Today we spoke with Justin Wise, a social media strategist who works wtih organizations and churches to help build their online communities. He has also written a book about the topic, The Social Church: A Theology of Digital Communication.
1) You worked in Christian vocational ministry and left to help Christian ministries leverage social media. What inspired this move?
I left vocational ministry because I felt somewhat trapped by it. I worked with church people. My friends were church people. I talked about church all day long. I had lost all contact with the "outside world." There are faithful folks all over the world who find ways to balance the tension of working in a church and maintaining contact with those outside of the bubble. I just wasn't one of them. When it came down to it, I felt like I could be more effective building God's Kingdom outside the four walls of a church.
Leaving the ministry was so helpful because it helped me to see how people—normal, everyday folks who are just trying to live their lives—communicated, interacted, and thought about church. It gave me my wind back to know I could still be a "Jesus influencer" even though I wasn't employed by a church. Plus, being an entrepreneur at heart, I was basically unemployable! Starting a business was the best way for me to keep food on the table.
2) What do you think most ministries get wrong about digital communication?
The ROI of social media is relationships. Nothing else. We engage in digital communication as ministries not to get something, but to give something. The more we invest, the more relationships we start, nurture, and multiply. The more relationships, the farther the gospel travels. When ministries approach digital communication (web, email, and social) as an advertising platform, we all lose.
I felt like I could be more effective building God's Kingdom outside the four walls of a church.
3) We've seen Christian leaders use social media for good, but we've also seen leaders get in trouble on social media. What is your advice for pastors, church leaders, speakers in their own personal use of social media?
Every good leader I've ever followed has three qualities I want to emulate: transparency, vulnerability, and a good sense of humor. These same qualities apply across all aspects of their leadership. Even social media. Some of my favorite people to follow online are the ones who tell it like it is (transparency), show me who they really are (vulnerability), and give me a chuckle (good sense of humor). Social media, like all technology, only makes us more of who we are.
4) As you think through the digital landscape, what technologies should we be paying attention to that we may not be aware of?
Three words: mobile, mobile, mobile. Smart ministries are focusing on everything from how to recruit volunteers, to donor development, to processing donations and tithes, to engaging their community, to inspiring action—all with the mobile device as the gravitational center.
Listen, it's too late for some ministries. It's something that no one wants to say but it needs to be said. There are nonprofits, ministries, and churches reading this article right now who will not be solvent a year from now. Why? One reason: failure to adapt. When we think technology is new websites, social networks, responsive design, or any other digital buzzword de jour, we are wrong. Technology is not a set of tools. Technology is a language.
In 2015, most people are viewing the web through a smart phone. When a church refuses to update their website so people can view it easily on a mobile phone, they are communicating something. They are saying, "We do not care about you. We like our way better." The culture responds appropriately.
In 2015, most people are donating to charities and nonprofits online. When a nonprofit does not have a simple way for people to give online, they are communicating something. They are saying, "We do not want your money. Please go give it to another worthy cause." The culture responds appropriately.
If you were to go to a foreign country and you didn't speak the native language, you would do one of two things: Learn the language or hire an interpreter. The Land of Digital is a foreign, faraway realm for many. Again, the native tongue spoken is technology. We would be wise to immerse ourselves in learning the language or spend the time, energy, and resources to bring the needed interpreters along for the ride.
Technology is not a set of tools. Technology is a language.
5) How would you counsel Christian leaders and parents in coaching their kids on good use of social media?
Teach them to be good people first. Then teach them these simple rules:
1. Google's memory is permanent.
2. Technology makes us more of who we already are.
3. You can't control social media—it has a mind of its own.
The one option parents and leaders do not have is to do nothing. Your children will learn how to use technology, one way or another. You have a choice if you are going to be the one to help shape them.
Daniel Darling is vice-president of communications for the Ethics and Religious Liberty Commission. He is the author of several books, including his latest, Activist Faith.
