What Freemasons Can Learn from The Pope
I’m what the old guys would call “a tech guy.” What that means to me and what it means to them are two very different things. To them, it means I know how to do something as far as this whole ‘internet thing’ is concerned. While I may get tripped up on the technicalities of specialization of my profession, they’re right about one thing, I’m a millennial through and through.
There’s been a lot of confusion about the word ‘millennial’. I subscribe to a field of thought that views millennials as the post-generation generation. Unlike Generation Y, which is who most people confuse with Millennials, Millennials act in a new way of being human that relies primarily on digital technology as our most natural way to connect with others. That means that it includes any age group, nationality, or culture of human who live and breathe in the digital world as much as they do in the physical.
Millennials, because of our use of technology to connect with others, naturally see the world through a lense that is much broader than people who grew up without a real-time window into the lives of others. Freemasonry across the world has understood that we have “a marketing problem”, however, what many freemasons don’t realize is that you can’t solve it with a new logo or a tagline. We have to adopt new technology in order to speak the new language millennials understand: social media.
For those who don’t really understand why so many social networks exist, the explanation is actually fairly simple. Each social network has its own purpose. Linkedin is ideally used for work connections, Pinterest is used to collect beautiful and inspirational images, Facebook is the place to keep up with friends and acquaintances, Twitter is optimal for connecting with strangers to discuss mutual interests and topics, and Instagram is where we share memories visually. All of these networks help enhance our human experience by connecting with many many more people than we otherwise could.
Jason Silva is someone who I would consider to be an archetype of a 21st century philosopher. This video is a little piece he did that explains the network.
Now comes the interesting phenomenon: following celebrities. People follow them because they want to feel like a part of their life and enjoy in the moments that they feel are special to them. And the oldest celebrity office in the world, the Pope himself, finally joined instagram in March of this year. Frankly, he’s killing it.
Millennials crave authenticity and transparency. These are things that become more and more difficult for institutions as they age, so the Freemasons and the Catholic church face a similar challenge in that regard. However, when an old institution like the Vatican focuses their Instagram account on the humanity of those precious passing moments of the present, old institutions become very relevant.
So my call to action is, every lodge should have someone instagramming, whether they do it personally and include the fact that they are a Freemason in their bio, or by posting on behalf on of their lodge. The focus should be on the fellowship, not the regalia. The secrets of our brotherhood are the bonds between brothers, and everyone can relate to or aspire to that.