By Jess Ward.
Before you blame social media for rotting the minds of young people everywhere, causing traffic accidents, inciting bizarre and useless flash mobs, and pretty much ruining the future of all mankind, consider the fact that social media is a tool. Its usefulness is completely dependent… on the user.
Let’s start with the basics: Social media is vicarious technology. You get to visually experience what’s happening in your friends’ lives with platforms such as Facebook, Twitter, Vine, and Instagram. It’s rather like a choose-your-own-ending book (remember those?): you create your experience based on who your friends are. It can be positive and personal or just a complete waste of time. Don’t get me started on “twitpics” of people’s lunches. I mean, really?
Social media also has infinite potential to be used as a tool for meaningful communication. When I was interviewing to work here at FBC, one of the search team members asked me what kind of role I thought social media would play in the life of the church. I explained that social media is not a silver bullet, but it’s a free and easy way to turn people’s attention toward what you want them to see: volunteer opportunities, a need for donated books, a not-to-be-missed series on happy marriage.
During my eight-year career as a local TV news producer, social media was one of the quickest and most effective ways to drive the audience to our broadcast. It didn’t subtract any worth from the product, like so many people had feared. Social media was the perfect “teaser” for our content. That’s exactly how I use it here at FBC. I’ll tweet the link to our live webcast along with a sentence like: “you don’t need to get out of bed to be at #FBCRichmond.” (A hashtag, #, is basically used to indicate a thread of related tweets.) On Facebook, you’ll see posts that include upcoming events, the menu for Wednesday night’s dinner, a link to Dr. Somerville’s latest blog post, and our daily devotional. Our social media content is meant to encourage personal interaction with the church and its congregation.
The ultimate goal for the Ministry of Communication is to use Facebook, Twitter, and any future social media to invite people to be part of our community. Just like using a tool. And I’m pretty sure Jesus is okay with tools; He was a carpenter after all.
Jess Ward has served Richmond’s First Baptist Church as Director of Communication since September 2013. She comes from a live, local TV news background and loves all things to do with journalism. Her vision for FBC is to make the worship services easier to access digitally (webcast, broadcasts, podcasts) and most importantly: in person.