Diving in to Social Media
Mark 2: 22 “And no one puts new wine into old wineskins; or else the new wine bursts the wineskins, the wine is spilled, and the wineskins are ruined. But new wine must be put into new wineskins.”
Follow me now – and please don’t take this as an exegisis of this Scripture passage. I’m chewing on something and honestly it’s still stirring in me, so you’re reading thoughts in development – kind of like me thinking out loud. If “new wine must be put into new wineskins”, I think new strategies and tools to reach, connect, engage and mobilize people must be employed with new mindsets.
The following is from my friend, Bill Seaver’s, MicroExplosion blog:
[...A lot of companies are considering trying some new marketing approaches these days. They have become enamored or curious about the new social media tools that are widely publicized and are trying to determine how it can work for them. This is a good spot to be in, but I’ve realized something is still missing. What’s missing is the appropriate mindset needed to use the social media tools, techniques, and stategies well. The old mindset won’t work with the new tools. They don’t mix. Seth Godin wrote an entire book about that called Meatball Sundae.
New marketing only works with the new mindset. Simply using the new tools with the old mindset won’t bring about the marketing change you need and want...]
Many of you know that I work with churches, organizations and companies of all kinds. I’m brought in as an innovation consultant and these days almost all want to talk about using new media and social networking tools. What I’ve noticed is that they get excited talking about these new tools and desire to use them, but haven’t had a change in mindset (like Bill said) and thus are striking out.
I’m thinking of 2 cases in particular: One with a well known Christian organization (there’s no need to share their name) that desparately wants to reach the next generation and brought me in to consult on how to use social media/networking to connect with them and the other is with a fitness/health company that I consult on using new media to help get their message out and expand their business.
Both want to tap into the buzz (or what Tony Steward calls “the awesomeness”) – the latest tools and technology. Mind you: this isn’t a bad thing. I do like to keep it in perspective and realize that these are all just tools, but I like that they are wanting to enter this world.
The problem that I see with these 2 organizations (and honestly with a ton of churches, including my own) is that they don’t dive in. They try to dip their toes in the water and hope they catch a fish. A fisherman gets dirty, gets wet and smells. I love to fish (that’s for another blog – Brian Davis and I can bore you with fish tales) – but I know that when I fish, I don’t wear my best clothes and I don’t expect to cast once and catch a bass on the first throw. You have to have patience. You have to be committed. You have to think like a fish.
Some churches I work with don’t “get” Facebook. Most really don’t “get” Twitter. My assessment is that they haven’t been patient enough and don’t live in those worlds. Remember Bill Seaver’s quote: “Simply using the new tools with the old mindset won’t bring about the marketing change you need and want.”
One organization I work with had previously tried using Facebook in a broadcast-type model (we put out some info about our ministry and you come check it out). It didn’t work and they blamed Facebook. I’m now working with them on how to engage people on Facebook and tools like that. You don’t just put it out and say “Come get”.
Weekly I meet with Paul Watson, a digital missionary. We challenge, stretch, encourage and learn from one another. We have a weekly Bible study/discipleship time that always ends in him sharing his learnings as a full-time digital missionary – one who lives in online community and engages people in virtual environments (this is his full-time job). He’s fascinating and teaching me a ton.
Again, I’m processing a lot of this out loud and expressing things that have been rolling around in my head, but I think I’m speaking to somebody. Maybe you gave Facebook, Ning, Twitter or something like that “a try” and it didn’t meet your expectations. Maybe you, your church or organization is in research and development mode. Maybe you’re in experiment mode. Maybe you’re testing the waters, but haven’t fully dove in.
My prayer, heart’s desire and encouragement/challenge to you is to WRESTLE with Bill Seaver’s quote: “Simply using the new tools with the old mindset won’t bring about the marketing change you need and want.”
Friends, let’s discuss this out loud (or via comments). Does this hit home with anyone? Does this resonate, scare or encourage anyone? Are you committed to getting dirty, wet and smelly to reach fish?
January 13th, 2009 at 3:05 am
Greg, you got it! I'm glad my post connected with what you're seeing out there as well. Facebook, in particular, is one of the things I'm learning people have tried first and have not succeeded with because they weren't prepared for the time or engagement it takes to do Facebook well…not to mention the mindset issue. Social media strategies are no more magic than a single run when you're training for a marathon. Every run builds upon itself, and collectively, they prepare you for the race.
January 13th, 2009 at 3:07 am
Greg, love this post. We are walking through 40 days of purpose as a body at my church right now and I think God is leading me to be the "digital disciple" for our body as well as beyond. Just trying to figure out what that "looks like" for us. I think you make some great points and you are definitely talking to me! Hopefully next time you pass through ATL I will have a clearer picture to share.
January 13th, 2009 at 3:32 am
Cool, Daryl – awesome to hear. Be a digital disciple and dive all in. You have to see that as a real and valid world and then dedicate yourself to reaching it.
January 13th, 2009 at 3:30 am
Thanks, Bill. You're quote/post really hit the nail on the head. Thanks for your work.
January 13th, 2009 at 3:54 am
I would add another element-work. Sometimes companies/churches/ministry subversively "look-down" on social media as not "real" work. Therefore they are not willing to allocate the necessary time and resources to build a social community. How do we help them see social media like planting a garden
January 13th, 2009 at 4:20 am
I would agree, I think one of the initial challenges is to come up with tangible benefits to using these tools for people who dont "get it" or maybe to show them what others are doing with these tools.
