Over the past few years, I have seen an explosion in social media being utilized by the Church. While some see this as very useful (and it can be), I tend to lean toward it possibly being a distraction.
Let me explain what I mean…
What Is the Point?
For the most part, Churches use the social media phenomenon to increase their exposure, and to broaden their reach when they post announcements and updates.
This is only effective because people like you and me spend a ridiculous amount of time on Facebook, Twitter, and networks that are similar. The same goes for blogs as well. The main reason that it is ‘recommended’ for Churches to have blogs is because of the same reason Churches have Facebook and Twitter–everyone has them.
However, our addiction to these social sites is a topic for another time. The question I am addressing here is why Churches need to be in on the frenzy. The answer is a lot more complex than this one argument that I am going to make, but I think it would be safe to say that one of the main reasons Churches use social media is in order to be relevant to a disconnected generation.
When a generation spends untold amounts of hours in front of Facebook, the main way to get their attention is to be in Facebook; thus, the creating of a Facebook page happens.
Is It Really Effective?
Debatable as it may be (because different Church cultures produce different results), a Church having a Facebook page doesn’t produce much. It may produce a little (such as community in a forum discussion, or other such uses), but in the end, most announcements that are posted by Churches on their pages are something along the lines of, “Gonna be a rockin’ service tomorrow. Come and join us for fellowship!”
How many people on Facebook are going to respond to this invitation? Chances are, the only ones seeing this status update are those who are fans of the Church, and most of those fans are members.
So is social media effective for a Church? It can be, but in most cases it probably isn’t. The shocking reality is that I bet most Churches know that their Facebook page isn’t producing anything; that is, except an image.
What happens when you see that a Church creates a Facebook page? Immediately, you think that Church is trendy, up-to-date, and something that you can relate to. So in most cases, a Church’s Facebook page will boost their image in the minds of the members. The problem with this is that now we are sounding more like a business than a community.
Could it be that we are more concerned about our image to members and the secular world more than our fellowship with the members on a face-to-face basis?
Why Should a Church Use Social Media?
So what would be a viable reason for a Church using Facebook?
Well, I’m no expert on social media, trust me. But my suggestion is that Churches use social media as their official representation in the network.
However, this isn’t for all Churches. Many Churches are closely knit together, and anything needing to be said to the community can be said on Sunday from the pulpit. But some Churches, like those whose reach extends far outside of their boundaries (like IHOP, Bethel, and others) are likely more in need of social media than smaller Churches.
These Churches, who have a network in the hundreds of thousands, need an official representation of themselves in these spheres. This is only because, like I said at the beginning, the majority of the people that they reach have a Facebook or Twitter.
But an even greater reason is that in reaching this large amount of people, they also reach plenty of people who would wish to spread lies about them. Thus, a standard of their beliefs and teachings is vital for clarification and for people to find out for themselves if the lie is true or not.
But what do you think? Is it effective for Churches to use social media? Why?
Dustin W. Stout says
I believe it is as effective as the social media director of the church crafts it to be. In this area, I think it’s hard to blanket what effectiveness or “success” is. If you have an effective social media strategy in place that identifies your target audience, is consistent, meets people where they are at and serves their needs, it will be effective.
I’ve seen plenty of churches use social media very effectively, and others who… well, not so much.
I think it would be poor stewardship for us not to use social media to advance the Kingdom and the work of Jesus. I say this because I’ve been a part of God using social media in a powerful way to reach people and change lives.
Calvin Koepke says
That’s really encouraging that you have seen social media affect people’s lives. And I’m totally all about a church using social media, but only as long as it’s to increase the value of their communication.
In the end, church is about fellowship for the body of believers, not the amount of likes you get on your page.
But I think you know what I’m getting at here. I agree with you; I just have reservations 🙂
Chris Walker says
I think it would be silly not to use social media. The potential ROI of using it has a huge upside. I agree with Dustin in the comment above that the effectiveness is really up to the person who is put in charge of running the campaign.
Not using social media would be like not using telephone technology when it came out because the church thinks that communication in person is so much more effective even if the phone was free.
The other benefit of social media is the sharing culture of the online community. It makes it easy to invite other friends to church through social media and if your church is putting more effort into the communications to make them fun to share with others, you can potentially reach a lot more than your current church community.
Calvin Koepke says
Hmmmm….you have some good points. The problem that I have is more with the motive behind using social media, not so much social media itself. Of course, many churches can have the right motive, but if you approach it as a business, then ROI is going to be much more of a focus. You’re naturally going to see how many ‘customers’ you can draw in in order to expand your ‘business’.
But if we’re talking about ROI, then personal contact and relationship far exceeds Facebook as a marketing source.
By the way, I’m not picking on you for saying ‘ROI’. It was just a handy example 😉
Matt Brough says
I’m a pastor of a small church (less than 80 on a Sunday) and even small churches can use social media, just likely not in the same way large Churches do. The realization, especially in small Churches, is that the Church already is using social media, because its members are using it, just likely not “strategically” or “evangelistically”.
An example. Our Church started a community garden. Basically one member had the idea, the passion, and got it done with the help of a few others. A different Church member thought it was cool, took a bunch of pictures and put them on Facebook. People (not our members) commented on how awesome it was that our Church was growing food to give away to a local downtown mission. Is our Church using social media effectively? I guess if “effective” means getting more people in the door, then no. But if “effective” means telling people that part of following Jesus is caring for others, then yes. But there was no social media strategy – just the Church being the Church, and talking about it on Facebook.
