The answers, it seems to me, are “Yes” and “It Depends.”
First of all, Facebook does hit our demographic sweet spot. The typical new Facebook user is a middle-aged female. You shouldn’t view Facebook as a
tool for reaching younger prospects.
Same with Twitter. Teens won’t touch either tool. They text.
Second, as a tool, Facebook has decent technology for creating discussions, but after six months of sponsoring two groups and belonging to three,
I am unimpressed by the results.
The most consistent Facebook users are people who enjoy telling about their daily happenings. I see little evidence that Facebook groups yield much consistent discussion. When people try to start a discussion, response seems minimal, slow, and sporadic.
If you want to get constituents talking, you might do better to provide free doughnuts at the coffee hour and start a Wednesday supper, as well as encourage small groups.
As an Internet tool, Facebook does reach people who won’t come to Sunday service. Be prepared, however, to devote a lot of time to starting a discussion thread and keeping it going, and keeping flamers in line.
Twitter’s main use is to enable people to “follow” you. As a church leader, this could be valuable. If you can handle a high degree of transparency and visibility, you can invite people to receive brief reports on your activities — “Took a risk in my sermon today. Seemed to go well.” — and over time, they can see how you think and how your activities and faith interrelate.
Be clear, however, about the medium: you are broadcasting widely. Don’t assume any level of confidentiality or perspective.
My hunch is that the best uses of social networking tools are still being discovered. For that reason, I encourage you to get in the game, learn how the tools work, keep expectations low, and see what uses develop.
TOM EHRICH is a writer, church consultant, and Episcopal priest based in New York. He is the publisher of On a Journey, and the founder of the Church Wellness Project www.churchwellness.com.
