Many pastors are struggling with social media and communication technology, because they aren’t sure where to start.

At staff meetings, they hear talk of Twitter connections and chatter about family experiences shared on Facebook.

They are constantly asked, “Do you tweet?”

The communications team creates a Facebook page for attenders to comment on a sermon series. For the first time ‘social media’ works its way into a message.

They know about Google and Skype and blogs and YouTube. Video has become an integral part of the worship experience.

Then there are the outreach technologies and platforms. Church online, the internet campus, live streaming worship experiences, and podcasting. All this and church management systems that now have communication applications, some merging with private social networking services.

The use of social media and communication technology has exploded in the last five years.

Big challenge

The big challenge pastors face is deciding if communication technology is about winning souls or doing church things?

The IT side sees the technology piece, the components, systems, process, and capabilities. Communications sees marketing, brand, public relations and internal/external messaging.

The webcasting and social world is about “engagement.”

It’s possible to touch the soul of a complete stranger with a spirit-filled message via video or audio streaming. Then talk with her, or answer her questions on Twitter, Facebook or through live chat.

Social media is about making a connection and establishing friendship. Ultimately online channels can be created for making fully devoted followers of Jesus Christ.

It’s a shock to pastors when they realize that online engagement – really talking with people and having them talk back – can lead people to the Cross.

Technology to them was initially about software systems, back-office and business operations. It grew into advanced multi-media and digital resources – audio, video, lighting and projection.

Now we have all these diverse digital communication platforms made possible by the internet and social media.

Just thinking about it all is a struggle. So it’s hard to imagine how learning, using, or administering new media could fit into a pastors schedule already thin on margin.

How long would it take to master anyway?

Big  job

Malcom Gladwell talks about the “10,000-Hour Rule,” claiming that the key to success in any field is a matter of practicing a specific task for 10,000 hours. So, if the working year is 2,000 hours and you practice something full-time for five years, you should be able to master it. Playing a musical instrument. Writing. Golf. Shooting a basketball. Running a church. Five years in a row, you should be an expert.

So now you have to take your church and bring it into the digital age. Incorporate complex broadcast technologies. Make everything social. Establish a cohesive hole out of the disparate parts. Is that going to take 10,000 hours? Who is responsible for doing that? The pastor? The board? Will it be the communications or media person? A new digital pastor that God calls to do it?

There is even talk of technology facilitating the completion of the Great Commission. Winning souls is the absolute heart of God. Every pastor is interested in that. But is new media really that powerful. Is it part of God’s plan?

Staff points in one direction. Peers are all over the map. The board, and perhaps the pastor himself, asks what new media has to do with pastoral responsibilities, beginning with the primary calling to preach and teach the Word and to win souls.

It’s a challenge.

Seek first his kingdom and his righteousness, and all these things will be given to you as well. Matthew 6:33

Big decision

There is no one best way to do it. No formula. Some pastors and churches are doing innovative things, but they’re still learning and growing. The “experts” at the giant web companies say they know what’s best, but do the really know what’s best for the gospel? I doubt it.

Pastors are left with knowing they need to do something but they aren’t sure what, exactly.

So the big question pastors should ask is this: Is new media technology about winning souls, or is it about doing things? Or is it neither of those and something else entirely?

Once they seek God and make that decision, they can find focus and clarity. That’s a challenge for every pastor in the world.

Are pastors and churches racing toward wide-scale adoption of collaboration and partnership with others to do great things for the kingdom?

In the media and technology space:

They see the waste and redundancy risk of the “every church for itself” approach to building digital ministry.

They are putting up “welcome here” shingles for parachurch ministries and organizations that have developed advanced web and social media expertise and tools.

They work with Christian business leaders who believe they are called to fund innovative technology ventures.

They meet regularly with others outside the organization to share knowledge. They are open to sharing resources at unprecedented levels. It is not “their” money after all.

The question is, should they collaborate and partner?

Leadership Network is predicting that strategic partnerships between churches, organizations and even businesses will become the norm in next generation churches.

The tide is turning. Perhaps the question should be, what opportunities do you see to partner or collaborate on kingdom initiatives?

The armies of heaven were following him, riding on white horses. Revelation 19:4

Collaboration is taking place worldwide between organizations, corporations, educational institutions, and even farmers.

Sometimes churches have risk-averse cultures and tend to be “slow out of the gate” with innovative practices. The trend toward more collaboration may be happening because the Rider is saying to make the push at the end of the race to win.

