I love this commercial. Not because I love Midas, or I have fond memories of my years turning wrenches. Although I do have many fond memories of working as a mechanic and that bay at J&S Service Station back in Ottawa, but I digress.

I love this commercial because it sums up so clearly and succinctly why social media is important in today’s world. It shows clearly the power of social media and peer-to-peer communication, and it also shows what is commonly referred to as brand evangelism, as the customers become the means of advertising your business, services or dare I say your church.

In today’s age most people will Google you first but then also ask for recommendations from their peers. Simply put, it is now a rarity that people will just walk into your building to give you a try, whether you are a mechanic or a church.

Developing a web presence is no longer a luxury, but also what is becoming increasingly clear, as seen by this Midas commercial, is that failing to have a social media presence will leave you and your church years behind.

Eric Qualman describe the ROI on social media simply as this, “your business will still exist in 5 years.” While I think perhaps he is being a wee bit of a sensationalist, he does allude to a very good point. Social media and peer-to-peer communication is the new frontier of advertising. Through social media one is able to build trusting relationships were your own people would be willing to recommend you to their friends.

The growth of your church through social media, therefore, is not about one person, a young priest who Tweets or uses Facebook or Google+ well. It actually becomes about a community, and about all people of the church taking on the role of evangelist and living into the Great Commission.

And that more than anything, is why I love what this commercial and what social media represents.