Try reading these 95 theses from The ClueTrain Manifesto, a 1999 book about the WWW and marketing, and insert the word "church" instead of "company" or "corporation" ....
Companies that don't realize their markets are now networked person-to-person, getting smarter as a result and deeply joined in conversation are missing their best opportunity.
Companies can now communicate with their markets directly. If they blow it, it could be their last chance.
Companies need to realize their markets are often laughing. At them.
Companies need to lighten up and take themselves less seriously. They need to get a sense of humor.
You can read the whole book online.