Ben Neiser serves as the Collegiate Network Coordinator for the Utah/Idaho SBC.
The marketplace in 1st Century culture was essential and central to every day living and interacting with the community. The marketplace became the central hub in which you could do somewhat of a one-stop shop. The marketplace didn't just provide basic physical needs but also fulfilled social/recreational needs as well (Matthew 23:7). Everyone from children (Matthew 11:16) to governing and religious leaders (Acts 16:19) were present everyday in the marketplace. It is safe to say that if you wanted to get a sense of the culture of a city or town, then you went to the marketplace. Then it is no secret as to why Jesus ministered in the marketplace (Mark 6:56) Also, we find the Apostle Paul preaching the Gospel in the marketplace (Acts 17:17). Jesus and his Apostles saw this as one of the most strategic grounds to further the kingdom and we should too.
Social Media has become our marketplace. A Digital Marketplace. Here is what should convict us as Christians and in particular local churches/ministries. Ideas are being exchanged and making an impact in people's lives through Social Media. Unfortunately, the people that are ever present in this Digital Marketplace are in large part in opposition to the message of the Gospel. The message in the Digital Marketplace is that the Christian Church is a White, Rich, Republican, Gay Bashing, Muslim Hating group of people that will one day wake up and realize that they are on the wrong side of history. The local church has been glaringly un-involved in the Digital Marketplace for too long and it shows. Now some of you might argue that you have for years run ads on social media to advertise your events and worship services. Here is my push back. If you have only used social media as a means to get people into your doors for your gatherings, then you have barely scratched the surface of this Kingdom tool.
ARE YOU ADVERTISING, INVITING OR ENGAGING?
On social media, you will inevitably fall into one of three categories:
1. Someone with something to sell. Advertisement
2. Someone with something for me to do. Invitation
3. Someone with something to say. Engagement
Paul went into the marketplace of his day not to pull people away to another location to hear the message of the Gospel. He went to declare the message of the Gospel and then reason with those who heard. He went into the marketplace to engage with those that were there. How much of your activity on social media is focused on inviting people to your event?
How much of your activity on social media is focused on engaging people in gospel conversations/topics?
I recently had a unique interaction with a college student. He saw me on campus and recognized me as the leader of our group. I had no idea who he was. I asked him if he had ever been to one of our events. He said, "No, I've been following you guys for months." How many people do you think you have like that? How many people are just "following" you? Do they only get invitations to events for which they can't show up? Then, do they get the feeling of missing out on all the fun and teaching with your after event post? How do you think "following" you or your ministry is making people feel? Is it filling them with shame because of all the thing they should go to, but can't? Is it filling them with despair by comparing all of the fun your group had versus their feeling of being alone or at work?
HOW DO YOU GET MORE SOCIAL MEDIA ENGAGEMENT?
1. ASK QUESTIONS. Our main event features a discussion and interaction with the biblical text. In the days leading up to our event, I post questions along with images that are in line with our main theme for the night. Those questions, most of the time, come straight from our discussion that night. So, even if you attended or didn't attend the event, there was a mental engagement with the message.
2. CONDUCT POLLS. Keep them simple and central to the message. Our most recent poll on Instagram ask this question: During trials what do you tend to use to cope with first: Your Faith or Other? People want to give their answer and they want to see how others have responded. No matter how they answer they will see that they are not alone.
3. BE OPEN TO QUESTIONS. If you let people know that they can ask any question and that you will answer them, then get ready for some engagement. Hold live online sessions where you are getting engagement and questions.
4. HOLD OPEN OFFICE HOURS IN THE COMMUNITY. Let people know on social media where you will be and when. Recently, I posted a live video that told people that only follow and have never attended, where I would be and when I would be there. I even shared that I would buy them lunch, if they showed up. The only conditions was they they had to ask me a faith question. I had two guys show up less than an hour later.
5. COMMUNICATE THE COUNTER-CULTURAL IMPLICATIONS OF THE GOSPEL. Offer push back, non-abrasive push back to the prevailing message that society has of the church. The narrative of the church that society hears is untrue. Change it! Show them with clarity and consistency through social media who Jesus is and what He has done. People need to see that Jesus is better before they will accept that He is true.
LAST STORY
I have a friend that is of a different faith background. He saw a disconnect between what he believes the message of his church is and what the surrounding community thinks it is. Because of this, he began an online show with short episodes that feature him and others of his faith discussing key questions that people are asking. They have thousands of "followers" now and their Youtube episodes reach 100,000 views. They are constantly engaging with their followers online through various means. I read the comments below their videos. Most of these people that comment share how their online show has changed their lives. My friend has shared stories of youth that have "followed" their show for years but have never met them in person. That has never stopped the impact from taking place though. The message was sent. People online engaged with the message and their lives were changed.
As in many of my articles, this is not the starting and ending point of the discussion but hopefully a catalyst that causes you to prayerfully consider change that would impact the Kingdom. Make no mistake though, the digital marketplace is hostile to the Gospel! Proceed with caution and tact. Follow the words of the Lord - "Behold, I am sending you out as sheep in the midst of wolves, so be wise as serpents and innocent as doves." Matthew 10:16
Arliss Dickerson is the author of five books on college ministry available for 99 cents each in eBook format on Amazon.com. His book, THE BIG 50, is currently being featured.
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