Social storytelling

The Very Rev Albert Bogle reflects on digital research projections and social media trends.

CONGREGATIONS who are serious about connecting with their local communities will already be aware of social media as a communication tool.

A well-equipped social media team can create an image of church in the community that is more attractive to seekers than live streaming a service.

While some people believe that the Alpha generation (children born after 2011) will become less interested in digital platforms, craving in-person contact, (which may well be the case), you can be sure that their in-person connections will in some way have been absorbed into digital media and technology. This generation has already become intuitively connected with science and technology, to such an extent that it would be impossible to separate one from the other.

We may worry that digital ministry will run its course, but to do so is to deny the reality of the present and emerging generations. Recent surveys (particularly by the Centre of Digital Theology), undertaken by futurists relating to the shape of the church, estimate that conservatively up to 30 percent of future church activity will be held online, as more and more of our daily routines are becoming internet connected.

If the Church of Scotland wishes to be an influencer on the 30 percent of future seekers and Christians who will, and do connect with faith online, we will be required to invest at every level of our communications. Logic tells us that if 30 percent of our reach is to online we need to invest 30 percent of our ministry costs into this area. We need to invest in a national digital ministry employing industry creatives to work alongside digital missional pioneers.

“ We are living in exciting times as a church. Let us ensure that our local congregations don’t overlook the opportunity to tell the same stories of faith on the internet to people eager for hope in their lives.”

In a news article produced by ‘Social Media Today,’ the writer points out that LinkedIn, a social media platform used by business and professinals to promote good practice, predicts that the skills required for social media marketing professionals in the next five years will undergo a 50 percent changeover. Knowing these changing skillsets will be essential for the digital church.

So what is the key to social media communication today? According to the LinkedIn research, it is creativity, and an aptitude for entertaining video content. These are becoming key strengths in this field. In 2023 it is expected that TikTok’s short-form video and creative storytelling will rise to the top of social media leadership priorities. In the UK, TikTok and YouTube are now becoming more popular than Netflix with people under 35.

All this is good news for the church. The model that the social media platforms are highlighting reflect something of the Jesus model of communication. Jesus told stories that held and entertained people. He creatively used the things people were interested in, on a day to day basis and used these experiences to help his listeners understand forgiveness, justice and their true place in this world and the world to come.

We are living in exciting times as a church. Let us ensure that our local congregations don’t overlook the opportunity to tell the same stories of faith on the internet to people eager for hope in their lives. It is this investment in digital media, storytelling, that may end up more productive than having cameras in the sanctuary. ¤