Â Mark 2:Â 22Â â€œAnd no one puts new wine into old wineskins; or else the new wine bursts the wineskins, the wine is spilled, and the wineskins are ruined. ButÂ new wine must be put into new wineskins.â€
Follow me now â€“ and please donâ€™t take this as an exegesis of this Scripture passage. Iâ€™m chewing on something and honestly itâ€™s still stirring in me, so youâ€™re reading thoughts in development â€“ kind of like me thinking out loud. If â€œnew wine must be put into new wineskinsâ€,Â I think new strategies and tools to reach, connect, engage and mobilize people must be employed with new mindsets.
The following is from my friend, Bill Seaverâ€™s,Â MicroExplosion blog:
[…A lot of companies are considering trying some new marketing approaches these days. They have become enamored or curious about the new social media tools that are widely publicized and are trying to determine how it can work for them. This is a good spot to be in, but Iâ€™ve realized Â something is still missing. Whatâ€™s missing is the appropriate mindset needed to use the social media tools, techniques, and stategies well.Â The old mindset wonâ€™t work with the new tools. They donâ€™t mix.Â Seth GodinÂ wrote an entire book about that calledÂ Meatball Sundae.
New marketing only works with the new mindset. Simply using the new tools with the old mindset wonâ€™t bring about the marketing change you need and want…]
Many of you know that I work with churches, organizations and companies of all kinds. Iâ€™m brought in as an innovation consultant and these days almost all want to talk about using new media and social networking tools. What Iâ€™ve noticed is that they get excited talking about these new tools and desire to use them, but havenâ€™t had a change in mindset (like Bill said) and thus are striking out.
Iâ€™m thinking of 2 cases in particular:Â One with a well known Christian organization (thereâ€™s no need to share their name) that desperately wants to reach the next generation and brought me in to consult on how to use social media/networking to connect with them and the other is with a fitness/health company that I consult on using new media to help get their message out and expand their business.
Both want to tap into the buzz (or whatÂ I call â€œthe awesomenessâ€) â€“ the latest tools and technology. Mind you: this isnâ€™t a bad thing. I do like to keep it in perspective and realize that these are all just tools, but I like that they are wanting to enter this world.
The problem that I see with these 2 organizations (and honestly with a ton of churches, including my own) is that they donâ€™t dive in. They try to dip their toes in the water and hope they catch a fish.Â A fisherman gets dirty, gets wet and smells.Â I love to fish and I know that when I fish, I donâ€™t wear my best clothes and I donâ€™t expect to cast once and catch a bass on the first throw.Â You have to have patience. You have to be committed. You have to think like a fish. You have to use the right kind of bait.
Some churches I work with donâ€™t â€œgetâ€Â Facebook. Most really donâ€™t â€œgetâ€Â Twitter. My assessment is that they havenâ€™t been patient enough and donâ€™t live in those worlds. Remember Bill Seaverâ€™s quote: â€œSimply using the new tools with the old mindset wonâ€™t bring about the marketing change you need and want.â€
One organization I work with had previously tried using Facebook in a broadcast-type model (we put out some info about our ministry and you come check it out). It didnâ€™t work and they blamed Facebook. Iâ€™m now working with them on how to engage people on Facebook and tools like that. You donâ€™t just put it out and say â€œCome getâ€. I talked about this recently with students and church leaders at The Institute of Nebraska Christian College.
Again, Iâ€™m processing a lot of this out loud and expressing things that have been rolling around in my head, but I think Iâ€™m speaking to somebody. Maybe you gave Facebook, Twitter, Instagram, Google+ or something like that â€œa tryâ€ and it didnâ€™t meet your expectations. Maybe you, your church or organization is in research and development mode. Maybe youâ€™re in experiment mode. Maybe youâ€™re testing the waters, but havenâ€™t fully dived in.
My prayer, heartâ€™s desire and encouragement/challenge to you is to WRESTLE with Bill Seaverâ€™s quote: â€œSimply using the new tools with the old mindset wonâ€™t bring about the marketing change you need and want.â€
Friends, letâ€™s discuss this out loud (or via comments). Does this hit home with anyone? Does this resonate, scare or encourage anyone? Are you committed to getting dirty, wet and smelly to reach fish? Get the right mindset and donâ€™t give up on social media. We have an unprecedented opportunity to share the good news.