The Social Media Gospel: Sharing the Good News in New Ways

by Meredith Gould

If you are responsible for managing digital communications in your parish, staying current with trends in the rapidly changing world of social media can seem like an overwhelming task. Which social medium platforms make sense for your church community? How can you make them an effective tool for ministry?

As a veteran social media expert, author, and sociologist, Meredith Gould has helped answer these questions and more in her best-selling book The Social Media Gospel. In this second edition, Gould provides an easy-to-understand, step-by-step guide to digital ministry for those wishing to embrace new technologies to build community and deepen faith. In this expanded edition, Gould delivers new content with humor, helpful tips, and counsel anchored in practical experience. She focuses on key topics for effective church communication, including:

• Building and ministering to online communities
• Privacy and self-disclosure in the digital age
• Integrating communications across digital platforms
• Managing and monitoring social media
• Faith storytelling with visual social media
• Hashtag development and live-tweeting

Genres: Nonfiction, Theology, Social Media, Christianity, Religion, Church, Spirituality

152 pages, Paperback

Published June 26, 2013

About the author

I'm a sociologist, culture critic, longtime spiritual seeker, and award-winning author of 11 published books with one always in the works. I write about what I've studied, experienced, and personally need to understand in more depth; sowing seeds for the next book in the fertile ground of the one I'm currently writing.

BIG GOALS: making complex concepts easier to understand; encouraging readers to think a bit differently about, oh, everything; and providing actionable tips to build community and enhance spiritual life--while getting readers to laugh-snort at least once while reading. Reader email always welcomed, as are positive (and kind) reviews.

Day job? Consultant since 1989, providing digital communications services as well as crisis communications counsel to local churches and judicatories across denominations. I also serve the healthcare industry.

Reviews

[Sue · Rating 5 out of 5]

This book is a must-read for anyone who is trying to figure out how social media can be used to share the gospel in the 21st century. The author includes some great charts to help readers understand how social media has emerged and how different generations make use of it.

[Luke · Rating 5 out of 5]

For those of us uncertain about what we should do, why we should do it or what we can do with social media, this is a wonderful and encouraging guide. For those who have made fledgling steps into social media, this helps understand why we are doing it and how we can do it more effectively. "Social media (is) an essential tool for communicating faith and building community in between worship services and committee meetings. Social media gives potential newcomers ways to observe how your community interacts." It is way to distribute the gospel message to a much wider area quickly, and invite interaction. Chapters are short and very basic, while also giving a lot of good insight.

[Katie · Rating 5 out of 5]

Don't pick this up if you want to learn how to post the Facebook status with the most "likes."

DO pick it up if you want to know who, what, why, and when to engage in social media and have both academics and experience supporting this understanding.

Gould's book is accessible and has useful information for people in all levels of experience with digital ministry. It could be a great book for a council or committee to study as part of a larger conversation about engaging the congregation and wider community.

[Melanie Rigney · Rating 5 out of 5]

Meredith Gould does a terrific job of navigating the reader through the changing social media seas. "Thought Bytes" will help churches determine which platforms are appropriate for their congregations. Meredith also explains in understandable terms the best practices pastors and others should consider in developing their social media strategy. If you're re-evaluating what you're doing with social media or even if you're just beginning to consider dipping your toes in the water, you'll find this book to be a wonderful companion and resource.

[Criss · Rating 5 out of 5]

I consider myself computer- and social media-literate, if not proficient, yet I learned tons from this book and know I will continue to refer to it often (I almost regret getting the e-book instead of the paper-book, because I want to have little Post-its sticking out of several of the pages).

I want to buy a copy of this for every one of the congregations in our mission area, and tomorrow at the office I'll talk to the Powers That Be about asking Meredith Gould to do a Table Talk with us (probably via Skype or G+ Hangouts).

[Alicia · Rating 5 out of 5]

WOW! I won this book on The Snoring Scholar (AKA Sarah Reinhard's blog) and just read it in two days. I am totally hooked and ready to volunteer my services to my parish! This is a new Evangelization MUST READ

[Richard Millsap · Rating 5 out of 5]

An excellent primer for those churches considering the various social media platforms as part of their mission and ministry. Concise, thorough, encouraging and entertaining. Successfully avoids the 'grim piety' the author deplores, and yet remains seriously focused on topic and possibility.

[Kate Davis · Rating 2 out of 5]

This would be great to hand to someone who is involved in the church but needs an introduction to social media.

What I still need is a book that discusses how to use social media //as an organization.// I understand how to fb/tweet as a person; what does it mean to fb/tweet on behalf of my church?

[Kevin · Rating 5 out of 5]

The best primer I've read on social media yet. Meredith covers it all with grace, humor and insight.

