When the apostle Paul addressed the Athenians at Mars Hill in Acts 17, he was going to present a completely different way of looking at God than anything his audience had ever encountered. To provide context for his sharing and find a way to build relationships, Paul used a common communication device of finding an Athenian cultural symbol—the altar to the unknown god. Upon this concept he built his presentation about the knowability of the one true God.
Using the symbols of your local culture creates a relationship bridge to share the truths of Jesus Christ. Nowhere is this more important than in the social media outreach of the church. Many people have no idea about the language of the church, so by using the local cultural symbols, a shared language can be used to introduce the truths of the Gospel.
Take some time and find these symbols. It can be a community slogan, a local historical event, or events well-known in the community. Find the truth of God in these symbols and what needs they are seeking to meet. Then address those needs from a biblical worldview through social media to build strong online relationships that can foster real-life encounters.