Making religion more social

Dr. Anderson Uvie-Emegbo
| credits: File copy

At the 2013 Social Media Week in Lagos held in February, two churches separately hosted two well-attended events tagged, “Borderless – A Case Study of the Church and Social Media” and “Christians and the Effective Use of Social Media.”

What has a religious organisation got to do with social media? One might be tempted to ask. I daresay that they have absolutely everything to do with social media.

Throughout the ages, religion has used available forms of media and platforms to connect with its adherents. Religious organisations recognise that there are many “wolves among its sheep” and like “good shepherds” strive to stay relevant in the lives of their congregation.

But how do such bodies stay relevant when its members are only physically present in its places of worship for only a few hours weekly? What happens to their spiritual growth at those other times? Whose voice/gospel do they listen to/watch on social networks? Whose counsel are they freely receiving?

How do religious organisations stay relevant in the lives of its members who everyday are bombarded by unending misery, pain, loss, poverty, sickness, delay, lack, and depression?

Is it right to tell the unemployed that “it is well with you today” when we know that s/he lacks the required skills and competencies needed in a typical workplace?

How much effort does your place of worship put into communicating with you beyond invitations to attend services and programmes?

Is your place of worship a connected society? What percentage of your congregation are members of your social media community? Are there any incentives to motivate them to join your online community?

A number of religious organisations have some commendable digital footprints    – interactive websites, live streaming of programmes, mobile apps, ring tones/caller tunes, ability to make donations online, online store, etc.

However, a review of the social media presence of most religious organisations shows that just a paltry number are using social media formally. While some large religious organisations and their charismatic leaders have a presence on social media, many of these are not viable.

A review of the posts/tweets of most of those who have a presence reveals a distinct lack of an engagement strategy       – it is mostly a one-way traffic.

A few weeks ago, a pastor wanted me to tell him “how to grow his congregation using social media.”

Here are some of things I shared with him:

Define your audience

If your congregation is not young at heart and already on social media, you might be better off connecting with them using the type of media and channels that works for them. Social media in its extreme sense is definitely not for everyone.

Decide your goals

Beyond raising funds online, one needs to create social media goals that align with the ministry’s strategic thrust. Do you want to build a congregation that is productive in their businesses or places of work? If the answer is yes, you can use social media to engage your congregation around issues that move them towards the accomplishment of their career/business objectives.

Do you want your congregation to come to the ministry for counselling when they face life’s pressures? If yes, why not activate an online counselling service that is integrated with the counseling department. Those needing counselling may be asked to complete an online booking form, which can be pre-assessed.

The counseling team can agree a date and time with the persons. Counselling can then be offered physically, via web chat, through voice call, video call or through one of the several mobile messaging services (WhatsApp, BBM, Viber, etc).

De-emphasise marketing, emphasise servant leadership

Truth be told, it is now a rarity to find a serious ministry whose website does not allow online donations. Beyond acting as marketing channels, online platforms can be used to raise the spirits and hearts of the people. “We should first touch a person’s heart before we ask for their hands.”  Who is paying attention to the needs of the congregation?”

If religious organisations wish to succeed in using social media as effective outreach tools, they must move towards a “congregation first model” and not a “leader only model”. Pursuing the later would reduce the brand to one that seems self-seeking and out of touch with the realities of life. Don’t add to the noise on social media. Stand Up, Speak up, Stand Out! Your people are waiting!

Develop and redesign your channels

A look at the contact form of some of these ministries leaves much to be desired. In the absence of an online counselling form, it would be great if the fields in the contact form reflect the various reasons why people might want to contact the ministry. In their current form, the web teams of many ministries must be having a Herculean task manually sieving through numerous emails that focus on different subject areas. Such things can be automated.

Develop your team

You need an empowered and energised digital media team. Together with the publications, media, counselling and pastoral teams, they need to upscale their knowledge and use of social media.  We might not be able to pray away social media. In fact, while prayers and sermons were on, some members of the congregation  were busy sharing the tit bits on social media sites as if they were on paid duty. Maybe these fellows have found their calling at last. Enlisting them into the “internal digital influencer network” of the ministry might be worth considering.

Deliver the promise

While many are waiting to go to heaven, they still have to contend with the everyday challenges of life. Many look up to their ministries for succour, strength, support and sometimes financial assistance.

A connected ministry seeks to position its members and provide tangible support mechanisms that improve their career and business. They create intervention programmes that address the holistic needs of their members – for instance run empowerment and educational initiatives either partly or fully online.

Concluding, “if it is well with the congregation, it would be well with the ministry”. Let s/he that has ears.