As explained in this story and also here, churches are very active in online social media. About half of all churches actively use Facebook, and the percent is larger for larger congregations and for congregations in cities and suburbs. Online social media are used to do many things, including distributing news and fostering interaction among members. Nearly half of all pastors surveyed use Facebook.
Online social media enhance interpersonal connections, and in our terminology constitute a form of social capital. Because social capital is an important component of religious capital, it is no surprise, then, that churches would want to be engaged in social media. It does, however, raise questions about what is the proper way for churches and adherents to use social media. The Pope, for example, recently called for those participating online to adopt what he called a "Christian style presence" of honesty and responsibility and warned against false online profiles. See here and here.