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.

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