but the church will have positioned itself as being a spiritual hub in a vibrant community. Newcomers looking to learn about all sorts of things in your neighborhood will find your website — even when they weren’t looking for a church.
  3. Have multiple voices. This is tough for churches. Church is accustomed to the pastor being the voice of the whole congregation. This was once a necessity—back when clergy were the only educated people in town. That is long ago, indeed. Have your pastor introduce other contributors, so there is a sense of teamwork and shared authority. The world expects this in the secular world and the unchurched are likely to find it welcoming in the religious world. Don’t exclude youth. They understand the power of the web.
  4. Feed your lambs. Provide some spiritual food. The temptation is to reprint the sermon. There is nothing wrong with this — except it is not likely to be effective. One sentence excerpts from a sermon would be more effective. You might even ask your congregation to tweet a thought from the sanctuary as the sermon is being delivered! One-minute videos (easily produced with a smartphone) would also be good. Present this content so that it can be tweeted or shared on multiple social media channels.
  5. Revamp the newsletter. Another temptation is to post a 16-page PDF of the congregation’s newsletter. This creates a barrier. Readers will think twice before down-loading the PDF. Only members are likely to do this. Pull the articles out of the newsletter and feature them as posts. You might find you have no need for a newsletter!
  6. Serve. Provide links to organizations that can help troubled people. Does your church support a food pantry or shelter for homeless or abused people?  Do you know of senior centers, day cares or counseling or support groups? Post that information on your web site. The organizations do not have to be church-sponsored or religiously affiliated. People looking for help don’t care about that. They might remember where they found help . . . and tell others. (It’s a good idea to ask permission. That step creates a contact for you with your neighborhood. Make friends. They might link to you!)
  7. Teach. The Sunday School is all but dead. But people still have an interest in understanding their faith. Have a monthly theme and post something small about that theme each day. The modern attention span is short. A paragraph or two is sufficient. Done well, these snippets might lead to a live event where you can meet people.
  8. Curate. Link your readers to interesting photos, articles or videos you find online. Have them open in a separate window so your readers don’t lose you. You will be not only sharing the Good News but you’ll draw some search engine traffic.
  9. Help other churches. What? Isn’t that self-defeating? No! It’s called goodwill. Don’t be afraid to tell your readers about interesting things going on in other churches. They just may reciprocate.
photo credit: Lawrence OP via photopin cc
10 Apr 2013

Social Media—Revealing the Real You

manbehindthecurtainPeeping Out from Behind the Curtain

2x2virtualchurch.com has been an experiment in using social media in the realm of religion. We started in February 2011, following a WordPress how-to book.

Wait a minute? I just wrote “we.”

2×2 is a “we.” Our members subscribe, comment on posts (usually off line), suggest direction and lend support. We get together every week and discuss 2×2’s direction. But the writing on 2×2, for the most part, is an “I” job.

One thing I’ve learned about social media—it is hard to write that word “I.” I posted for nearly a year without using it. I was thinking about “we,” so I thought it was the fair way to represent our mission.

However, in this journey of discovery as an online ministry, we/I have discovered that the word “I” is more powerful than the communal “we.”

“We” can become a crutch. The person saying “we” can say with confidence almost anything. There will be someone in a group that thinks that way. The more and louder you speak, the less likely those that disagree are going to speak up.

“We” can be an excuse for thinkers with ideas that aren’t fully cooked. It becomes an army of phantom support — like the Wizard of Oz. Pull back the curtain and what do you see?

“We” can become theologically lazy. “Well, if that’s what everyone else thinks, they must be right.”

It can take centuries to undo the sometimes tragic results of “we” thinking.

This is especially hard in church work. Church/congregations are communal in nature. We are used to expressing ourselves as a group. That’s what church hierarchy is about—making sure the voice of the church is authentic to the word of God.

The practice began with authentic concern but has morphed in the modern world (and probably long before the modern world) to being a shield—protecting influence and sanitizing the behaviors of church leaders who we all know are just as human as everyone else—capable of sacrifical love, tempted by selfish interests. It becomes crippling to the millions of church thinkers who don’t have a platform in the church — unless they blog!

When we consider the consequences the power the word “I” carries in church work, it is no wonder we refrain from using it. A Martin Luther or his modern namesake—King, a Ghandhi, a Bonhoeffer don’t pop up until things are really, really off track. Saying “I” in the “we” society of church can make life’s journey pretty rocky.

2×2 has learned that “I” is a more powerful word than “we.” The more personal our posts have become in recent months, the faster our traffic has grown. Admitting that I am one person within the group that sponsors 2×2 (Redeemer Lutheran Church, East Falls) is honest. People connect to individuals more easily than to groups. Online readers appreciate honesty.  They’ll keep you honest, too! A writer thinks twice when he uses the word I in the sentence.

In two years, 2×2 has grown from one visitor per month to 2500 per month, doubling its monthly average in the first two months of 2013. (We suspect little Redeemer, has become the congregation with the biggest following and widest reach of any church in the Southeastern Pennsylvania Synod of the Evangelical Lutheran Church in America —SEPA/ELCA.)

