The Pastor and Social Media

The phenomenon that is now known as Social Media is less than twenty years old.  Webster’s defines it as “forms of electronic communication through which users create online communities to share information, ideas, personal messages and other content.”  It all began when Al Gore invented the internet …. Seriously, as the internet developed there was a series of inventions that were connected and built upon each other.   Here are some highlights, “TheGlobe.com” was a social networking service conceived by Cornell students Stephen Paternot and Todd Krizelman that went public in 1998.  Instant messaging was popularized in 1996 by free IM software developed by the Israeli company Mirabilis.  AOL later acquired the company.  A company named “Geosites” provided customizable “home pages” for anyone who wanted them in 1994. 

“SixDegrees.com” used a series of contact lists where users who, agreed to hand over an email list, could communicate with friends via bulletin boards, e-mail and online messaging.  “Friendster” built on “SixDegrees” and invented “friends.”   “LiveJournal” was an online diary, later acquired by Google as a blog-hosting platform.  “MySpace.com” was started in 2003 and was the king homepage, messaging and photo-sharing site until the easier to use “Facebook” came along in 2004.  “Facebook” now has one billion uses worldwide.  In 2006 “Twitter” capitalized on the idea that people like to keep a blog, but don’t like to write them.  So they came up with the 140-character limit.  “Twitter” is growing and has an estimated 500 million users.   To top all this off, the “I-phone” came along with a “smartphone” that allowed people to be social rather than tied to a computer.  Now we can do all of the above regardless of where we are!  

There is an overabundance of invaluable information on the Church and Social Media available, and I am convinced that the church must not only learn how use social media, but more importantly learn to understand the culture that has developed around it.  I have inserted a helpful chart from a recent BuzzPlant survey that should be helpful.  My focus today however is on the Pastor and Social Media.

First, let’s take a look at the value of the benefits of living in a Social Media World.

•  It is a great way to connect.  Social Media allows us to keep up with people inside and outside our church.   It is powerful tool to keep people informed on what is going on.
• It transcends geography.  Social Media is not restricted to the small geographic area where you live.  You can interact with anyone, just about anywhere.  As a child in Africa, the fasted letter was an “air form” and it took at least two weeks to get from the United States to Tanzania.  If you were near a phone that worked you had to yell to be heard across the Atlantic.  The fastest and cheapest way to get information was a “telegram.”   That was only 35 years ago!  Through Social Media I can reach my brother in Kenya, instantly and practically free!
• It is not bound by time.  In other words, you don’t have to actually “reach a person” in real time to communicate to them.  Now you can text or Facebook someone you need to communicate with.
• It provides a broader ministry opportunity.  It used to be that ministry was tied to live communication, recorded media, or printed materials.  Twenty years ago sermons were recorded on cassette tape and through tedious duplication distributed accordingly.  Printed materials were photocopied, or printed.  Distributing information beyond the worship service or the class was cumbersome and costly.   Through the use of Social Media we have the ability to teach and disciple an enormous amount of people almost instantaneously, for practically free. 

With the all the benefits of ministry in a Social Media world, come the need to be cautious.

•  What gets out stays out.   Whether it is a picture, video, tweet, blog or e-mail, once the information is out it cannot be retrieved.   As pastors, you need to be attuned to this reality and to be careful. 
• It distorts reality. 

a.      You can come to believe you are more important than you are.  Having your own website, Blog, or high count in Facebook friends or Twitter followers, can make you think that all these people are actually paying attention to what you are communicating.   We all know that besides “nickels and noses” we find additional affirmation by the number of social media followers we have.  One Christian leader’s bio states that he “reaches 70,000,000 potential households each week.”  “Potential” is the key word. Just be careful when you start thinking that way!  Our hearts are indeed idol factories!  How many of you regularly check your followers or visitors to your blog? 

b.     You can present yourself as someone different that you are.  One of the reasons social media has become so popular is because we only have to reveal the parts of us we like, and can hide what we don’t.  Thus what is often presented is very different than who really are.  Don’t make yourself out to be Mr. extroverted people person, when you are really an introvert.  If you want to be a messenger of the Gospel you have to authentic.  

c.      You can make yourself look more important that you are.  A sad aspect of social media is the “hey look at me” factor.  To stand out in the virtual world we have promote ourselves.  Sadly, most pastor types end up revealing their narcissistic tendencies.  Remember it is about the Message, not the messenger!

d.     It can make people think they have a closer relationship with you than they really do.  Like counselors, pastors need to be aware of people who use social media to have access to you.   There will be people who just because you “befriend” them will really think they are your friend.  Be careful to not make yourself look more available than you are!

