What’s remarkable to me in Mathew 4:18-19, besides the fact that the God of the universe is talking to mere fisherman, is the fact that he is speaking to them in terms they understand. He is speaking to them as fishermen. He is calling them to him using their language.

There seems to be a divide in the way churches look at social media. Some seem to think it’s a fad and that “real” authentic face to face conversation will win in the end, while others have jumped on the social media ship but are barely tapping it’s possibilities.

Social media is not a fad. It is here to stay. Yes, it will change over time. Tomorrow a new platform may pop up and make Facebook a relic, Snapchat may be more popular then Periscope and a week later the pendulum swings to Instagram or Ello. But it is not going to go away.

Just as Christ spoke to Peter and Andrew in language and metaphors that they could understand, we should be reaching out to our world in their language. We should not expect them to learn our language before joining our communities. It is the church’s job to go where the people are.

Social media is not a replacement for community and conversation. Rather, it is a tool to deepen those connections. It is another window into each other’s lives by which we are permitted and welcomed to connect. People have always and will always search for connection. For many years the church has fulfilled that need and continues to do so. But if we miss out on this important tool then we are missing out on the opportunity to connect more fully, to connect across the distances, to stay connected, and to reach more people. When we let go of the opportunity to communicate and build community in the way those we want to reach are saying they want to do community, then we become obsolete.

Our world is shrinking. Our neighbors are people who ten years ago we did not have access to. Now we do! (Read More: Like A Good Neighbor)

I’ve been reading A World Gone Social: How Companies Must Adapt to Survive by Ted Coine and Mark Babbitt. They discuss the death of large and the rise of small. Social media allows us to enter into a niche, to reach out to experts we never would have had the opportunity to do so with, and to learn more about those around us. It speaks of a shift in the way our world is doing business. It has nothing to do with church and yet it has everything to do with the world we are trying to reach and is well worth the church’s attention.

My Facebook wall is filled with complaints of fog machines and productions on Sunday mornings and it is filled with people crying out for real connections. Social Media allows the large church to connect to individuals on an intimate level. Social Media allows the small church to connect with a larger audience. Size is no longer about the number who show up on Sunday morning. But we have to use the tools we’ve been given.

Social Media is not just a tool for growth. Yes, it has the potential to bring more people into your buildings but it has an even greater potential then filling the pews. It has the potential to reach people where they are when they are. The mother who hasn’t left the side of her sick child can join a Facebook Bible Study Chat, the elderly who can’t drive at night can Google Chat or FaceTime in, the soldier on the other side of the world can watch his child’s Christmas concert on YouTube, the troubled teen can cry out for help on twitter and be heard.

If you’re not sure how to use Social Media effectively I’m fairly confident there is someone in your church who does. Ask someone in the 13 to 30 age range for lessons, or better yet have them set up your accounts and start sharing things about your church.

Here are a few ideas to get you started:

Instagram: Share pictures of your staff behind the scenes, the praise and worship team practicing, the men and women preparing food for a special dinner in the kitchen, the children’s crafts. Use hashtags at the end of your descriptions.

Facebook: Start Bible Study or Book Club closed groups, start a prayer chain group (make sure it is set to secret for privacy), create events that allow your members to invite others, make sure to follow and comment on the lives of your church members. Soon conversation will just naturally happen.

Twitter: encourage the congregation to tweet out quotes from the sermon during the sermon (don’t tell them to put their phones up instead encourage them to keep them out), create a church hashtag so that you can go after the sermons and retweet and respond to the tweets sent out, ask for follow up questions on Bible Studies and Sermons via twitter. Not everyone has the time or the courage to ask face to face on a Sunday. Tweeting a question ensures that it is asked. Make sure to follow up.

These are just a few ideas to get you started. If you’re new to Social Media don’t jump in to all of them at once. Pick one and learn it well. Rely on others to help you. People want to connect. Let them.

Eccelsia reformata, semper reformanda secundum verbum Dei. - The church reformed, and always being reformed according to the Word of God. My church, First Presbyterian of El Paso TX, is in the midst of celebrating the reformers of our faith. To learn more about the Reformers you can follow the sermon series Reformation 2015 and find out more about our upcoming Reformation Fair and how we celebrate change.

Social Media is just one more change in an ever changing world. The disciples used the technology of their time (Roman Roads, trade routes, ships, tent making, etc.) to spread the good news of God. God’s Word is timeless and relevant for every day- yesterday, today and tomorrow. If we truly believe this then the tools at hand should not scare us. They should challenge us and be an invitation to do community well.

How is your church using Social Media to build community? Share with us in the comments below.