They also noted the need to recognize the Church's diversity, including the growing Hispanic community, in social media outreach.
Terry Mattingly, author of the syndicated column On Religion and the blog Get Religion, observed that much of the Catholic media is currently reaching those who already agree with the Church.
"The blogs at this point are serving as a form of continuing education and debate forum for the people who care about Catholicism the most," he said, explaining that while this use of digital media is important, it is limited and will not draw in those who are not already looking for it.
He urged the bishops to consider offering a broad range of materials online – such as film reviews, dating advice and parenting information – and to consider how to reach non-Catholics through secular sources such as entertainment and media.
Catholic journalist and blogger Mary DeTurris Poust noted that while there has been a decrease in Google searches including the phrase "Catholic," there has been an increase in searches related to spirituality and religion.
"People are searching," she said. "They're just not searching for us."
Part of the response to this must be an aggressive use of social media, with a constantly updated and evolving online presence, she said, adding that it is critical to listen to millennials who say they want entertainment and excitement, because this trend is not simply a passing fad, but the future of communications.
"Today, like it or not, I think Facebook is the new parish hall," Poust explained.
When used properly, social media outlets provide good opportunities for both catechesis and ministry, she said, pointing to recent uses of Facebook and Twitter in the aftermath of Hurricane Sandy to check in on other people, find information and offer assistance.
"We can't look at that as a luxury anymore," she said. "It's a necessity."
Michelle La Rosa is deputy editor-in-chief of Catholic News Agency. She has worked for CNA since 2011. She studied political philosophy and journalism at the University of Dallas.