• It can clutter your world.   I don’t believe this one needs to be explained.  However, to prove my point, try to go one day without accessing social media. 
• It can distract you from what really matters.  Along the same line, the primary role of the pastor or teaching elder is prayer and preaching – in that order (Acts 6).  Personally, the more cluttered my world gets, the less I pray, and the less time I spend in Scripture.  When that happens, it hurts me, my family and my ministry.  Don’t let social media rob you of the means of Grace given to us!  Make sure there is ample social media free to be still in the presence of the Father!

Being a Pastor to the Workplace

            I don’t have raw data on the subject, however if there were a survey conducted on how often a sermon is applied to work, my guess is that percentage would be miserably low.  Most sermons, if applied at all are directed to the areas that the average American spends the least amount of their time.   Now, please don’t misunderstand me, sermons on marriage, family, childrearing, are all important, but for the vast majority of the world, that is not where they spend most of the their time, nor where they face their greatest challenges. 

            Take a look at the chart below and notice the percentages of time given by the Bureau of Labor Statistics and compare that to not how sermons are applied, and how the average pastor ministers to his people.  My point is I don’t believe the average pastor knows how to minister to those in the work place, specifically the business leader.   As a side note, this could be a reason why fewer men attend church in the United States.        

            

            In order to pastor those in the workplace, you need to know them.  Here are a few suggestions to get you heading in the right direction.  

I.          To pastor people in the workplace you must have an accurate understanding of calling.

A.    Do you truly believe that those in the workplace are called to that work?

B.    Can you correctly articulate how to help them live out that calling?

  

II.          To care for people in the workplace you need to be a student of the work culture.

A.    Knowledge:  Go beyond knowing where people in your church work, and be a student of what their work entails.  In addition keep up on what kind of jobs are in your city or region.  What businesses are thriving?  What ones are struggling or failing?  

B.    Values: To pastor people in the work place you must go beyond knowing “what” they do to learning “why” they do they do. This means going deeper with the goal of understanding opinions, viewpoints, attitudes, philosophies, and convictions. It is here where you will understand why an educated individual spends their life in a small manual skills job.  Understanding “why” people do what they do, takes you to the core their behavior where true spiritual ministry takes place. 

C.    Personality:  How does personality play into the work they do?  Like values, personality plays a significant role in whether someone likes their job, or struggles with it.  Understanding personality also helps you in your ability to interact with and therefore minster someone in the workplace.

D.    Below is a sampling of some work areas of people who attended the churches where I served as pastor.  Notice the diversity and therefore the challenges of ministry in their context. 

1.     Airline Pilot.

2.     Air Traffic controller.

3.     Airline Maintenance worker

4.     Attorney.

5.     Bail Bondsman.

6.     Bartender.

7.     Chief Financial Officer.

8.     Chief Operating Officer.

9.     Commercial and Residential developer.

10.  Dentist.

11.  Educator.

12.  Hospice Chaplin.

13.  Infectious Disease Physician.

14.  IT Specialist.

15.  Regional Account Manager for Microsoft.

16.  Nurse.

17.  Pharmaceutical clinical liaison.

18.  Plant Manager.

19.  Self employed Electrician.

20.  Tennis Pro.

21.  Veterinarian.

E.     Remember, you will not have the time to master all work cultures, but you can gain a basic understanding quite easily, and therefore pastor each more effectively.

III.          To care for people in the workplace you must be aware of your own Pride, Fear and Idols.

A.    Pride can cause you to look down on those whose job you don’t respect, and seek acceptance by those you esteem.  Either extreme will hinder your ability to pastor effectively.  If you venerate someone, you will not be able to engage them effectively.

B.    Fear will cause you to distance yourself from those who might intimidate you.  

C.    Not identifying your own idols will hinder your ministry effectiveness and cause you to focus your ministry on people who feed your idols.