There is power in the vulnerability of the word “I.” That one letter is difficult, at first, to type. The advice was always there in the how-to books: write as an individual. It takes a while to become comfortable with the idea that yes, these are MY ideas. I am putting them out there for others to criticize. It becomes powerful when others add their 2¢. The “we” that “I” serve in writing this blog starts to make a difference.

That’s how we all grow in faith. By practicing the “I” word. And remembering that every “I” is a child of God. Every “I” that is part of Redeemer matters. That’s the story I tell.

I think.

I care.

I love.

I hurt.

I enjoy.

I need help.

I can help.

I was made in God’s image for a reason.

So were you!

What do you think?

Photo: 1939 MGM movie The Wizard of Oz
26 Feb 2013

What Makes a Post Actionable?

2x2CategoryBarSMHow Can A Blog Be Actionable?

Yesterday’s post talked about the characteristics of a viral post — a post that readers share in large numbers. One of the characteristics is that a viral post is actionable.

An actionable post results in a reader doing something. When marketers use the term, they mean the reader either bought something or took a step towards buying something. Marketers have embraced blogging because they see it as a customer relations, customer retention and sales tool—all in one.

Churches have the same needs but use evangelical/ecclesiastic terminology.

Yet churches seem to be puzzled by the blogging genre. They tend to see a blog as an online musing . . . an extension of the sermon. It is so much more!

The easiest way to move away from this thinking and to begin to harness the power of the web is for churches to think in terms of writing blogs which prompt action.

In church terms, this could mean a number of things.

Here are some actions that could result from congregational blog posts:

  • A reader might subscribe to your blog or the congregational newsletter. Your congregation could then reach subscribers with a short message every day. (They probably won’t sign up to read sermons, though!) 2×2 has about 63 subscribers and another 100 or more who subscribe via Facebook, Twitter or LinkedIn. We reach more than 500 new readers every week! (Imagine what we could do with a building!)
  • A reader might share your post with someone else. I occasionally send links to Pastor Swanson’s daily emails, 7 Minutes A Day. I find them to be inspirational and motivating and hope others will, too.
  • A reader might take some action they might not otherwise take. Pastor Swanson’s posts have prompted me to read more of the Bible and look at familiar Bible passages in a new light.
  • A reader might become interested in a new ministry. A congregation could blog about homelessness and inspire someone to do something about it.
  • A post might inspire someone to make a donation (sweat or dollars).
  • A post might inspire a new understanding or make a new connection. I can’t remember how our posts led us to ministry friendships with Christians in Kenya, Pakistan, and Sweden, but they did!
  • A post could spark an interest in personal growth. I was impressed with a captivating video of a young girl telling a Bible story. I shared it on our blog and was myself inspired to improve my storytelling skills.
  • A blog post can lead to new alliances. Our early posts on the value of Vacation Bible Schools created alliances with like-minded Christians in other areas of the United States.
  • A reader may comment on a post and that may spark an online conversation.
  • A reader just might be inspired to faith and salvation.

How A Blog Might Impact A Common Scenario

In yesterday’s post, I posed a scenario where a congregation became aware that their neighborhood was changing. A new and very different ethnic group was moving in and changing the demographic. This isn’t a stretch. It’s happening all over our city (Philadelphia). A common result within our denomination is to declare churches closed in changing neighborhoods. We can only guess that they feel their message will not fly with the changing demographic. (Actually, we are not guessing, that’s what our church was told by our regional body.) This is foreign to the biblical mission of the church—and unnecessary—especially if congregations use social media as a mission tool!

What if a congregation started blogging about the changes in the neighborhood in a way which fostered interaction between the settled population and the newcomers. If they did so regularly, it would be noticed within a few weeks. Doors would open. Introductions would be made. When the new population began to show an interest as neighbors, they would feel like they already know the people who sponsored such a welcoming blog.

Civic organizations would likely notice, too. The church would gain respect in the neighborhood. The voice of the Church might carry more weight. Mainline news might notice. The possibilities are endless.

Actionable blogs should be a goal of every congregation.

Many of these benefits can be achieved without a blog. But there is no denying that blogging amplifies the likelihood and the reach of ministry efforts. It is work. It is a new discipline. But it is exciting. Time must be carved out to learn new skills. But the potential for ministry is so much greater with a blog than without. Frankly, the time invested in blogging will steal time from ministry efforts which may be traditional but which are not resulting in church growth. No real loss.

One last thing!

An actionable post should end with what in business is termed a Call To Action. This can be as simple as posing a question. Or it could be a simple form.

Here’s our Call to Action!

If you’d like help getting started in social media or blogging, submit the brief form below. We’ll see if we can be of service or point you in a helpful direction.

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29 Jan 2013

Why would anyone read a church blog?

2x2CategoryBarSMSocial media has been around for four or five years now. It still puzzles the Church. It doesn’t fit the church’s way of thinking. A few churches dabble at it.