[Fran Szpylczyn · Rating 5 out of 5]

A fantastic book, clearly written, accessible, but never dumbed down. A must-have book for all church-social-media types and those who wish to understand it.

[Jeff Garrison · Rating 4 out of 5]

This easily read book encourages churches to support social media as a way to expand their communication and outreach. Sadly, it is four years old. The digital world is rapidly changing as as new venues come online and changes are made to existing ones. The author, a committed Roman Catholic, writes for an ecumenical audience. She often quoting those from other Christian traditions. The forward for this edition is even written by the Reverend David Hansen, a Lutheran pastor in Texas.

The book consists of three sections with a number of helpful appendixes. In the first section, which I found most helpful, she debunks the idea that social media destroys community. Instead, it creates new types of communities. She also has a brief chapters on generational differences, learning styles, and personality types. She helpfully points out that what one person finds annoying could be what draws another person into the community (22). Such a reminder is helpful, for it is too easy to let the most outspoken critics drive us, which often leading to inefficient efforts that fail to accomplish anything. A little grace by all of us goes a long way toward accomplishing the church’s mission.

Gould provides an interesting take on the old 80/20 rule. She suggests that 80% of our content on social media should be about building community and only 20% to be about promoting and reporting on the news of the organization. I have heard similar ideas from several other sources writing about business use of social media, one of which suggested that you try to build up your reputation (or brand), offer five helpful solutions for every “sales pitch” you make. A second interesting “rule” (which she credits to Jakob Nielsen) is the 90/9/1 Rule. 90% of the people observe your social media presence, 9% occasionally participate by commenting or interacting, and 1% dominate by providing most of the content and comments. She suggested the 1% are important for they are our ambassadors/evangelists, but that we also don’t forget that we may be reaching a lot more people than those who participate. (26)

There were a number of other gleaming I found helpful in Gould’s opening section. She suggests that technology provides a means to prepare people for the sacraments, but it does not replace or provide the sacrament. (10) There is still need for real presence within the community. I also found it helpful how Gould describes the development of online communities. Online, things move approximately three times faster than in the real world. People engage much quicker and they also stay engaged shorter periods of time than they might in the face-to-face world. (31)

The second section of this book offers guidelines into developing a social media strategy and provides a basic overview for top mediums of social media: blogging, Facebook, LinkedIn, Pinterest, Instagram, Twitter, YouTube, Snapchat. For each of these groups, she provides suggestions on ways the church might use them to further its mission. While she does not suggest that the church attempt to use all of these mediums, but to pick those which would best for the church’s situation (there are helpful questions that can guide such decisions), she is a big fan of Twitter. While she doesn’t suggest that Twitter is for everyone, she tells of her “conversion.”

The final section of the book is titled “Making Social Media Work.” There are several helpful chapters here that focus on how social media can be integrated into a church’s communication strategy, how to develop content (and share it on multiple platforms), handling burnout, best practices for social media use and how to handle online conflict. As for creating content, it needs to be short (according to her suggestion, this review is about 250 words longer than it should be ).

While I found parts of this book dated and a little elementary, Gould provides useful tools to help congregations discuss this new world in which we live. And, as for it being elementary, I must remember that may not be the case for everyone. After all, I’ve had a blog for over 15 years, have served churches with websites for 25 years, and have been on Facebook for nearly a dozen years. Others may find this book to be right at the level as they began engaging in this new online world.

[Adam · Rating 4 out of 5]

Really relevant for the church today... maybe a little misnamed, since those with an aversion to the "prosperity gospel" and "social gospel" might immediately miss the point of this work, but I think aside from that, it'd be 5 stars... Highly recommend!

[Becca · Rating 3 out of 5]

Great resource with helpful things to think about. Wishing for a newer addition since so much has changed in the past few years, especially with the rise of Snapchat.

[Carolyn Jackson · Rating 4 out of 5]

In this short book, Gould did an incredible job of writing a quick overview in her piece, The Social Media Gospel. It was filled with so much wisdom and I was amazed how freely she shared her knowledge with her readers.

I thoroughly enjoyed this read because it is a practical, get your hands dirty type of book. Gould has experienced her fair share of social media fails and she is not shy about sharing them with her readers. And for this, I am grateful.

[CathyMW · Rating 4 out of 5]

A bit dated as far as the platforms available, but I think some of the underlying ideas could be helpful.

[Carrybirth Marak · Rating 4 out of 5]

must read book

[Bianca Smith · Rating 3 out of 5]

Are you one of the few who still doesn't "get" social media? Meredith Gould's book, The Social Media Gospel will help you understand why it's important, and gives you some tips to get started for your Church.

