Seth Godin answers his own question:
What is the reason social media is so difficult for most organizations? It’s a process and not an event. Events are easier to manage, pay for and get excited about. Processes build results for the long haul. link
Why do pastors and other church leaders need a social media presence?
- The world is full of fakes. Because of the public sin of so many who lead large ministries, there is a general suspicion of all people in church leadership.
- The people in your congregation want to know if you are a fake. They show up, so on some level they believe in you. They are watching your life to validate what you say.
- The people in your community already think you are a fake. You need to prove them wrong.
If you need a biblical justification for investing your time and energy in social media, look no further than the incarnation of Jesus. John 1:14 says, “He came and dwelt among the people.” The way church is run today… pastors do not dwell among the people. They dwell among their flock and their offices. (2-3% of the population of your community is hardly “the people.”) Look at the example of all of the Apostles in the New Testament. They all dwelt among the people. Most of them worked vocationally in the cities they ministered in.
A public presence, 1 hour per week, preaching in front of an audience, is simply not enough of a presence to know if you are fake or not. The fact is, if that’s all people see of you than they know you must be fake.