January 13th, 2009 at 5:08 am
Good word, Chris. I tell people about Paul being a full-time "digital missionary" and they do chuckle. There's a big change going on right now. We're a part of this great time in history.
January 13th, 2009 at 10:35 am
[...] people away. You just don’t feel like it. – Seth Godin Question: How Do You Feel Today? Diving in to Social Media – gregatkinson.com 01/13/2009 Mark 2: 22 “And no one puts new wine into old wineskins; or else [...]
January 14th, 2009 at 1:00 am
McLuhan was another thinker who said we tend to use new media in old ways. He gives the example of how, in the early days of TV, reporters read transcripts to the camera as if they were still on radio. It wasn't until the TV was better understood as an entertainment medium, that they saw the need to visually entertain the audience.
However, when Christians use the TV, they have to both work through it and against its inherent bent toward entertainment, since Christianity is concerned with more than mere entertainment. With social media, the trick will be to figure out what the essence of each new tech/culture is, and then how to both work against it and through it at the same time.
January 14th, 2009 at 1:05 am
John, that's deep – "the trick will be to figure out what the essence of each new tech/culture is, and then how to both work against it and through it at the same time." – Good stuff.
January 14th, 2009 at 1:39 am
Greg, good post. I agree…in fhat we tend to dress up things with the new, but deep inside nothing has changed at all. We do have to be in it for the long haul. I didn't get Facebook when all my students were on it…it took me some time and convincing, and just living in their world, and then just one day it clicked…and with that my whole understanding of ministry praxis started to shift and is a continuous process as I speak.
Rhett
January 14th, 2009 at 3:50 am
That's it! We DO have to be in it for the long haul.
January 14th, 2009 at 2:18 am
Greg, thanks for your post. I think about organizations that stick their toe in the water with other tools. If you purchase just one 30 second commercial on TV and radio that airs at 2 am, don't be surprised that people aren't flocking to your door. You wouldn't blame the tool, rather you would question how the tool was being utilized. If organizations are going to use these new social media tools, they really need to invest the time and energy in it. Thanks for the discussion.
January 14th, 2009 at 3:51 am
Wow, Sunny – you just preached. "30 second commercial…2am…wouldn't blame the tool…" – wow. Great thoughts.
January 14th, 2009 at 3:05 am
One thing I am just getting and acting on is this concept of the new wine in new wineskins. I agree with the thought. We setup an Internet Campus with much of the old mindset translated to the internet. I did learn a lot, and it gave me the opportunity to live in and with these online tools and communities. Now we are changing our mindset. Using the tools in the way they were built for the purpose of the church. I think we see much more success as we rethink our mindset in these spaces. The one difference of Internet to our old media outlets is that it represents two way communication. Consumers now are producers, and they want to be. The question we ask is: How can we facilitate the church and allow the people to own the movement? Online they want to have a voice. They want to be a part of the conversation. How can we facilitate it online? The cool thing is this is similar to a question the church has always had
January 14th, 2009 at 3:27 am
“The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency. The second is that automation applied to an inefficient operation will magnify the inefficiency.” Bill Gates
January 14th, 2009 at 3:54 am
Brandon, Scott, John – wow. Loving the conversation. Great, great thoughts!
January 14th, 2009 at 4:06 am
This is exactly why we will see a church first start as an internet campus/church and then move into a physical building or buildings. It will be interesting to see who does it first successfully and what it looks like.
January 14th, 2009 at 4:38 am
greg – i'm so thankful for the conversation here. i think we're at another milestone not dissimilar to gutenberg's printing press making bibles available to the general population. the revolution that social media will have on communication of the Truth is already HUGE.
there's a lot to say about the new mindset we need to have. renewing the mind is how paul taught us we'd be transformed. i think it is important that we remember that we probably need to expect to continually get a new mindset. simply adjusting this time around isn't going to cut it three years from now.
no, i think our formula for successfully reaching the world with the Truth has to have one CONSTANT (the message of the cross), and the rest must be an ever-expanding array of variables (methodology, mindsets, and movement).
great provoking conversation here, greg.
January 14th, 2009 at 12:15 pm
Greg, Thank you for the post – you "out loud thinking" is well written and is educating me to how to best use these tools as i research and dive in – We are struggling on various fronts as to how to proceed – this post is encouraging that prayer, patience, time and effort with thinking outside the traditional box are worth trying. God bless and thank your for you thoughts.
January 14th, 2009 at 1:03 am
Thanks for your encouragement,. Duncan. Let me know how I can help. Glad you guys are diving in!
January 14th, 2009 at 12:45 pm
I love this post. This is right up my neck of the woods. I would love to find a church to work in that is willing to go all in in the social media realm. Twitter and Facebook are such powerful tools that people don't use either because they need to be taught how to use them or they don't really see the value.
January 14th, 2009 at 1:07 am
John, your statement "I would love to find a church to work in that is willing to go all in in the social media realm" is where a TON of people are at right now. We are truly at a historic time and seeing a new change on the horizon. I think all pastors, ministers/church staff will need to be fluid and fluent in the social media realm in the next year.
March 5th, 2009 at 6:38 pm
thanks !! very helpful post!