Meredith is a professional communicator, predominantly advising Churches and clergy on digital communications - including social media. She's very open with her begrudging start to social media, and this is definitely a strength for The Social Media Gospel. The fact that she's not a digital native does show all through the book. I don't think it's intentional. For me it's off-putting but it will appeal to her target audience.

What's the Social Media Gospel about? It's a book to help you be a better digital communicator for your church. Meredith describes all the arguments churches present against using social media as a comms tool, and counters them, fairly and well-researched. She will help you understand the behaviors behind the choices, and I especially love the chapter on different learning styles and which social media platforms relate to each. Meredith doesn't really touch on the how of social media, but is thorough on the why - sometimes when she's trying to explain the how. It's a good starter, to then get you looking more at the specific techniques for each platform.

There are two changes I would make to this book. One is a major one, the other a personal irritation. The major one is that the Social Media Gospel doesn't explain that communications is all about your audience. Meridith is right with saying that you should pick and choose which social media platforms according to your time and resources; not take it all on. What she missed though is getting the reader to examine where their audience is playing. The communicator may feel more comfortable on Pinterest, but if their audience isn't there, it's wasted time. The second is the cheesy inclusion of scripture and praise messages. It feels a little over-the-top and unnecessary. But then again, maybe I should have expected it from a social media book with gospel in the title. Exodus 20:3-4 comes to mind. Is this book really a gospel?

Who is The Social Media Gospel for?

Clergy who are uncomfortable with social media and digital communication techniques. There are terms that make the book appear older than its 2013 publication date: web 1.0 (and subsequent generations), and age-based demographics, as well as the term digital native. It works well for the audience. Meredith originally shunned computers for anything more than word processing, and the readers who'll get the most of out The Social Media Gospel likely did the same.

Thanks to Kerry Allman of the Episcopal Diocese of Olympia for the loan of the Social Media Gospel.

Originally published on TapDancingSpiders.com

[Aaron · Rating 5 out of 5]

This book does a great job of outlining of the "hows" and "whys" of social media. I have many years marketing/communications experience, with only a few years of social media experience. I learned alot: Meredith Gould was able to bring me up to speed on social media context I had been avoiding or had no need of yet (for example: Twitter, which I haven't had need to embrace yet). Also cool was how the author gives the social media team tools to explain and teach other members of staff and congregation. I really liked this book: easy to read, with great usable, relevant information. Presented clearly but with a bit of humour too. Highly recommended for anyone in, or interested in, social media for church and beyond. ~

[Rob Ross · Rating 4 out of 5]

The author provides excellent information and encouragement for those involved or wanting to be involved in e-ministry. Her writing style will appeal to those not wanting a technical book. Rather this book will appeal to those wanting a solid explanation of social media and it's' relevance to present day ministry in an easy to read format.

[Debbie · Rating 5 out of 5]

An excellent introduction to social media for those involved in churches and faith-based organization. It's both comprehensive and concise with lots of practical I especially enjoyed the summaries after each chapter.

[Jonathan Turtle · Rating 3 out of 5]

For folks who are actively involved with social media much of this will be familiar. It is good to see it explicitly laid out, however, and thus is helpful for thinking more intentionally about your organizations', or your own (!), social media presence and goal. Plus, it's a quick read!

[Becky Giovagnoni · Rating 4 out of 5]

Quick read. Super short chapters. In some cases she barely touched on a subject before she was wrapping it up, and I was hoping for a little more depth.

However, there are a ton of practical takeaways and recommendations. It was a book well worth my time.

[John · Rating 4 out of 5]

Great primer! Churches should form a group (committee?) around this book to give structure and direction to their discussions about how to move ahead with a better social media presence that serves the church's mission. Very quick read.

[Robert Frank · Rating 4 out of 5]

For churches that are wondering how much to get involved with Facebook, Twitter, and other social media, this book will be very helpful. The information is well presented.

[Dltharp · Rating 5 out of 5]

Excellent overview of how social media can extend the ways churches reach and support people.

[Trish Dillon · Rating 5 out of 5]

Great book!

Many good ideas/suggestions. It will be a big help in designing my church's social media presence. Suggested many other great resources.

[Emily · Rating 4 out of 5]

If you run a church Facebook page, or other social media, this book is excellent for thinking through all issues, many of which apply beyond churchworld.

[Sherylynne Rochester · Rating 4 out of 5]

This book was very informative. Great book for understanding how to share the gospel with social media.

[John Larrere · Rating 4 out of 5]

Comprehensive and practical. Good read for parish councils

[Fr. River · Rating 5 out of 5]

Excellent book on showing the church how to use social media for ministry, very practical.