This study examines how Christian churches in Norway use social media. The key finding is that the churches do not take extensive advantage of the opportunities for two-way communication offered by the platforms, but primarily use their social media channels to promote church activities or broadcast content without inviting a dialogue. Based on the churches' own stated appreciation for building relationships, as well as existing research from media and communication studies, media and religion studies, and studies within strategic communication, this article argues for a stronger focus on the ritual and relational aspects of online communication from the church organizations.The tools and strategies for how an organization may communicate with its surroundings have changed significantly after social media became a common part of daily life. In the business world the new media platforms affect behavior such as information acquisition, sharing of opinions and attitudes, post-purchase communication, evaluation, etc. Previously, organizations were, to a high degree, in control of the communication processes they initiated themselves, but in the era of social media, marketing managers' influence on the content, timing, and frequency of information is being severely eroded (Mangold & Faulds, 2009, p. 360). Scholars within the field of integrated marketing communications (IMC) describe the new situation as a new paradigm (Arora & Sanni, 2019;Georgescu & Popescul, 2015;Vernuccio & Ceccotti, 2015) because the practice which has worked well for the past century is no longer reasonable as social media has become such an important marketplace for sharing ideas between organizations and their target audiences, as well as between the members of the audiences themselves.The changes in how communication takes place affect nonprofit organizations as well. This article will examine how Norwegian Christian churches adapt to the new circumstances when it comes to social media. The aim is to point out what practices and purposes churches have when it comes to social media, and how practices can be developed in light of existing research within communication studies, media and religion, as well as strategic communication.The history of Christianity is a two-millennia long story of a church which expands both geographically and numerically. Church history scholar Andrew Walls points to translation and conversion as two significant characteristics within the history of Christianity (Walls, 2000).