Social media can reduce activism to a fad-- something that we take part in because a particular Twitter hashtag is trending, a video has become viral, or a Facebook Cause has become popular. It can ignore the hard work that has been taking place over decades and discount a long-term strategy that a community might have. . . . As Christians who strive for social justice, we know that we need the fast and furious exposure that social media can bring. But we also need the long-term, careful work that takes decades.
These new tools are not simply tools to advertise our congregations but are necessary tools which require understanding if we are to participate in mission in the 21st century. Since its inception the church has embraced and worked with new and emerging technologies, and we must approach these tools with a desire to learn rather than with fear, anxiety, and rejection. The church has historically used technology to supplement and build interpersonal relationships. Social media offer opportunities to build relationships before meeting in person and strengthen relationships in interim spaces between meetings.
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| D069 "Social Media Challenge" |
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| Such a kidder, that ELCA Bishop Mike Rinehart! |
Social media ministry is rooted in the knowledge that each person is made in the image of God, and never merely part of a list of followers, a commodity to be collected, or part of an audience for a product. A person created in the image of God is not a means to my end, but someone inherently valued and loved.
I believe the Internet is the future of spirituality. It's a spiritual act to share a beautiful photo on Instagram. It's a spiritual act to sell something beautiful you've crafted on Etsy...We need connection. We need compassion. We need nurturing. 
Attention should be paid to the various types of websites, applications and social networks which can help people today to find time for reflection and authentic questioning, as well as making space for silence and occasions for prayer, meditation or sharing of the word of God. In concise phrases, often no longer than a verse from the Bible, profound thoughts can be communicated, as long as those taking part in the conversation do not neglect to cultivate their own inner lives. 
While the gifts of social networking are vast, it is important to remember in our engagement that the digital world is not exclusive. Social networking should never replace real relationships with people, and particularly in a ministry context, efforts should be made to avoid simply digital relationships.
Our call to serve the congregation is our friend request. Our call to serve the congregation is our follow request. Our call to serve the congregation is our invitation to be part of the lives of the congregation.
In necessariis unitas,
When communications break down among human beings, a sacred bond is severed; and God no longer resides between the parties as the promoter of love and relationship.
...recognize that the social media world is messy. You're going to see people post ugly comments. You're going to encounter images that make you blush. You're going to find out that what happens in Vegas didn't stay in Vegas. But if we, as the church, as passionate followers of Jesus, aren't intentional about engaging and shaping the conversation taking place in the online world, then someone else will. And I have a hunch you won't like what they're saying.