Facebook needs you to attach with God. On Facebook.

Written by: Elizabeth Dias
Months earlier than the megachurch Hillsong opened its new outpost in Atlanta, its pastor sought recommendation on find out how to construct a church in a pandemic.
From Facebook.
The social media large had a proposition, Sam Collier, the pastor, recalled in an interview: to make use of the church as a case examine to discover how church buildings can “go further farther on Facebook”.
For months Facebook builders met weekly with Hillsong and explored what the church would seem like on Facebook and what apps they may create for monetary giving, video functionality or dwell streaming. When it got here time for Hillsong’s grand opening in June, the church issued a information launch saying it was “partnering with Facebook” and started streaming its providers solely on the platform.

Beyond that, Collier couldn’t share many specifics; he had signed a nondisclosure settlement.
“They are teaching us; we are teaching them,” he stated. “Together we are discovering what the future of the church could be on Facebook.”
Facebook, which lately handed $1 trillion in market capitalization, might appear to be an uncommon companion for a church whose major objective is to share the message of Jesus. But the corporate has been cultivating partnerships with a variety of religion communities over the previous few years, from particular person congregations to giant denominations, just like the Assemblies of God and the Church of God in Christ.
Now, after the coronavirus pandemic pushed spiritual teams to discover new methods to function, Facebook sees a good higher strategic alternative to attract extremely engaged customers onto its platform. The firm goals to change into the digital dwelling for the spiritual communities and desires church buildings, mosques, synagogues and others to embed their spiritual life into its platform, from internet hosting worship providers and socializing extra casually to soliciting cash. It is creating new merchandise, together with audio and prayer sharing, aimed toward religion teams.
Virtual spiritual life will not be changing in-person group anytime quickly, and even supporters acknowledge the boundaries of an solely on-line expertise. But many spiritual teams see a brand new alternative to spiritually affect much more individuals on Facebook, the world’s largest and arguably most influential social media firm.
The partnerships reveal how Big Tech and faith are converging far past merely shifting providers to the web. Facebook is shaping the way forward for spiritual expertise itself, because it has finished for political and social life.
The firm’s effort to court docket religion teams comes as it’s making an attempt to restore its picture amongst Americans who’ve misplaced confidence within the platform, particularly on problems with privateness. Facebook has confronted scrutiny for its function within the nation’s rising disinformation disaster and breakdown of societal belief, particularly round politics, and regulators have grown involved about its outsize energy. President Joe Biden lately criticized the corporate for its function within the unfold of false details about COVID-19 vaccines.
“I just want people to know that Facebook is a place where, when they do feel discouraged or depressed or isolated, that they could go to Facebook and they could immediately connect with a group of people that care about them,” Nona Jones, the corporate’s director for international religion partnerships and a nondenominational minister, stated in an interview.
Last month, Facebook executives pitched their efforts to non secular teams at a digital religion summit. Sheryl Sandberg, the corporate’s chief working officer, shared a web based useful resource hub with instruments to construct congregations on the platform.
“Faith organizations and social media are a natural fit because fundamentally both are about connection,” Sandberg stated.
“Our hope is that one day, people will host religious services in virtual reality spaces as well or use augmented reality as an educational tool to teach their children the story of their faith,” she stated.
Facebook’s summit, which resembled a non secular service, included testimonials from religion leaders about how Facebook helped them develop through the pandemic.
Imam Tahir Anwar of the South Bay Islamic Association in California stated his group raised document funds through the use of Facebook Live throughout Ramadan final 12 months. Bishop Robert Barron, the founding father of an influential Catholic media firm, stated Facebook “gave people kind of an intimate experience of the Mass that they wouldn’t normally have.”
The collaborations increase not solely sensible questions but additionally philosophical and ethical ones. Religion has lengthy been a basic manner people have shaped a group, and now social media firms are moving into that function. Facebook has almost 3 billion energetic month-to-month customers, making it bigger than Christianity worldwide, which has about 2.3 billion adherents, or Islam, which has 1.8 billion.
There are privateness worries too, as individuals share a few of their most intimate life particulars with their non secular communities. The potential for Facebook to assemble worthwhile consumer data creates “enormous” considerations, stated Sarah Lane Ritchie, a lecturer in theology and science on the University of Edinburgh. The targets of companies and worshipping communities are totally different, she stated, and lots of congregations, typically with older members, might not perceive how they could possibly be focused with promoting or different messages based mostly on their spiritual engagement.
“Corporations are not worried about moral codes,” she stated. “I don’t think we know yet all the ways in which this marriage between Big Tech and the church will play out.”
A Facebook spokesperson stated the information it collected from spiritual communities could be dealt with the identical manner as that of different customers and that nondisclosure agreements had been the usual course of for all companions concerned in product growth.
Many of Facebook’s partnerships contain asking spiritual organizations to check or brainstorm new merchandise, and people teams appear undeterred by Facebook’s bigger controversies. This 12 months Facebook examined a prayer function, the place members of some Facebook teams can submit prayer requests and others can reply. The creator of YouVersion, the favored Bible app, labored with the corporate to check it.
Facebook’s outreach was the primary time a significant expertise firm needed to collaborate on a growth venture, stated Bobby Gruenewald, YouVersion’s creator and a pastor at Life Church in Oklahoma, recalling how he additionally labored with Facebook on a Bible-verse-a-day function in 2018.
“Obviously there are different ways they ultimately, I am sure, will serve their shareholders,” he stated. “From our vantage point, Facebook is a platform that allows us to build community and connect with our community and accomplish our mission. So it serves, I think, everybody well.”
For some pastors, Facebook’s work raises questions concerning the broader way forward for the church in a digital world. So a lot of spiritual life stays bodily, corresponding to sacraments or the laying on of arms for therapeutic prayer.
The on-line church was by no means meant to switch the native church, stated Wilfredo De Jesús, a pastor and the overall treasurer for the Assemblies of God. He was grateful for Facebook, however in the end, he stated, “we want everyone to put their face in another book.”
“The technology has created in the lives of our people this quickness, this idea that I can call and just show up at Target and park my car and they open my truck,” he stated. “The church is not Target.”
For church buildings like Hillsong Atlanta, the final word objective is evangelism.

“We have never been more postured for the Great Commission than now,” Collier stated, referring to Jesus’ name to “make disciples of all nations.”
He is partnering with Facebook, he stated, “to directly impact and help churches navigate and reach the consumer better.”
“Consumer isn’t the right word,” he stated, correcting himself. “Reach the parishioner better.”