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Stop Shoving Social Media Down My Throat

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This is funny because it’s true:

Many ministries face significant obstacles to adopting new technologies.

In their enthusiasm for all things Internet, many people lose sight of the fact that along with all the benefits that social media brings comes its own unique culture.

So when you try and integrate things like Facebook and Twitter into a church or ministry environment it’s important not only to think through things like goals, metrics, work flows, support, etc; but you also need to think through how the culture of the Internet will compliment and clash with the existing organizational culture.

In my recent study of over 100 Christian nonprofits, one of the top challenges reported by ministry technology leaders is overcoming internal resistance. This issue is particularly tricky because IT leaders are hired based on their technical expertise not because of their skill in change management.

So to all the social media evangelists out there shouting from their soapbox that churches, ministries and other non-profits MUST use social media: Pause for a second and realize that what you’re calling for ministries to do may end up costing someone their job.

We should not protect inefficiency just for the sake of preserving the status quo. But remember that change can be a pretty bitter pill for some to swallow… are we loving them by shoving it down their throats?


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