1.     The Idol of Approval is the belief that you are whole when others respect and approve of you.   

2.     The Idol of Comfort is the belief that you are whole when you are experiencing a certain quality of life.

3.     The Idol of Security is the belief that you are whole when your life is secure and safe.  

Networking Before a Crisis

Crises Happen: Over the last two weeks we have seen the devastation caused by tropical storm Sandy.  In one neighborhood residents watched houses across the street burn to the ground as a six foot tidal surge left them trapped in their own home.  Two weeks later thousands of residents are homeless or without power.  Though most communities did not see this level of destruction, the potential of crisis is in every community.  They could range from a tragic death to a shooting rampage.  It is important for the church to be positioned to step in when it happens.

Preparing for Crises: Being a resident of the great state of Florida, preparation means being ready for that one hurricane that could obliterate us.  Because we never know what kind of crises our community will face, it is impossible to fully prepare ourselves with the adequate physical supplies.  Nevertheless, one way we can prepare for Crises is by letting people in your community know that you are there long before anything happens.  In other words when a crises occurs, you and your church are one of the first one called. 

Like the Serpent lifted up in the wilderness: After a time of crisis someone came up to me and said something that at first seemed strange and was clearly not theologically correct.  Basically they said this, “Pastor you are kind of like the serpent that Moses lifted up in the wilderness.  God has put you here up in front of us, and when we look to you we feel some hope.”  Those of you who know me probably get the serpent part, however the point is that I believe that God uses His people as beacons of hope in the middle chaos.  The question then is how can we position ourselves to be one to bring that hope?   I believe it is through networking long before the crises occurs.

Networking: The term “Networking” is used in numerous ways.  Webster’s Dictionary defines it as “the exchange of information or services among individuals, groups, or institutions; specifically: The cultivation of productive relationships for employment or business.”  When applied to the business context it refers to building and maintaining a list of contacts to promote your product.  If you are in sales that means you are on the constant look out for new people who may be interested in your product, or people who can connect you to someone who may be interested in your product.  

The Networking Pastor: I am sure there are many who are reluctant to see networking as a responsibility of a pastor and as a result it not generally a task they undertake.  On the other hand I would argue that networking is essential for a church planter.   Before I give you some suggestions on how to network, there are two important points that I need to mention.

• Networking is not Evangelism.  Though I believe networking is a step in providing an opportunity to share the Gospel, its primary goal is developing relationships with people who are not in your church or present circle of relationships.
• Networking is face to face.   There are clearly benefits to internet driven social networks, however the type of networking that I encourage you to do goes beyond that and is done through traditional interaction.   For people to fully trust you in a time of crises that need to experience you in person.

Tips for Networking:  There is a lot of helpful information available on the topic for networking.  Though written for business, they are applicable to the church or church planting context.  Here are a some of the  methods that I have used.

1. Get out of your office.  This may seem like a no-brainier, but you cannot be an effective networker by spending all of your time in the office.  You have to be where the people are!
2. Get out from behind the computer screen, I-Pad and phone.  A lot of guys like to hang out at the local coffee shop.  Just sitting in the corner of a coffee shop working or playing with your electronic device is not networking.  It actually may have a negative effect as you will be the weird guy who takes up valuable space.  At least get to know the baristas and be sure to tip well.  
3. Join the Gym.  We pastor types are generally unhealthy and larger than we should be.  Join a local gym, get healthy and build some new relationships.  I can’t tell you how many relationships I built and maintained at the local YMCA.  One word of caution, learn gym etiquette before you get zealous and learn to recognize when a person doesn’t want to talk. 
4. The Goal is to serve not sell.  Your primary goal is not to sell your preaching or the ministry of the church, it is to look for ways to serve the person you are talking too or the community. 
5. Meet with key community leaders.   This can be done in several way, but the goal is to let them know you are there and available to serve.
6. Coach. Coaching my son’s sports teams was a powerful networking tool.  
7. Don’t expect anything.  Not everyone will like you, so expect people to ignore you or a look at you weird.  Don’t expect people to treat you any better just because you are pastor.  
8. Be a good listener.   Don’t worry about what to say.  Remember this is not a sales pitch.  Master the art of listening and asking follow up questions.  You will be amazed at how people love to talk about themselves.

