I’m amazed at the number of churches that still view the web as primarily an advertising mechanism to let people know who they are and what they’re doing. Go ahead. Visit several church websites. Really doesn’t even matter what size the church is. With few exceptions, you’ll find their web strategy is essentially a bullhorn approach. The church is standing on a streetcorner of the web yelling at the people passing by:
- “Come to our services on Sunday!”
- “Let me tell you about our men’s ministry!”
- “Join us for the golf tournament or fishing derby!”
- “Serve on one of our ministry teams!”
- “Give money to our church!”
- “Here’s what we believe!”
It’s a one-sided relationship. The church views the web as a place to promote their agenda. No interaction with the audience. No stories of life change. No solutions to help people experience community or discipleship online. At best, you may be able to watch a video of a service, but you certainly won’t have the opportunity to engage a conversation with others about what you’re watching.
“Churches still view the web as primarily an advertising mechanism. No interaction with the audience.”
We can’t really fault the church too much for this mindset. The web is media. Media is for advertising. That’s how it’s been for more than 50 years. Only, no longer are churches relying solely on radio, TV or print for this.
It was natural then for churches to first view the web as just a more efficient way to market themselves.
Innovating churches, that are building powerful interactive platforms, i.e. Church Online and Internet Campus, are changing that. Digital Missions still has a long ways to go, but I’m encouraged. LifeChurch.tv, North Point Online and others are showing what is possible.
One great need is for “education.” From what I’ve heard, you’re one of the best teachers out there addressing these issues.
May your tribe increase.