News / Internet
LifeWay explores connections through social media
Facebook, Twitter, Ning, blogs...more employees using them to connect with others
Just visit Facebook and search the word “LifeWay” and Cade’s profile is the first to pop up. He’s known as “John at LifeWay” in his online profile and uses his network of global contacts to strategically connect with student leaders for ministry purposes.
With more than 140 million Facebook and 2.2 million Twitter users worldwide, LifeWay is harnessing the power of online networking to better serve customers.
“When we connect with people online, they see that we are not a corporation with closed walls,” said Cade, whose main job is to create an online presence for the student ministry team. “Social networking helps to break down the barriers between us and our customers. Student pastors see that I am a legit person who cares deeply about them. I am available to answer their questions all the time. Social networking also allows me to have a two-way conversation with people who use our resources.”
Social networking is often called micromarketing, the new trend that designs marketing strategies for the benefit of a narrow, select group.
Cade targets student ministers and Facebook provides an instant exchange of ideas detailing latest trends and resources for student workers.
“Our goal in student ministry is to help student ministers do their job better,” Cade said. “Social networking is one way we can support ministers. Through Facebook and Twitter, we are able to respond directly to questions, concerns and even negative feedback when appropriate.”
Skeptics may question the ability to develop customer relationships over the Internet, but Cade said he believes, “You can lay the groundwork for an authentic relationship through social networking sites,” mentioning that student conference attendees often recognize him from his Facebook and Twitter profiles and are quick to begin a conversation with him.
Dwayne McCrary, from LifeWay’s church resources division, is expanding his Facebook audience to Ning.com with the goal of growing better Sunday school teachers.
Ning is an online tool that allows users to create their own social Websites and social networks.
McCrary works on Extra!, the companion piece for dated Sunday school lessons, and expects to create an online environment where Sunday school teachers can share tips and best practices, ultimately to develop better teachers.
Forums, real-time dialogues, videos and additional resources for teachers will enhance Sunday school lessons, whereby growing better disciples of Christ.
McCrary is so confident social networking will help promote spiritual change that he has placed his stamp of approval – an icon of his face – on the social Website.
“My face is on this Website and it helps churches know we at LifeWay are people,” he said. “They see our faces on these sites and know that we’re not a building or an institution. We are people they can learn to trust. And when people trust us, they continue to use our resources.”
Janell Fadler, leadership training and events, traveled to Rwanda three months ago with a LifeWay mission team and used social networking to organize prayer support.
Fadler, who was once skeptical of social networking sites, distributed prayer requests and updated real-time information while in Rwanda through the group she set up on Facebook.
She also learned how fast social networking groups could grow once information posted.
“There were four other team members who had accounts on Facebook and they sent a note to all their Facebook friends to join in and pray for us,” she said, mentioning that more than 80 people joined the online prayer team. “By posting the group online we even made a brief connection with a relief worker from Rwanda.”
The benefit of real-time updates was invaluable, she added, especially when immediate prayers were needed.
“A few of us got pretty sick while we were on the trip and we were able to inform our team how to pray specifically,” she said. “The next time I go on a mission trip, I will create another prayer group on Facebook for sure.”
No social Website does real-time updates better than Twitter, the far-reaching microblogging trend.
Pam Case, director of LifeWay Women, stumbled reluctantly into the world of Twitter when her church planter husband encouraged her to give it a try as a way to stay connected with other pastors’ wives. She soon discovered that Twittering does what social networking is designed to do – connects individuals who share common interests.
Case saw the business value of connecting with so many like-minded individuals who care deeply about women’s ministry that she added an additional Twitter page for LifeWay Women.
LifeWay Women’s Twitter page has more than 225 followers – without marketing it at all – and Case said updating messages on both her own Twitter page and LifeWay Women’s page is essential to the success of the site.
“In order for this type of social networking to be beneficial, you have to be engaged,” said Case, who “tweets” to more than 330 followers throughout the day at www.twitter.com/pamcase. “Twittering is a great way to stay connected 24/7 with co-workers and with churches.”
Specifically, Case can keep her finger on the pulse of women’s ministry around the globe. It is a way for her to communicate with other leaders about the issues that impact women’s ministry.
“Twitter is breaking down the walls and reinforcing the idea that we are all real people doing real work for the purpose of making Christ’s name known,” she added. “It is a way to let the churches know that we at LifeWay are real people who love Jesus like crazy.”
