The Digital Well: A Guide to Meaningful Engagement on Reddit
In the New Testament, we see Jesus meeting people at the town well—a public hub for conversation, news, and honest questions. In the 21st century, that “well” has moved online, and one of the most significant hubs for raw, honest dialogue is Reddit.
With over 50 million daily users, Reddit offers a unique opportunity for our church to serve our city, answer difficult questions, and practice “digital hospitality.” Here is how we can engage effectively and authentically.
1. Prioritize Connection Over Branding
Reddit is built on the idea of “human-to-human” interaction. While it might be tempting to create an account named after our church, Reddit users tend to ignore institutional voices.
- The Approach: We recommend that our leaders use “Transparent Personal” accounts (e.g., PastorJohn_CityName) or create a random username (racecar1234) if you’d like to stay anonymous.
- The Benefit: It puts a human face on our ministry. It allows us to speak as neighbors and friends rather than a corporate entity.
2. Locate Our “Digital Neighborhoods”
We don’t need to be everywhere. We should focus our energy on three specific types of “Subreddits” (community forums):
- The Local Square: Subreddits for our city. This is where we look for ways to serve local needs or share community resources.
- The Seeking Spaces: Forums like r/Christianity where people are actively looking for spiritual perspectives.
- The Support Circles: Groups focused on grief, parenting, or mental health. In these spaces, we lead with empathy first.
3. The Rules of Digital Hospitality
To be a welcome presence on Reddit, we follow a simple set of guidelines:
- The 90/10 Ratio: 90% of our time is spent listening and helping; only 10% is spent sharing our own church events.
- Speak Human: We avoid “church-speak” or jargon. We use clear, everyday language that anyone can understand.
- Empathy First: If someone is hurting or expressing anger, we don’t argue. We listen and validate their experience.
- Add Value: Before posting, we ask: “Does this actually help the person reading it, or is it just an advertisement for us?”
4. Helping People Find Us (SEO)
When we participate in local subreddits, we aren’t just helping individuals; we are helping our church become more visible to the community. By naturally mentioning our location and the services we provide, we help our church show up in local search results when neighbors are looking for help.
A Final Thought: Our goal on Reddit isn’t to “win arguments” or “inflate our numbers.” Our goal is to be a quiet, helpful, and loving presence. By showing up consistently and authentically, we demonstrate that the Church is not just a building, but a people who care.
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