Dabbling at social media won’t succeed. We must dive in—the sooner the better!

One pastor recently shared that he didn’t understand social media. What was new about it?

Power is new. In the old days a newspaper might have a readership of 10,000 people. That’s where their influence ended.

Today, readers can pass a message on to all of their friends and those friends can continue sharing with their friends. Social media transforms those 10,000 readers into a million readers with ease.

More than that, the receiver can add to the message. They can correct or object when they disagree in real time. No one needs to wait for an editor to review a response, confined to 150 words, and chosen from among many for publication. We all have a say!

We are all familiar with the modern phenomenon of “going viral.”

A wannabe singer posts a video online and six months later is an international star. Never before in the history of the world was it possible for little guys to get billing on the world’s stage.

We used to guess at reasons some blog posts are so popular that they reach the ends of the earth within a few hours.

We expect marketers to study the reasons for viral popularity. Now scientists are taking a look at the phenomenon, too.

We are discovering that the key to popularity is not what most people guess (sex, dogs, cats and babies).

The answers revolve around emotions.

People share what they read on the web when the information is:

  1. Surprising
  2. Interesting
  3. Intense
  4. Positive
  5. Actionable

This information was gathered in a study of media websites, but the same characteristics have been found to be applicable to other genres as well.

Church bloggers can adapt these principles to their posts, especially if they are writing about more than their church (which they should be).

True, this calls for a change in our evangelism mindset. We are accustomed to promoting who we are and what we believe with little consideration for the people we hope to reach.

Therein lies the value of blogging. It forces us to see things through the eyes of others.

Here’s an example of how a church blogger might apply these principles:

A congregation might discover an interesting statistic about their neighborhood. Let’s say an old working class urban neighborhood, known to be populated by a certain ethnic group, learns that the latest census shows their neighborhood is now home to a growing number of immigrants from another part of the world.

The church should write about that. It is surprising and interesting. It could have potential to become intense —in a good or a bad way. The church should put itself in a position to influence that!

Most important for ministry, the news has the potential to be presented in a positive way, benefitting both the church and community, which may then lead to action by the congregation or by the neighborhood.

Upon this foundation, a church blog can be the catalyst for a congregation’s mission and growth.

What is going on in your neighborhood that you can influence by writing a post on your church blog?

29 Jan 2013

Chasing the Elusive Demographic — the Young

A New Ministry for a New Age

Church has long recognized that it has trouble connecting with the young. For several decades it was taken for granted that our youth would disappear in high school and return with their children in their twenties.

The benign neglect of this demographic is now haunting us.

Young people began putting off parenthood until their 30s or 40s. A two-decade absence was insurmountable. Add to that the demands of the modern family, including high divorce rates and intensive community commitments, and you have an entire population missing from church life.

Time has only widened the demographic.

Our Ambassador visits reveal that the problem demographic is now pre-school through 40.

This should alarm congregations.

We won’t pretend to have all the answers, but we had some of them. Redeemer’s membership, though small, had every age group represented with a good representation of families with young children and a small group of active youth. Our cradle roll was showing particular promise when SEPA Synod decided to vote us closed without our knowledge.

Whatever it was we were doing right, we have learned even more in the last few years.

We took our ministry online. 2x2virtualchurch.com is the voice of Redeemer, East Falls. We are about to celebrate the second anniversary of our launch.

We are pioneers in social media ministry and we have attracted attention from church leaders all over the world.

As of this month, we average more than 2000 readers per month. This doesn’t count readers who subscribe by email, Facebook, LinkedIn and Twitter. This adds another 200 daily readers.

These social media channels are valuable in growing our ministry. They help us identify our readers.

Surprise! Most of our readers fit the very demographic missing in bricks and mortar churches. Our subscribers tend to be in their 20s and 30s. They are from any number of ethnic backgrounds. They tend to be adventurous in lifestyle and involved in making spiritual connections online. Many of them blog on spiritual subjects.

They are timid to comment online but tend to write to us by email.

Another demographic is beginning to emerge. From time to time (we wish more often) we publish resources we hope are helpful to other small congregations. Some of them are from our archives of things we used in our own worship.

Our church was unique in that most of our members spoke English as a third language and learned music by ear, not by reading from hymnals. Our early attempt to use published resources flopped. We started writing our own resources that could be performed simply and without expensive professional leadership.

Last year, we posted an Easter/Holy Week play that Redeemer produced and performed for the community in 2008. It sat there all year getting little attention.

At Christmastime 2012, readers started to find it. It has been downloaded 700 times in the last month.

Our Adult Object Lessons, based on the Common Lectionary and published weekly, are also attracting a following and are beginning to engage readers.

Will our ministry ever be seen as worthy to the Southeastern Pennsylvania Synod who claimed our assets with the unsupported rationale that we were incapable of fulfilling our “missional” purpose?

They are unlikely to budge.

Meanwhile, Redeemer will keep moving! We think the survival of the church in the next 100 years depends on learning the skills we are pioneering today. We’ll be glad to share our adventure.

15 Jan 2013