Churches late to Facebook party?

A mere three years ago, Diana Davis published a hands-on book for church leaders entitled "Fresh Ideas For Women's Ministry." When flipping through its pages, she said, one of the first things she notices is a missing word – Facebook. She needs to rewrite the whole book to cover this reality gap.

"That obvious, isn't it? It's so obvious that we ought to be using Facebook to tell more women about our Bible studies and prayer groups and retreats and things like that," said Davis, who has been married to a Southern Baptist pastor and administrator for nearly four decades, working in Texas and Indiana.

This connection is certainly obvious in America's megachurch subculture and the digital-media pros and market-research consultants who serve it. Davis, however, has focused most of her attention as a speaker and writer on churches that occupy corners in ordinary neighborhoods, not the giant sanctuaries that resemble shopping malls.

Lots of churches, she noted, don't even have solid websites. Facebook? Isn't it that computer thing all the teens use to waste time?

"Many small churches, or even our medium-sized churches, have nothing – nothing," she said. "There are people who still do not realize that if you're not online, or if you are not on Facebook, you do not exist for lots of people today. Your church simply does not exist."

The disconnected leaders of these churches should start doing the math, she argued, in a Baptist Press essay offering advice to those who have remained unplugged from Facebook.

First, pastors should request "a show of hands to find out how many church members use Facebook," she said. "The average Facebook user has 130 registered 'friends,' so if just 20 church members use Facebook, that's potentially 2,600 people who could read posts about your church. One hundred members with Facebook could touch 13,000. ... Convinced?"

Once they recognize the potential, religious leaders must learn how to handle life in the parallel universe of social networking. Here are some key rules drawn from work Davis has done with church leaders who have taken their knocks.

* It's crucial to understand the differences between websites, which users enter on their own seeking information, and Facebook pages, which – through "friends" links – can send semi-invited messages into someone's personal "News Feed."

"With Facebook," she explained, "you're sending messages to your members, but you're also sending messages to their friends and then, potentially, to their friends and on and on. So it's more aggressive, in a way. You're on offense, not defense."

* Newcomers should proceed with caution in this casual, yet intense medium. Clergy, she said, "know they have to think before they speak. Now they're learning that they have to think before they click. ... For example, pastors are supposed to use the language well. But if you put something on Facebook that has two or three misspelled words in it people are going to think that you don't know what you're talking about."

* It's important to keep messages short, positive and audience appropriate. Facebook, she said, "is a good place to send out a prayer request, but it's not the place to share details of someone's surgery. This is not the place to talk about the fine details of your church's finances."

* Know that even simple amateur videos can help. For example, senior adults are more likely to feel comfortable visiting an exercise class if they can watch a short video showing others taking part. It helps to show newcomers what your flock is doing.

* Social networks cannot replace the human touch of true human networks. Facebook posts cannot replace a covered-dish supper, but they can help bring more dishes and people through the church door.

For example, as soon as news reports began about the earthquake and tsunami in Japan, Davis said her own church rushed out a message urging members and their friends to attend a prayer event. Then volunteers sent the message to other churches and their small-group networks. In short, the invitation "went viral" at the local level.

The result: Instant prayer service.

"That message went all over the place," she said. "We could have never done that by telephone – that fast, to that many people outside our church. People came from everywhere. ...

"This is real. This is something that more churches just have to try."

A social media Reformation?

As every avid Twitter user knows, there are only 140 characters in a "tweet" and that includes the empty spaces. The bishops gathered at the ancient Council of Nicea didn't face that kind of communications challenge and, thus, produced an old-fashioned creed that in English is at least 1,161 characters long.

No wonder so many of the gray-haired administrators in black suits in the U.S. Conference of Catholic Bishops struggle with life online. It's hard to take seriously the frivolous-sounding words – "blog" and "tweet" leap to mind – that define reality among the natives on what Pope Benedict XVI calls the "Digital Continent."

"In the past, the church would often build new parish structures, knowing that people would recognize the church architecture and start showing up. On the Digital Continent, 'If you build it, they will come' does not hold true," said Bishop Ronald Herzog of Alexandria, La., in a report from the body's communications committee.

"We digital immigrants need lessons on the digital culture, just as we expect missionaries to learn the cultures of the people they are evangelizing. We have to be enculturated. It's more than just learning how to create a Facebook account."

This is important news in an era in which recent research from the Pew Forum on Religion & Public Life found that the Catholic Church was retaining 68 percent of its members who, as children, were raised in the fold. While the church is making converts, those who have left Catholicism in recent years outnumber those who have joined by nearly a 4-to-1 ratio.

Almost half of those who left Catholicism and did not join another church exited before the age of 18, as did one-third of those who chose to join another church. Another 30 percent of young Catholics left the church by the age of 24. At that point, the departure rate slowed down.

Truth is, it is almost impossible to talk about the lives of teens and young adults without discussion the growing power of their social-media networks. For young people worldwide, social media and their mobile devices have become the "first point of reference" in daily life, warned Herzog.

"The implications of that for a church which is struggling to get those same young people to enter our churches on Sunday are staggering. If the church is not on their mobile device, it doesn't exist."

As recently as a similar report in 2007, it was clear the bishops were hesitant to discuss the digital world because they feared its power when used by the church's critics, said Rocco Palmo, who produces the influential "Whispers in the Loggia" weblog about Catholic news and trends.

The Herzog report was a step forward, primarily because the bishops seem to realize this is a subject that they cannot ignore. That's significant in an era in which many Vatican officials still cling to their fax machines and struggle to keep up with their email. During the recent Baltimore meetings, said Palmo, there were more iPads in the hands of younger bishops "than you would find at your local Apple store."

"In the old days, that stone church on the corner was a sign of the presence of God in your community. Well, that's what a church website is today," he said. If bishops and priests cannot grasp "that one-dimensional reality in our culture, how are they supposed to grasp the two-dimensional, interactive world of social media?"

The theoretical stakes are high, noted Herzog, but it has also become impossible to ignore the raw numbers. For example, if the 500 million active Facebook users became their own nation, it would be the world's third largest – behind China and India.

The bottom line: Catholicism may be "facing as great a challenge as that of the Protestant Reformation," said the bishop.

"Anyone can create a blog. Everyone's opinion is valid. And if a question or contradiction is posted, the digital natives expect a response and something resembling a conversation," said Herzog. "We can choose not to enter into that cultural mindset, but we do so at great peril to the Church's credibility and approachability in the minds of the natives. ...

"This is a new form of pastoral ministry. It may not be the platform we were seeking, but it is an opportunity of such magnitude that we should consider carefully the consequences of disregarding it."