Many pastors are struggling with social media and communication technology, because they aren’t sure where to start.

At staff meetings, they hear talk of Twitter connections and chatter about family experiences shared on Facebook.

They are constantly asked, “Do you tweet?”

The communications team creates a Facebook page for attenders to comment on a sermon series. For the first time ‘social media’ works its way into a message.

They know about Google and Skype and blogs and YouTube. Video has become an integral part of the worship experience.

Then there are the outreach technologies and platforms. Church online, the internet campus, live streaming worship experiences, and podcasting. All this and church management systems that now have communication applications, some merging with private social networking services.

The use of social media and communication technology has exploded in the last five years.

Big challenge

The big challenge pastors face is deciding if communication technology is about winning souls or doing church things?

The IT side sees the technology piece, the components, systems, process, and capabilities. Communications sees marketing, brand, public relations and internal/external messaging.

The webcasting and social world is about “engagement.”

It’s possible to touch the soul of a complete stranger with a spirit-filled message via video or audio streaming. Then talk with her, or answer her questions on Twitter, Facebook or through live chat.

Social media is about making a connection and establishing friendship. Ultimately online channels can be created for making fully devoted followers of Jesus Christ.

It’s a shock to pastors when they realize that online engagement – really talking with people and having them talk back – can lead people to the Cross.

Technology to them was initially about software systems, back-office and business operations. It grew into advanced multi-media and digital resources – audio, video, lighting and projection.

Now we have all these diverse digital communication platforms made possible by the internet and social media.

Just thinking about it all is a struggle. So it’s hard to imagine how learning, using, or administering new media could fit into a pastors schedule already thin on margin.

How long would it take to master anyway?

Big  job

Malcom Gladwell talks about the “10,000-Hour Rule,” claiming that the key to success in any field is a matter of practicing a specific task for 10,000 hours. So, if the working year is 2,000 hours and you practice something full-time for five years, you should be able to master it. Playing a musical instrument. Writing. Golf. Shooting a basketball. Running a church. Five years in a row, you should be an expert.

So now you have to take your church and bring it into the digital age. Incorporate complex broadcast technologies. Make everything social. Establish a cohesive hole out of the disparate parts. Is that going to take 10,000 hours? Who is responsible for doing that? The pastor? The board? Will it be the communications or media person? A new digital pastor that God calls to do it?

There is even talk of technology facilitating the completion of the Great Commission. Winning souls is the absolute heart of God. Every pastor is interested in that. But is new media really that powerful. Is it part of God’s plan?

Staff points in one direction. Peers are all over the map. The board, and perhaps the pastor himself, asks what new media has to do with pastoral responsibilities, beginning with the primary calling to preach and teach the Word and to win souls.

It’s a challenge.

Seek first his kingdom and his righteousness, and all these things will be given to you as well. Matthew 6:33

Big decision

There is no one best way to do it. No formula. Some pastors and churches are doing innovative things, but they’re still learning and growing. The “experts” at the giant web companies say they know what’s best, but do the really know what’s best for the gospel? I doubt it.

Pastors are left with knowing they need to do something but they aren’t sure what, exactly.

So the big question pastors should ask is this: Is new media technology about winning souls, or is it about doing things? Or is it neither of those and something else entirely?

Once they seek God and make that decision, they can find focus and clarity. That’s a challenge for every pastor in the world.