The “secret project” that I mentioned in my post is now live: http://www.lifeway.com/openaccess

You can follow the project on our twitter as well: http://www.twitter.com/openaccess

Thanks!

Tony -

Actually, LifeWay has been playing in the social media space for quite a while. ThreadsMedia.com has has flickr, youtube and facebook accounts since they launched, the Pastors area and Student area both have twitter accounts, we’ve got video interviews with employees on several media sites, and there are a dozen or so employees (like myself) who regularly blog about the going ons here at LifeWay.

The issue is using the social media tools in the right way; being authentic users of the technology and not just jumping on the latest fad. It’s a homegrown approach to using the tools, so there isn’t much (if any) tooting our own horn with press releases and the like, so it’s easy for people to miss what we’re doing in these areas.