My revision and expansion of my 2009 book Changing the Way We Do Church is coming along. The expanded version will include an entire section on technology and social media, which was hardly
mentioned in the first edition. I won't go into all I will have to say there, but in light of my posts the last two weeks about creativity and innovation in the church, here is an excerpt from the new section I want to show you this week.
In the earlier part of this book, I recommended that each church appoint a purpose pastor, someone who can help people recognize and then engage their life purpose through appropriate actions like publishing, starting a business or non-profit organization, or entering into full-time church or missions work. To go along with the purpose pastor, I also recommend that every church identify and empower a pastor of social media and technology. I will not get too specific as to their job duties, but in general, they will be to
take who we are as a people—what we teach, how we worship, what we believe, how we apply what we believe—and make it accessible not only to those in our closest proximity but also to those who live in other regions or countries.
This position will not allow a church’s presence online to be an afterthought or something that is done when the church gets around to it but will make it a top priority. They will have the full cooperation of all the staff and in a sense will co-pastor the church with the lead pastor, mutually submitting to one another. Due to the resistance and priority that lead pastors tend to give to the face-to-face church presence, this online pastor and his or her team must have unprecedented power to make decisions in the best interests of the online work, sometimes at the expense of the live worship experience. The online pastor will have the authority to involve any and all church staff and members in this endeavor.
For example, let’s say that the senior pastor shares a message that is well received by the people. The online pastor can decide to turn that series into a book, an online series with a study guide, or put it in any other format necessary to fulfill his or her mandate and the senior pastor cannot refuse. The online pastor can assign any staff member online duties and they cannot refuse or claim it’s not their strength or gift, or resort to the “I am too busy” excuse. As an example, the online pastor can decide the church is going to live broadcast the youth or children’s ministry and that’s that. There can be no protests from either department that they don’t want to do this.
My assumption is that all the resources any church needs to fulfill its mission are already sitting right in its midst. The church only needs new eyes to see who is present and utilize those people in a more effective way. This is also where the purpose pastor can help the online pastor, for the purpose pastor should be close to who knows and does what in the church, and also whom God is speaking to about more involvement in the church’s ministry work.
The online pastor will be tasked with identifying a team that will provide an online presence during the live worship services. The members of that team will use their own social media presence, or the church’s, to publish and broadcast portions of the live service. That will include quotes from the sermon, perhaps a line from a song sung that impressed them, or their own insight as the service progresses: “Pastor Sam is preaching from 1 Samuel 1. I have never thought of Hannah as he is presenting her. Good stuff!”
Finally, the online pastor will then help each staff member with their own social media philosophy, helping them spell out exactly how and when they will personally engage social media, which media they will use, and what they will include in their online presence, which may be a weekly blog, a regular video update, a devotional, or a podcast. Where the technical savvy is lacking, the online pastor will provide training.
Then the online pastor will do the same for any in the church who are interested in doing the same. He or she will start by imparting a theology of social media, reinforced from the live pulpit, to help people overcome any latent bias. Then the online pastor will help people understand how to use technology in a way that is consistent with their personal ministry or purpose.
That's just a portion of my thinking where the online pastor is concerned. One more point I did not include is that this online pastor cannot report to who I am calling the Sunday meeting pastor, for the latter will always prioritize the face-to-face meetings, often at the expense of an online presence—just as they have done since social media came on the scene. It is time for the Church to be innovative and an online pastor is one position that is needed and relevant, as the recent pandemic has shown. It is no longer acceptable to use social media as a church bulletin in cyberspace but instead to make it an important part of ministry, equal in energy and commitment to the on site services.