I wanimageted to be sure of the correct protocol when introducing the Archbishop of York, Dr John Sentamu, at a business discussion I am chairing among Cambridge entrepreneurs next week.

So I asked Sheila Rainger, who used to work at Lambeth Palace and is now head of campaigns at the RAC Foundation. She confirmed my thoughts, that "Your Grace" was fine in a formal setting, but that the less formal "Archbishop John" was also acceptable. I think I shall opt for the latter.

Sheila pointed me to Archbishop John‘s latest social media campaign. He has recently launched a very attractive new website where he asks: "Who is your virtual neighbour? Social networkers given guidance to stop, think and act for change this Lent." He is a man very close to my heart when it comes to communications.

It reminded me of the proverb: "If the mountain won’t come to Mohammed, Mohammed must go to the mountain."

The opening comment might be unfortunate timing, bearing in mind the current difficulties the Archbishop of Canterbury is  facing about Sharia law, but the doors are clearly open for discussion on this. And surely it is better to have open doors than closed ones. This is what the Archbishops say:

"This Lent, the Archbishops of Canterbury and York, Dr Rowan Williams and Dr John Sentamu, are calling for ‘good neighbours’ – online and offline – to try out daily suggestions to help create a safer and more pleasant environment in the real world.

"The innovative campaign will use popular social networking websites and blogs to share actions to make the world a better place in small and simple ways. These range from leaving a thank-you note for your postie to going a whole day without gossiping."

It goes on to say:

"Church leaders hope that the online social network group will help develop a community of ‘Love Life Live Lenters’ sharing their experience of following the daily suggestions. In return, Facebook will reward those completing three or more actions a week with the elements to ‘build a neighbourhood’ or ‘grow a garden’ on their profile.

"The latest project is the Church of England’s second initiative involving Facebook. Last Christmas, more than 2,500 users of the social networking site downloaded a special ‘application’ – sponsored by the Church of England – to send virtual Christmas cards to their friends."

Is this the way forward for the church? Social media is certainly a valuable communications tool for businesses. But churches and their diocese have to be profitable and successful organisations too, reaching out to their publics and stakeholders, engaging with them and interacting in order to survive today’s changing world.

I think it is fabulous, a positive way to reach out to younger members. I am so looking forward to meeting Archbishop John. I hope I don’t forget myself and greet him the friendly continental way….