Around the place there is a lot of discussion about using Facebook and other online social networking systems in the life of the church community.

Why use Facebook?

There is a lot to be said for being cautious in how we adopt new technology ? Facebook is not an exception here. We do have to be careful that we don?t simply adopt technology for technology?s sake. That being said, I believe Facebook (along with other various Web2.0 tools) have something to offer. I have found that Facebook is a tool that can enable people to maintain and support relationships within their local broader social networks.

Our lifestyle patterns in our western society are very different to the patterns of less than forty years ago. This has been influenced by the change in the way we work, the social security systems, the way in which our homes and cities are built, the transport systems, and the mobility of the people in terms of where they live (and who they live with).  The upshot is that we don?t live in little villages anymore. We don?t live in close communities of proximity. We no longer tend to work, rest and play in places where we are likely to bump into people from church or other networks like while doing the weekly grocery shop (if you still do that). This means the informal meet ups in which the church community used to share stuff about what was happening no longer happen. Our means of maintain social support systems have started to break down ? if they haven?t already. People are becoming more isolated. Our rhythm cycles no longer align with everyone we used to connect with.

This is a sad reality ? but it is unlikely that we are going to get back to living village lifestyles any time soon. So we need to work out new ways of building and maintaining our social proximity.

I have found that the use of tools like Facebook help to reconnect people to a different way of being in proximity ? granted it is not the same as a face to face. So we ought to get together when we can. But, the social networking tools enable us to connect with people informally and regularly in a way that fits around our lifestyle rhythm.

Who uses Facebook?

Well this is open to debate ? the anecdotal evidence is that the younger the person is the more likely. So when you first approach the concept of using the tool you need to recognise that not everyone in your local church community is likely to be using Facebook. And, don?t expect a persons demographic to determine if they are likely to use it or not ? just like with email.

Although, if you are going to encourage people to use tools like Facebook then I would strongly suggest that you run courses for people to help them deal with (a) how to use it and (b) how to protect themselves from fraud, identity theft and other nasties.

What about the digital divide?

For a community to be open and inclusive it clearly cannot use technology that removes the capacity of members of their community to participate. This is something you have to think about the implications of using the technology? are there people in your community who cannot afford or simply can?t use it? You need to either find alternate solutions to help them participate or don?t use it.

While there is a justice issue here? a significant point to raise here is that it is pretty dumb to reduce your options for your community to a option for getting together. This is the case in the ?real? and ?virtual? worlds. (I?ll be blunt here? running a worship gathering on Sunday morning with no other means of connection with the community is just as dumb as only using Facebook to get together.)

Anyhow?

Chris Forbes of Ministry Marketing Coach has written a digital text called Facebook for Pastors which is available for free download.  In the book he praises Facebook as the latest and greatest means of evangelism, getting the Gospel out on the street, making friends so that you can lead them to Christ.

Let me make it clear that I don?t really like the concept that we ought to be marketing the church per se. I especially don?t like the idea of making friends with people as a means to conversion.

Facebook is a commercial product which is designed to create a database that allows paying advertisers to put adverts on the screen to a particular demographic the advertiser wishes to flog their product.

As such, always looking for a possible way of reaching the masses some people have suggested that it would be good for the church (and agencies) to buy advertising space within Facebook that targets a particular demographic is a good idea.

Some people have suggested that I am not completely sold on the concept ? but I am open to a conversation about this. Yes, the cost is remarkably cheap, and you can target your advertising to a particular market segment.

That being said, in terms of marketing, sometimes the church community does stuff that it is good for people to find out about. I wouldn?t advertise the regular Sunday morning gathering nor the podcast of the sermon ? to my mind that would be completely missing the point. Perhaps if you were running a special community event ? say a fund raiser for the local public school or a carols by candlelight in the local park.