Social Media and Church: What are you trying to do?

The single most important thing to me when deciding how your church should use social media is to ask your self "What am I trying to do?". Are you trying to be cool? Are you trying to change the way people think in your church? Are you trying to communicate better? Are you trying to save money? Are you trying to reach new people? There are so many ways to communicate things to the people of your church. There are paper bulletins, announcement slides, verbal service announcements, blogs, twitter, Facebook, email, YouTube and probably several others that I have forgotten. It has been said many times that for businesses that social networking is a strategy. It takes planning and research to know if you should use social media to communicate. It takes knowing the people who come to your church as well as knowing your community. For that matter it takes knowing who you trying to communicate with. It takes trail and error. The most important thing it takes is knowing what your are trying to accomplish. So what is your stategy? What are you trying to do through social media?