If so, we have only one word to add. Hallelujah!

None of us with legacy operations would start the same Christian media businesses or media ministries if we were starting them now.

Digital technology has changed the way every form of media functions.

Communication has been changed forever.

The good news is…God has provided the opportunity for a “do-over.”

We are not talking about the kind of do-over that means what was done before was a mistake.

It most emphatically was not.

Hundreds of millions worldwide have come to true faith in Christ through traditional media.

We are not talking about a “mulligan.”

All the previous efforts will not be stricken from the record. For all those who believed in Christ through media, “He identified you as His own by giving you the Holy Spirit, God’s guarantee that He will give us the inheritance He promised.” (Ephesians 1:13-14)

And the reward for those who, down through the decades, have been faithful in witnessing for Christ through traditional media is ‘the crown of righteousness.’ (2 Timothy 4:8)

Still, many thought radio and television would make world evangelization possible.

Perhaps they have, similar to John being sent to ‘prepare the way’ for the coming of our Lord Jesus Christ (Mark 1:2-3). Traditional media workers, who quickly figured out how to leverage technology for the gospel, have created a favorable environment  and made it easier for those who will be charged with completing the task.

This do-over is a God-given second chance to complete the Great Commission, using media … digital media.

What would you do differently if given the opportunity to start-over? One thing I would suggest is to work like a startup.

That means:

There is a time to build. Ecclesiastes 3:3

1. Work fast and agile.
2. Have very few people.
3. Use a minimum amount of resources.
4. No big shiny offices.
5. Everyone shares responsibilities.
6. Eliminate silos.
7. Share knowledge and collaborate.
8. Build off core principles and ideas.
9. Test live, at scale, in context, on the Internet.
10. Make the smallest things you can create, push it out, and get data back.

Create an entirely new business unit. A new business model. A new revenue center. A new brand. Start prototyping in months, not years. Validate ideas after the prototype is made.

Now is the time for Christians to step-up. Make new things to communicate the gospel. It is time for a “do-over.”

(Based on John 21:3-6, The Message)

Christian leaders continue to leverage legacy media platforms to reach people with the gospel.

The old can be foundational for new ideas and technologies. During turbulent change, however, some of us decide to keep doing what we’re comfortable with.

Simon Peter announced, “I’m going fishing.”

Fellow workers are inspired to stay on board because of the leader’s experience, intuition and action.

The rest of them replied, “We’re going with you.” They went out and got in the boat.

Something changed dramatically when the Internet arrived. Successful strategies of the past no longer guarantee future success.

They caught nothing that night.

There are many theories about why traditional media platforms might not be able to reach as many people today as before. Everyone is working hard, trying to figure out what is happening. All are trying to determine the best way to reach and engage the “Net Generation” that has been surrounded by digital media since birth.

This epic shift has leaders so busy trying to determine where we need to go, and how to get there, that we sometimes miss what is right in front of us.

When the sun came up, Jesus was standing on the beach, but they didn’t recognize him.

Jesus understands the frenzied era we’re living in, our struggles, our weaknesses. He is patient with our insufficiencies.

Jesus spoke to them: “Good morning! Did you catch anything for breakfast?”

Being honest, sincere and pure before God is always our best response in a time of uncertainty or failure. We don’t have all the answers and it’s OK to say so. Things may not be going as well as we would like. We need God’s help.

They answered, “No.”

“What we mean Lord, is this. There are still billions of people to be reached. Our tools include technology and media. We have our legacy platforms. We’re learning how to use the new technologies. Show us how to bring these worlds together.”

He said, “Throw the net off the right side of the boat and you’ll get some.”

This response from Jesus has four implications for Christian communicators.

I will lead them down a new path, guiding them along an unfamiliar way. I will not forsake them. Isaiah 42:16

1. We are not constructing personal monuments. We are building new platforms for the gospel. As such, I believe God will show us how to integrate the old with the new, and where to point the resulting new channels and networks to reach the people He wants us to reach.

2. No matter how tired we are, how many different approaches we’ve tried, how late the hour, we must keep trying. Ask for God’s guidance. A generation hangs in the balance.

3. God may direct individual leaders to certain assignments, but He intends for us to cast our net(works) in unity with others. More fish will be caught more quickly. It’s as simple as that.

4. The primary point of any Christian technology and media endeavor is the Lordship of Christ. We must be obedient to Him for any of our platforms to be successful in a way that brings Him glory.

They did what he said. All of a sudden there were so many fish in it, they weren’t strong enough to pull it in.

