Emerging Spirit @ The United Church of Canada Emerging Spirit @ The United Church of Canada

It won't be news to anybody that the way we communicate has changed. In the new on-line medium shaped by social media our stories get heard based on the relationships we have formed. Communications that are based on the blunt force of a public relations machine are no longer going to be as effective as they once were. This is especially true for faith-based organizations. We can no longer assume people will listen to our message just because it comes from the church.

It's not about technology, it's about relationships. In the world of social media, this is how communication happens. And relationships are organic - they happen between humans, not machines. If we want people to pay attention to our message and share it with others, we have to build relationships with them. This is what "going viral" is all about.