On page 200 (in Habits of the High-Tech Heart),  there is something to which I can say “amen” rather than “now wait a minute”.  He writes:

A giving servant seeks to be responsible,  not successful.  A Servant hears the call to responsibility,  listens to those being served,  and then ministers to them….when we divorce our high-tech endeavors from the goal of serving others responsibly,  we become amoral technicians.

It seems that for Christian organizations to be truly serving their “audience” that seeks information and perhaps more,  they must let go of the “success story” and the expectations that online community will happen by itself; and that when it doesn’t it isn’t scrapped as “impractical” or not  promising enough of “sufficient ROI”;   “if we build it,  they will come” isn’t a promising strategy.  It takes real istening,  and it takes some searching to identify with what the users of an online system are seeking.  This is true even for Christian or religious groups that seek to sell resources online.  They MUST fight the good fight of building relationship;   to discover the stories of their users so that they can truly “serve the people” by helping them with the very things which attracted them to the possibility of using the resources in the first place.  It’s not pushing a Product at them.  It’s helping them with the search to find the best resources — often these resources are not Publications but other people.  Publishers will do well to realize that.