A few years ago, a global religious organization set out to employ social media technologies to engage its members around various matters of concern to practicing Christians. Because this organization’s membership consisted primarily of college and high school students, an ideal audience for social media, the chances of success seemed large.
As organizational leaders planned the community, they defined numerous purposes that would entice people to participate, such as:
Bible study: Participants share what the Bible means to them.
Mission work networking: Participants collaborate to find global missionary ...