An overview of social media use by evangelical mission agencies in the UK shows that the majority have some sort of social media presence. Those who use social media are most likely to make use of Facebook and Twitter, with YouTube and Instagram being the least popular. This is despite the fact that the generation that the agencies are seeking to mobilise are more likely to use Instagram.
Focusing on a sample of agencies shows them adopting two strategies; a minimum approach where social media is used to broadcast existing messages and a maximum strategy where the agency seeks to leverage the two-way communication potential of social media. The relative merits of these approaches are discussed.
The agencies could do significantly more to harness the power of social media both to increase cooperation within the agency sector and, more importantly, to allow the voices of Christian partners around the world to be heard without the interpolation of an agency voice.
As an experiment, I am making a minimal charge for this report in order to defray some of the costs involved in running Kouyanet. Individuals can download the report for £2 and organisations for £6 (organisations can share the report freely amongst their staff, but I ask that individuals not share their copies). Unfortunately, I am only able to accept payment via PayPal as setting up alternate payment methods would cost more than I’m ever likely to take in!
Keywords: Social Media, Facebook, Instagram, Twitter, YouTube, Mission Agencies,