The discussion of technology and media in ministry is moving into the mainstream. At no point in history has there been a better time to consider integrating technology, media and mission.

Advancements in digital media have opened up unparalleled opportunities.

Digital media opportunities

•  Evangelistic, inspirational and educational content can be delivered to more people, in more places, from more sources than at any time in human history.

•  Groups of individuals can be located, organized, and coordinated to interact with the Bible (www.youversion.com), interact with sermons (www.sermoncloud.com), connect with churches (www.churchcloud.com), connect with ministries and resources (www.gospel.com), and collaborate on mobile-based evangelism (https://mobilev.pbworks.com).

•  Opinions and ideas can be solicited and shared; community created; and partnerships formed across geographical boundaries.

A spectacular untapped reservoir of potential exists for leaders willing to seize the moment.

Here are four keys to unleashing the potential.

1. Prayer. “Ask of Me, and I will give You the nations for Your inheritance, and the ends of the earth for Your possession.” (Psalm 2:8) No great Christian enterprise starts or advances without prayer. Organize a monthly prayer breakfast. Invite a local or national expert on technology or media to speak.

2. Networking. To contend with the future of a fully connected world, time must be devoted by senior leadership to networking with leaders actively engaged in using technology for kingdom work. Attend technology and media conferences, like Echo, Biola Media Conference, and Internet Media Conference. I find my status quo thinking challenged and imagination stirred at events like these.

3. Collaboration. Once experts have been located, grow and manage a network of peers. Facilitate collaboration and communication. Share knowledge, such as best practices. Whether just getting started with new media or going to the next level, more will be accomplished by learning and working in community.

4. Change. The Lord had said to Abram, “Leave and go to the land that I will show you.” (Genesis 12:1) In some ways, we all resist change, especially when things are going well. I don’t like changing where I park or sit at church. But without change, growth is impossible.

And, it is impossible to stay where we are and go with God.

For that reason, I believe a willingness to change ones perspective of Cyberspace, and how people are engaged with the gospel in the Digital Age, may be the most important key to taking full advantage of the potential that technology is bringing.

A change in perspective

Twenty years ago, the world outside the Church was describing the nature of Cyberspace in geographical terms. Metaphors like “electronic frontier” and “land of knowledge,” were used. Though few understood what it all meant at the time, leading futurists and thinkers challenged everyone to become a pioneer in the new digital world.

Exploration of that land [Cyberspace] can be a civilization’s truest, highest calling. The opportunity is now before us to empower every person to pursue that calling in his or her own way. This exploration brings both greater opportunity, and in some ways more difficult challenges, than any previous human adventure.

(Cyberspace and the American Dream: A Magna Carta for the Knowledge Age by Esther Dyson, George Gilder, George Keyworth, and Alvin Toffler, August 1994)

When a global communications network was only an idea, the builders may not have had Jesus or the gospel in mind. God had a different plan. Through the Internet and emerging technologies, God opened a door for communicating His truth to literally everyone on earth.

“The Lord has done this, and it is marvelous in our eyes.” (Mark 12:11)

A change in strategy

Establishing a strong presence in Cyberspace for the gospel will require changing the way things are done.

In his article published in the June/July issue of Lausanne World Pulse, Dr. Dion Forster talks about how digital media is changing, or should change, the way the gospel is shared.

There is no doubt that the geographical movement of Christianity throughout history has radically changed the manner in which the gospel is shared. Each new context presents challenges and opportunities for the gospel and the faith.

What if the next shift in Christendom is not merely a geographical shift, but in fact a shift into cyberspace—a movement of a completely different kind?

Christians, and the Church, in every age have to make some necessary shifts in order to effectively communicate the gospel to a moving population.

Just as Paul’s letters transformed and built the early Church, and the Guttenberg Press transformed the Church around the time of the Reformation, so I believe the Internet, and particularly social media, is challenging us to transform the way in which we engage the world with the love of Jesus.

If Dr. Forster is right, and I believe he is, even now God is calling leaders to change their perspective on global communications; to see the tremendous potential for expanding the kingdom in new ways.

Ultimately, those transitions will enable leaders to move their organizations forward and drive a wave of digital media innovation.

A change of lives

And when the story is told, “all peoples on earth” will have been given the blessing of hearing God’s unchanging word. Then, the full potential for digital media and the gospel will have been realized.

Question: I’ve only listed four. What are some other keys to unleashing the potential for technology and media in ministry?