Calvin Koepke says
That’s an excellent example of how it can be used effectively. And I pray blessings on what you’re doing, because, ya, that is a great idea. 🙂
Thanks for the input, it was really helpful for me to see it being used in a worthwhile way!
Matt Steen says
I think it all comes down to the question “why?” If the church answers why they need a social media presence with something along the lines of “it’s cool, other churches do it, and we want people to like us” you can pretty much guarantee that the social media presence isn’t going to add anything. If there is a definite reason and strategy for the presence, and a plan of who is going to develop and maintain that presence, then it has a far better chance of working.
One thing that I would warn churches about. Calvin nailed it when he wrote this:
What happens when you see that a Church creates a Facebook page? Immediately, you think that Church is trendy, up-to-date, and something that you can relate to.
A church that puts up the facebook page (or a slick new website, for that matter) had better match the image that it is portraying. To create an image of being hip, cool, and attractive to young people only to have them show up and find a culture that is anything but does more harm to the advancement of the gospel than good. Be honest about who you are, if you are attractive to 70 and 80 year olds who like hymns and the organ, don’t create a web presence that makes you appeal to the twenty and thirty something hipster set.
Calvin Koepke says
Preach it 🙂 Good advice.
And yeah, ultimately I can’t make a general, all-encompassing statement about whether social media is good or bad. Eventually, it all comes down to the motive, or as you put it, ‘the why’.
Thanks for commenting, Matt!
Nate Beaird says
So do we as the church continue to expect people to come to us, or do we do what we’re supposed to do- go out? When Jesus spoke the Great Commission, he talked about reaching people anyway you could- “to the very ends of the Earth.” Back then he was talking about traveling to other countries, but what if I could share my church and it’s message to someone in another country? Should I? If you answer yes, then you believe as I do- Jesus commanded us to advance the Gospel via Facebook.
Not to mention that social media is where people find answers and advice. Not to mention that promoting, sharing, communicating through social media is basically free- allowing any church of any size to get the word out. Not to mention people can see photos and videos of your events or services and ‘get to know’ your church before visiting, allowing them to feel more comfortable and know what to expect. There’s more, but you get the point…
Why a church decides to use social media is up to them. Like you, I hate more than anyone the status blasting every Wednesday around 3pm, “Don’t forget to bring a friend to Xtreme Youth tonight!” I think as a people, we’re still trying to figure this social media thing out. We’ll mess up, and we’ll succeed… but to not use it, well, seems like a waste to me.
Good conversation here…
Calvin Koepke says
You bring up some good points, and I definitely don’t think that Facebook should be a neglected outlet. I just think that there are better and more effective outlets out there–but they’re uncomfortable.
For example, if we went out and started healing the sick and raising the dead and casting out demons like we were commanded to, would we find Facebook as a viable tool for outreach? Or would we consider it a waste of time?
Facebook would be useful to post the many miracles that were taking place, but as far as promoting our church building, I’m not so sure…
Good points you bring though, Nate. They make me think for sure.
Beth Neibert says
Well said, Nate! I agree!
whitney says
Hey there – first time commenting, but I’m pretty passionate about how social media can be used for the church, and I’ve been quite encouraged by the way we’re starting to use it at our church, so just wanted to share a bit.
If you use Facebook without knowing exactly what you want to accomplish, then I completely agree with you. It can be a distraction and it can actually damage your church because you tend to forget about it or post information no one really cares about. Using a popular tool incorrectly can make you seem as out-of-touch and irrelevant as not using it at all.
But what if you didn’t view it as another way to get information out? What if you didn’t even always view it as a way to pull interaction back in? I’ve only been a church Communications Director for 3 months, but I’ve already noticed huge differences in the way agency-created, corporate communications create reactions and the way church communication creates reactions. Every corporate brand out there craves word-of-mouth referrals, but has to struggle to get them. When God changes someone’s life, there are many, many things to our advantage. 1) People notice. 2) Those who choose to follow Jesus usually eventually realize that’s going to require them to tell their story. 3) When God turns your world upside down, you usually want to tell someone. And if God has made church instrumental in that process, that church will get mentioned. Sometimes the only thing holding you back from telling others is that you don’t know how.
So after 3 months of adjusting and evaluating, I am now confident in the purpose behind our social media efforts. It is to equip and encourage others to share their story. You can tell others about your church, what God’s teaching you and how crazy He is about people by simply clicking “Share” or “Like” or commenting on a status. It’s a small step, maybe, but it’s certainly a step worth taking.
just my thoughts 🙂
Calvin Koepke says
Great points Whitney, and way to comment!
I can totally agree with you, as long as the motive is not to promote the church, but God. Really, it just comes down to the motive, and that probably would have been the best way to write this post 🙂
Oh well!
Thanks for commenting though, I definitely agree that social media can be used to spread the word about God in the small way that it does.
Beth Neibert says
Calvin, I was doing some research for a writing project and came across your post. Since it’s been over 2 years since you wrote this article, I’m curious if you’ve had a change in attitude. Do you still question whether social media can be effective for churches? Thanks for your time. ~ Beth
Trevor says
I’m also curious to know if your thoughts have changed. I would also recommended checking out a book by Justin Wise called “The Social Church.” It has totally changed my perspective on the usefulness and effectiveness of social media in the church!