Ready for Facebook?
CAMBRIDGE, ON—Jason Dykstra is no stranger to social media. An experienced mediator and principal associate with Associates Resourcing the Church (ARC) Ministries, he regularly interacts with people on Facebook, Twitter, and LinkedIn—hundreds of them. While he sees the potential for social media to help churches take their ministry to a whole new level, he also thinks the decision to go online is not one churches should take lightly.
Facebook is an online platform that enables individuals and groups to create profiles and then post updates about what they are doing and thinking using words, photos, and videos. People build a community by choosing who they want to be "friends" with.
"It's a whole new way to connect with your congregation," says Dykstra. Before a church launches a Facebook page, he advises having a discussion "at the leadership level" to determine why they want to use social media and what their goals are for the page.
"Is it to connect with the congregation?" he asks. "To listen? To build community with nonbelievers? To increase membership or giving?"
While churches can use Facebook to broadcast sermons, announce events, and share information, Dykstra says one of the best ways churches can use social media is as a listening tool.
"It makes it so much easier for [church staff] to find a pulse on what is happening with those who attend their churches and about what is happening in today's world," he says.
The popular social media site can also help pastors and leaders get to know more of their people in less time. In a church he belonged to, Dykstra recalls a new pastor acquainting himself with the 300 or so members by taking as many of them out for coffee as possible. The sign-up list to arrange the meetings spanned a few months.
Dykstra observes that in much less time a pastor could be friends with several people from his or her congregation on Facebook and at a glance see what is going on in their personal lives. With this information, pastors can interact knowledgeably on Sundays and choose meaningful sermon topics.
Dykstra also suggests that before launching a Facebook page, church leadership discusses how conflict on the site will be addressed.
"Where there is communication, there is conflict," Dykstra says. Social media creates a greater potential for "parking lot conversations" or gossip to happen online, he adds.
Church leadership also need to keep in mind that interacting online is not the same as relating face-to-face. "You lose the non-verbal communication. It's harder to see the tone behind something and you lose that sense of touch."
But if handled properly a church's Facebook presence can actually help break down cliques, welcome non-members and start broader discussions. "It is a good way to help members—and even nonbelievers—with their walk toward God."
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