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The Promise of Social Media for Communities of Faith

Elizabeth Drescher, PhD
Director, Center for Anglican Learning & Leadership
Assistant Professor of Christian Spiritualities
Church Divinity School of the Pacific

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Quick Presentation Schematic

Tweet if UJesus © Elizabeth Drescher, PhD, 2009. All rights reserved. www.elizabethdrescher.net

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A Very Brief Historical Overview
of Social Media in Christianity

1st Century CE
Pauline Proto-Blogging

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“Abba, give me a tweet…”

3rd Century CE
Desert Ammas and Abbas introduce “friending”
and anticipate “tweeting,” becoming monastic “thought leaders” for centuries


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An Inconvenient Truth…

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


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Hurrying through History…

High Middle Ages Reformation


+The Next Thing We Know…
7

“Integrated
Mediascape”
Conversation,
Connection,
Community


+ How Digital Communication has Changed 8

and What We have to Do to Get On Board

1990
“Flash Mobbing” 1994
In Seattle Mainstream media end-run by
Zapatista activists
Digital practice drives social
behavior in the “real” world Direct to web communication
shapes the message


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Participation is the Key Driver

2004 2008 2009
“Worker Bees” Aggregation User-generated distribution…
create the buzz, yields emergence Will emergence be
build the hive revolutionary?
(candidate stings 33% of internet users
forwarded political
himself) content to others during
the 2008 campaign


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Earlier today at General Convention
Young
And so woman’s FB Young
on, and “Friends” woman’s FB
so on, see her page “Friends”
and so with the see her page
on… NEAC Page with the
Link NEAC Page
Link

A CDSP The congenial
Faculty booth volunteer
talks with both,
Member noting that Much younger person logs in and
walks into to NEAC has a updates her FB page with the
NEAC FB page.
NEAC booth Facebook® page
AND a handy
laptop
A much
younger
CDSP faculty
person member Sometime next
walks into photographs week, faculty
member puts
young woman
the same with iPhone,
this presentation
on her web
booth uploads photo to page, LinkedIn,
MacBook, and Facebook
updates this
presentation
Tweet if U Luv Jesus/Elizabeth Drescher, PhD

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How the Web Itself Has Changed
Broadcasting Model

Relational Model

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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


+ Leadership in the Web 2.0+ World 14

The Art of Losing Control

 What Web 2.0+ users  What Web 2.0+ users
do want: don’t want:
 Valuable, meaningful,  Marketing
authentic content  Preaching
 Site creator transparency  Focus on aesthetics
 Access to “thought  Digital catalogue or
leaders”
directory
 Focus on mechanics
 Interactivity
 Creative participation
 Searchability


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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

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


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Facebook Events


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Twitter

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/.


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YouTube

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


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Flicker

Flickr Demographics:
54% = Male
46% = Female


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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

Build
ing T
ogeth
er


+ A Basic Process Overview for Leading 28

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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