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Using hobby websites for appropriate friendship evangelism
One of the key ways to engage with non-seeking outsiders is through a mutual interest or personal need. Hobby websites are therefore a great way of building redemptive relationships. Yet such sites are vanishingly rare.

http://internetevangelismday.com/blog/archives/9903

Wilbur Schramm principle of common interest communication is a Bible strategy for Christians
There are a number of theories of communication, often quite complex to grasp. (Some are explained here.) They are nevertheless helpful to us in understanding how messages are transmitted and received. Rather than being ‘psycho-babble’, they often demonstrate human truths which are also clearly given us in the Bible.

http://internetevangelismday.com/communicate.php