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The Promise of Social Media for Communities of Faith

Elizabeth Drescher, PhDDirector, Center for Anglican Learning & Leadership

Assistant Professor of Christian SpiritualitiesChurch Divinity School of the Pacific

+Quick Presentation Schematic

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Tweet if UJesus © Elizabeth Drescher, PhD, 2009. All rights reserved. www.elizabethdrescher.net

+A Very Brief Historical Overview

of Social Media in Christianity

1st Century CEPauline Proto-Blogging

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+“Abba, give me a tweet…”

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3rd Century CEDesert Ammas and Abbas introduce “friending”

and anticipate “tweeting,” becoming monastic “thought leaders” for centuries


+An Inconvenient Truth…

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4th – 9th Centuries CEMedievals popularize pre-HTML “hypertexting”


+Hurrying through History…

High Middle Ages Reformation

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+The N

ext

Thin

g W

e

Know

…

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“Integrated Mediascape

”Conversation, Connection, Community


+How Digital Communication has Changed and What We have to Do to Get On Board

1990“Flash Mobbing”

In Seattle

Digital practice drives social behavior in the

“real” world

1994Mainstream media end-run

by Zapatista activists

Direct to web communication shapes the

message

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+Participation is the Key Driver

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2004“Worker Bees”

create the buzz, build the hive

(candidate stings himself)

2008Aggregation

yields emergence

33% of internet users forwarded political content to others during the 2008

campaign

2009User-generated distribution…

Will emergence be revolutionary?


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Much younger person logs in and updates her FB page with

the NEAC FB page.

Earlier today at General Convention

Tweet if U Luv Jesus/Elizabeth Drescher, PhD

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A CDSP Faculty Member

walks into to NEAC booth

The congenial booth

volunteer talks with

both, noting that NEAC has a Facebook® page AND a

handy laptopA much younger person walks

into the same booth

CDSP faculty member

photographs young woman with iPhone,

uploads photo to MacBook, updates this presentation

Young woman’s

FB “Friends” see her

page with the NEAC Page Link

Young woman’s

FB “Friends” see her

page with the NEAC Page Link

And so on, and so on, and so on…

Sometime next week, faculty member puts

this presentation on her web

page, LinkedIn, and Facebook

+How the Web Itself Has Changed

Bro

ad

castin

g M

od

el

Rela

tion

al M

od

el

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+Three Keys to the Social Web

1. “Leaders are Places”

2. An Emergence is Created by Swarms, not Queens

3. Only Connect

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+1. Leaders are Places

“You’re not a leader, you’re a place. You’re like a park or a garden. If it’s comfortable and cool, people are attracted. Deanspace is not about Dean. It’s about us.”

~ Joi Ito, entrepreneur and “emergent democracy” activist, in 2004 on the effectiveness of the Howard Dean internet strategy

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+Leadership in the Web 2.0+ World

The Art of Losing Control

What Web 2.0+ users do want: Valuable, meaningful,

authentic content Site creator

transparency Access to “thought

leaders” Focus on mechanics

Interactivity Creative participation Searchability

What Web 2.0+ users don’t want: Marketing Preaching Focus on aesthetics Digital catalogue or

directory

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+Leadership Develops Collaboratively

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+2. An Emergence Created by Swarms, not Queens

“In simplest terms, [networks] solve problems by drawing on masses of relatively stupid elements, rather than a single, intelligent ‘executive branch.’ … They get their smarts from below. In more technical language, they are complex adaptive systems that display emergent behavior. In these systems, agents residing on one scale start producing the behavior that lies one scale above them: ants create colonies; urbanites create neighborhoods; simple pattern-recognition software learns how to recommend new books. The movement from low-level rules to higher-level sophistication is what we call emergence.”

~ Steven Johnson, Emergence: The Connected Lives of Ants, Brains, Cities, and Software (2001)

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+3. Only Connect…

Web 2.0 participation requires multiple entry points that allow interactive engagement and point back to a central web hub

Facebook Twitter YouTube Flickr News and Blog sites eCommunities

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+Facebook Groups

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Largest Demographic on Facebook:Women over 50Source: StrategyLabs.com. Available at:http://www.istrategylabs.com/twitter-2009-demographics-and-statistics/.


+Facebook Events

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+Twitter

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Twitter Demographics:47% Male; 53% Female 47%=18-35; 31%=35-49; 21%=50+

Source: StrategyLabs.com. Available at:http://www.istrategylabs.com/twitter-2009-demographics-and-statistics/.


+YouTube

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Largest Demographic on YouTube:Men 18-22; Men over 35


+Flicker

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Flickr Demographics:54% = Male46% = Female

+Religious Blogsites and Newsites

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+You Gotta Get Out More Often:Linking and Commenting with the Wider Media Community

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+Expand the News

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+Niche eCommunities and Networks

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+It’s All about Conversion

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Building Together


+A Basic Process Overview for Leading Community on the Social Web

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+Resources

Chris Anderson, The Long Tale: Why the Future of Business is Selling Less of More (2006)

Jacques Derrida, On Cosmopolitanism and Forgiveness (2001)

Steven Johnson, Emergence: The Connected Lives of Ants, Brains, Cities, and Software (2001)

Amanda Lenhart, “Adults and Social Networking Sites,” Pew Internet & American Life Project,” January 14, 2009. Available at: http://www.pewinternet.org/Reports/2009/Adults-and-Social-Network-Websites.aspx

Charline Li and Josh Bernoff, Groundswell: Winning in a World Transformed by Social Technologies (2008)

David Meerman Scott, The New Rules of Marketing & PR (2007 & 2009)

Walter Ong, Orality and Literacy (1982)

Clay Shirky, The Power of Organizing without Organizations (2008) Larry Weber, Marketing to the Social Web: How Digital Customer Communities Build Your Business (2007)

Michael Wesch, “The Machine is Us/ing Us,” YouTube Video, available at: http://www.youtube.com/watch?v=6gmP4nk0EOE (2007)

Michael Wesch, “An Anthropological Introduction to YouTube,” Presentation at the Library of Congress, June 23, 2008. Available at: http://www.youtube.com/watch?v=TPAO-lZ4_hU&feature=channel

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