Assessment of social media use in church ministry in the Methodist church in Kenya, Nyambene synod

Abstract

The rapid growth of social media has transformed communication and interaction across sectors, including religion, by offering new avenues for evangelism, fellowship, and outreach. In Kenya, religious institutions are increasingly integrating digital tools into their ministry, yet many rural churches continue to face challenges in effectively adopting and utilizing social media for spiritual engagement. This study examined the use of social media in church ministry within the Methodist Church in Kenya (MCK), focusing on the Nyambene Synod—a largely rural context where digital transformation remains uneven. Specifically, the study sought to: (i) assess the level of awareness and adoption of social media platforms among congregants, (ii) evaluate the impact of social media on ministry activities, and (iii) identify challenges affecting its adoption and use for religious purposes. Guided by the functionalist theory, the study employed a mixed-methods research design, integrating both quantitative and qualitative approaches. A sample of 408 respondents—including clergy, lay preachers, church leaders, and members—was drawn through stratified random and purposive sampling. Data were collected using structured questionnaires and semi-structured interviews, and analyzed using SPSS version 21. Descriptive and inferential analyses, including logistic regression, were used to determine relationships between social media use and ministry outcomes. Findings revealed high awareness and individual use of social media among congregants, with WhatsApp and Facebook being the most utilized platforms for church communication and ministry. Younger, male, and leadership respondents exhibited higher adoption levels. Social media was found to enhance evangelism, youth outreach, preaching, and dissemination of church updates, with 95.1% of respondents affirming that it expanded the church’s reach beyond its physical congregation. Logistic regression results indicated that both the variety of online ministry activities and the frequency of social media use significantly influenced positive perceptions of its impact. Nonetheless, the study identified key challenges such as poor internet connectivity— especially in remote areas—limited digital skills among older members, distractions from secular content, and the absence of formal digital ministry policies. The study concludes that social media presents vast opportunities for effective ministry in the Nyambene Synod but remains constrained by infrastructural and capacity limitations. It contributes to the discourse on digital religion by highlighting the dynamics of online ministry in rural church settings. The study recommends that the MCK develop formal social media policies, invest in digital infrastructure, and establish IT/media teams to manage online engagement. Additionally, targeted digital literacy training should be prioritized for women, older congregants, and rural members to enhance participation and reduce digital exclusion. By embracing structured digital strategies and faith-based content management, the church can strengthen spiritual growth, inclusivity, and community outreach in the digital age.