Facebook Social Media Evangelism in Action

The Adventist Church in Brazil is using Facebook social media networking as an effective means of evangelism outreach. Here below is an article, first published in the Adventist World magazine, describing this pioneering ministry that was started by Adventist layperson Roberto Roberti, who is a police officer in his regular job. In his spare time, Roberto is a moderator for the Portuguese language version of the South American Division's page on Facebook.

Brazil Baptizes Dozens Through Facebook

Roberto Roberti in lobby of Brazil Media CenterBy day, Roberto Roberti is a police officer. By night—and every other chance he gets—he browses the most popular Facebook page in the Seventh-day Adventist Church, replying to readers’ comments and questions. His volunteer work on the Portuguese-language Facebook page of the South American Division has resulted in 45 baptisms since last July.  Roberti, 42, cuts an imposing figure: tall, muscular, with a determined thrust to his jaw. You wouldn’t want to mess with him on the street, even when he’s off duty in the suburbs of São Paulo, Brazil. But Roberti also has a gentle smile and a deep baritone voice that quickly gain people’s confidence. Crucially, he also knows the intricacies of winning hearts online. His secret?  Replying to people’s questions immediately, he said. “People using the Internet want quick answers,” Roberti said. “A growing number of people have been asking questions on Facebook after I started this job. The secret is that I answer very quickly.”


Adventist believers in South America are known within the world church for their innovative use of technology to share the gospel. But Roberti is on the front lines of what he views as a largely untapped gold mine: simply responding to users’ comments on Facebook. He and three fellow volunteers have their work cut out for them. With nearly 1.1 million likes, the Portuguese-language Facebook page of the South American Division is the most followed Facebook page in the Adventist Church. The page focuses mainly on Brazil, while the division also has a Spanish-language page for the other countries in its territory. Nearly 200 people have been baptized through the combined work of Roberti and the other three volunteers since January 2015.


Involved Shortly After His Baptism
Roberti, a police officer for 22 years, said he got involved with Adventist social media shortly after his baptism in 2010 because he wanted to spare other people the fears that he had experienced in reading the Bible for the first time. “I wanted to share the new hope that I had learned in the Adventist Church with others,” he said, speaking on the sidelines of a recent conference of Adventist communications specialists from across South America, held in São Paulo. He says when people leave a message on Facebook, and if they show interest in more information, he offers Bible studies by e-mail. The work can be time-consuming. He writes about 100 messages a day, about half on Facebook and the rest in follow-up inquiries and Bible studies by e-mail. Many of the people who post questions on Facebook are millennials, and they speak in e-mail conversations about being depressed, suicidal, or desperate to escape broken families. Replying quickly is key on Facebook, he said. Roberti, who is married and has three children, wakes up early to check Facebook and a Gmail account that the church uses for social media correspondence.


One morning he found that a young woman, Elena, had written on Facebook that she wished to get baptized. Less than two hours after she wrote, he had replied with an invitation to begin preparatory Bible studies by e-mail. About four months later, she was baptized. Meanwhile, two other young women saw Elena’s Facebook post and left comments expressing their own interest in baptism. Roberti also invited them to study the Bible. Both are now baptized members of the Adventist Church. Elena is among the three moderators who work with Roberti on the division’s Facebook page. Roberti is training 20 more people to work as moderators, all of whom were baptized after reaching out to the Adventist Church via Facebook.


The Whole Congregation of a Small Church Gets Baptized
Roberti witnessed a remarkable conversion shortly after he began to work on Facebook that he said confirmed the importance of his work. A married couple living in a city with no Adventist church in Brazil’s southern state of Santa Catarina posted a question about the Bible. Roberti immediately invited them to study the Bible by e-mail. When the topic reached the seventh-day Sabbath, the couple began pressing their pastor to explain why their church worshiped on Sunday. Soon, the church’s other 28 members joined in the discussion, besieging the pastor with Sabbath questions. “He couldn’t answer,” Roberti said. “He eventually left the city. He just abandoned the church.”  Roberti then contacted an Adventist pastor who lived near the city. The pastor visited the church and spoke with the members. All 30 members asked to get baptized. Roberti wept when he heard the news. “It was the same as whenever I hear that one of my Bible students wants to get baptized,” he said. “I started crying. It was all by God’s power that this happened.”

The above story was authored by Andrew McChesney and first published in the July 2016 NAD edition of Adventist World.

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