Exploring God Through Old Media, Social Media and Content Marketing

Questions about the impact of social media on religion are as old as social media — although certainly not as old as religion.

Many other bloggers and journalists have opined on the topic, books have been written about it, and a Google Scholar search turns up more than a million results.

There are the major players like the Pope who’s “Selfie Blows Up Twitter,” the grassroots themes of sunrises and sunsets inspiring digital adoration of God as artist, and even the leaders of The Church of Jesus Christ of Latter-day Saints recently announced that missionaries will do less door-to-door proselytizing, and instead, use the Internet to recruit new church members.a billboard in Austin, TX, with #ExploreGod on it

But much closer to my home, I’ve been watching with great interest as billboards began popping up all over Austin with simply “#ExploreGod” on them. I only wondered a short time what it was all about before I heard at my church that we were joining more than 300 other churches in Central Texas, from at least 12 different denominations, in a four-month campaign to invite people to investigate questions about God in a non-threatening way.

It was evident that social media was part of this campaign when billboards sporting hashtags popped up, but ExploreGod pulled off a truly integrated marketing campaign with their website, out of home advertising, online video, DVDs, Twitter, Facebook, Pinterest, Google+, Instagram, livestreaming broadcasts of Q&A forums, daily messages that could be delivered to your inbox or cell phone, and… of course, the powerful word of mouth from the pulpit with a sermon series on seven common questions about God and faith. Talk about your content creation!

My own weekly Bible study group made up of members from two different non-denominational Christian churches, and one mostly agnostic skeptic that likes to play devil’s advocate, has been using the DVDs and study guide.  Last week’s question of “Is Christianity Too Narrow?” was one of my favorites so far.

The well-produced videos have sparked good conversation, although our agnostic hasn’t really changed his stance. But, I don’t think the goal was really conversion, so much as encouraging conversation.

Too many people proclaiming their Christianity today are doing a lot of talking about what they think God wants people to do and believe, but they’re doing little listening and showing little grace, and this creates an environment where other Christians fear conversation about their beliefs will alienate or offend. So ExploreGod says, “If our work here can start a good conversation and give you something valuable to think about in your own life, then we’ve done what we’ve set out to do.”

For that I applaud them. And as a communicator, I admire them for their ability to create such expansive content, leveraging just about every modern marketing tool plus the old reliable ones, and to bring together hundreds of different congregations in support of it.

Surprisingly, the church with the Instagraming Pontiff was not one of them.

Is There a Social Operations Manager in the House?

This is one of those posts where I feel compelled to remind any readers that these thoughts are my own and not my employer’s. Not because I’m saying anything bad, just because I’m expressing a personal opinion on a topic that I don’t think anyone’s got a perfect answer for yet.

It started when I finally got around to reading Olivier Blanchard’s post “Social Business vs. Social Marketing: Understanding the fight over ‘content’.”  It’s been one of those open tabs in my browser that I keep meaning to spend time with, but keep pushing aside. I encourage you to check it out because it’s great food for thought on the topic of content marketing; but, this image in the post took my mind into another direction:

How an organization as a whole should see social media

I agree with the thought that social media should be integrated and leveraged where appropriate to improve all parts of the business. The challenge, however, is in the implementation.

What I mean is, what happens when each of those old white men around the table in the picture tells their team to go “get some of that social media” and their only guide is all the marketing and communications “gurus” out there printing books on how businesses should use social media?

Each one sets out to do the same thing, just for their own little piece of the organization, rather than really examining all the options. It’s not really their fault. The task has probably been handed to someone who really knows their piece of the business, but is now being asked by their manager to tie it to a new shiny object with which they have little experience.

That’s how you end up with stats like those in this Burson-Marsteller report – An increase from 4.2 to 5.8 Twitter accounts per company. A doubling of the average number of Facebook pages per company. A 69 percent increase in YouTube channels per company globally.

This leaves the customer wondering which one they should connect with and sets the organization up for duplication of effort which could translate into overwhelming the very people with which they want to connect.

Think corporate phone tree systems are a nightmare? What if all those options you can press were calling you instead of you choosing them?