On Being Missional

^“And Jesus came and said to them, “All authority in heaven and on earth has been given to me. Go therefore and make disciples of all nations, baptizing them in the name of the Father and of the Son and of the Holy Spirit,  teaching them to observe all that I have commanded you. And behold, I am with you always, to the end of the age” (Matthew 28:1-20).

For many years the United States was considered a Christian nation, as such the culture as a whole affirmed the existence of the church and many in fact considered themselves to be Christians.  Going to church was not only acceptable, but in many parts of the country was expected of every good citizen.   Most of the country had ordinances, called “blue laws” that kept most stores closed on Sunday.  Church buildings were located on the square and highly visible to all.  Competition between churches was through buildings and architecture, each church constructing a higher steeple than the other.  Though many churches moved away from the authority of Scripture, and were irrelevant, people still came simply because they should.   

By the 1970’s the societal changes that were occurring began to have a striking effect on the churches as attendance declined.  For the first time in their history many churches had to determine how to get people back to church.  The consensus was to make the church more attractive through programs and methodologies that would be attractive to the un-churched.  As a result we began to see terms like “contemporary worship” and “seeker driven” in defining philosophy of ministry.  Through aggressive marketing plans this method did in fact draw people to the church and is basis of many of the mega churches in the United States.  In the 1980s it was not uncommon for churches to study corporations as McDonalds and Disney to learn their methods of marketing and customer service.  Unfortunately, they adapted too much of McDonald’s methodology and produced a generation of people whose spiritual food was as nutritious as McDonald’s burgers and fries!  In this era, people came to church because the marketing worked and they stayed as long as they liked the product.

Marketing the church has run its course and is no longer effective for the average church.  People are weary with empty marketing and are looking for what is authentic and addresses the deeper issues of life.  Even more disturbing is the awareness that marketing has resulted in an increased skepticism of the church as the programs rarely address the true issues of the heart and promoted a self-centered consumer attitude.  Though there are more mega churches, there are few churches per capita and the United States is becoming increasingly less Christianized.  We are now a mission field!  In fact, missionaries are now coming here from countries we at one time sent our missionaries!

If the United States is a mission field, then the church must be missional[i] in that it has the responsibility of equipping its members to live out the mission given in Matthew 28:19-20.  All of God’s people are called to be missionaries in the places they live, work and play.   The church cannot assume people will show up simply because they exist, and they cannot merely market themselves and believe many will be drawn through their doors because of creative programming.  Rather the church must be committed to sending her people out of the church to reach people in their spheres of influence.  

           

There is not ample space in this context to fully address all that has been written on being missional.  Unfortunately, there is a lot of confusion surrounding the term resulting in both a shallow missiology and an incorrect ecclesiology.   Many in fact have turned the popularity of this movement in to another program!  Never the less, at the heart of being missional is a call to be God’s witnesses, or to state in more pointedly, evangelism.  Any missional approach that does not have this as its end goal is not truly missional.

           

In his book entitled Bible and Mission, Richard Bauckham writes, “Mission is God’s work before and after it is ours. . . God continually makes more of what we do for him than we can make of it ourselves, and God continually prevents the harm our foolishness and failures would do. The Bible does not map out for us the path from Pentecost to the kingdom.  It invites our trust in God rather than the mastery or calculation of history.  God can be trusted to be faithful to his promises, but remains free in his fulfillment of them. . . In many ways, therefore, mission is not the imposing of predetermined patterns on to history, but openness to the incalculable ways of God in history. . . Scriptures often associate mission with the making known of God’s name. . . Witnesses, then, mediate the particularity of the biblical story and universality of its claim. . . When Christians find their metanarrative in confrontation with an alternate, aggressive metanarrative – whether that of globalization or Islam or something else – nothing is more important than telling the biblical stories especially that of Jesus, again and again.  This is both an essential part of our witness and the way we retain our knowledge of what it is to which we witness” (pp 99 -101) 

           

In conclusion my challenge to all Christian leaders is that they begin to look beyond the church doors and see themselves as missionaries to the world around them.  That they ask the Father for a fresh appreciation of the Gospel and a deep compassion for the lost that moves them to deep and lasting friendships with non-Christians.  And as these relationships are lived out in the routine activities of life, the biblical stories and their own conversion narratives are a constant subplot pointing to the hope that is in them.       

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[i] For more information on this topic please read Tim Keller’s excellent article entitled The Missional Church.