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INTENTION : |
That social networks may work towards that inclusiveness which respects others for their differences.
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"Today the social networks are one way to experience our call to discover the beauty of faith, the beauty of encountering Christ. In the area of communications too, we need a Church capable of bringing warmth and of stirring hearts" (Pope Francis' Message for the 48th World Communications Day [WCD], 2014).
As Pope Francis wrote in the 48th World Communications Day message, "The revolution taking place in communications media and in information technologies represents a great and thrilling challenge; may we respond to that challenge with fresh energy and imagination as we seek to share with others the beauty of God."
Visibility
Online social media communities are vast and are growing at a rapid pace. For example, there are now more active Facebook accounts than there are Catholics, worldwide. Given the size and scope of these communities, they offer excellent forums for the Church's visibility and evangelization.
The key question that faces each church organization that decides to engage social media is, 'How will we engage?' Careful consideration should be made to determine the particular strengths of each form of social media (blogs, social networks, text messaging, etc.) and the needs of a ministry, parish, or organization. The strengths should match the needs.
Because of the high volume of content and sites and the dynamics of search engines and computer networking, social media require constant input and monitoring to make the Church's presence effective.
Community
Social media can be powerful tools for strengthening community, although social media interaction should not be viewed as a substitute for face-to-face gatherings. Social media can support communities in a myriad of ways: connecting people with similar interests, sharing information about in-person events, providing ways for people to engage in dialogue and to ensure that inclusiveness which respects others for their differences.etc.
The use of social media should be well integrated into the overall communication strategy for the organization. Users move seamlessly across multiple platforms, receiving information and entering into dialogue using print, oral, video, and digital communications, in a variety of settings. Effective communication strategies recognize the expectations and preferences of the community and develop messages suited to those expectations and preferences.
A well-considered use of social media has the ultimate goal of encouraging "an authentic culture of encounter" (WCD message, 2014), or, to use the parlance of the practitioners, "creating engagement."
The Church can be successful in being heard above the fray by creating engagement. Engagement is defined as the activity that happens around a message posted on a social network. This activity includes likes, comments, and shares. The more engagement that happens on a particular message, the more it will be seen.
US Conference of Catholic Bishops
Department of Communications, June 2014
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