From Social Media to Social Ministry: A Guide to DigitalDiscipleship By Nona Jones ©2020 Zondervan Press 176 pages.
When it comes to being a hybrid church or finding new ways to be church in an online world we have to move beyond Sunday morning. Much of the time we stop there, thinking streaming worship is enough. But if we are considering how these tools might support, for example, a church who has trouble convincing a clergy person to move to town or can not afford full-time ministry, we have to ask how the rest of the work of the community can be fed/supported/nurtured online. So I was really looking forward to this book that promised to move beyond the live stream.
I was somewhat disappointed, more on that later.
In this short little volume Jones pushes the reader to see Social Media in ways beyond merely another advertising tool to get people to attend in-person events/activities. She reminds us that community can be built online as well. It won’t be the same but it is real. This is something many of us struggled with during the early stages of Covid-19 as we were barred from gathering in-person. How could we be a community without being together in the same space?
In the post-lockdown world the question still lingers. Jones would likely point out that some had started to embrace that question long before March 2020. For a variety of reasons there are some people who prefer (or are only able) to join a community in virtual/online space. How can we make that a full experience of community? I note that she also works (or worked not sure of timelime) for Facebook and much of the book is explicitly talking about how to use Facebook for social ministry. It started to feel a bit like an ad for Facebook at times. This was one of the disappointments.
Disappointing as it might have been, I think Jones raises several good points about what is needed to create a true ministry presence online. I think she is right about the limitations of many platforms to create a safe place for building community and relationships. I am less certain that Facebook is as good for it as she claims (and am relatively certain it might be getting worse as AI slop invades the atmosphere). It is a real challenge to see Social Media as something other than an advertising tool.
The other disappointment I had in the book was that it was treating the online space as creating a separate campus for a church, in the same way that a large church might set up a second (or third or fourth) physical location. With this approach the online church starts to need a whole staffing/support structure that many churches can not (or will choose not to) provide. A small church with one (or no) pastor or staff that wants to create an online side to the community will not be able to designate a pastor for that part of the community. Much of the discussion of how to move from social media to social ministry seemed to assume a much larger church structure than many readers would have.
Still I want to know how we use online tools to build a community, either as a stand-alone or more likely as an adjunct part of the in-person community. How can we use online tools (be that Facebook pages and groups, Zoom, Instagram, or...) to facilitate community building, spiritual growth, Christian Education, stewardship/opportunities to serve as well as Sunday worship? How can online ministry help the church that has no pastor, or the one who only has a pastor onsite half-time? This book raised good issues and questions. It is sorting out those learnings from the sales pitch on one (plausibly one very good) answer that is the challenge I need to meditate on some more.
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