In a digital era where reputation is everything, The Church of Jesus Christ of Latter-day Saints has developed a sophisticated strategy to protect its image online. Internal documents obtained by Reuters reveal how the Utah-based faith has been quietly training members to become social media defenders.
The Digital Missionary Programme
According to the investigation, the Mormon Church has established what amounts to a volunteer digital army. These faithful followers are tasked with countering what church officials describe as "misinformation" and presenting a positive portrayal of Mormonism across various online platforms.
The initiative represents a modern twist on the church's long-standing missionary tradition, transferring evangelism efforts from doorsteps to digital spaces. Members receive training on how to effectively engage in online discussions while maintaining their authentic identities as LDS followers.
Strategic Social Media Defence
Church materials outline specific strategies for members participating in this digital defence campaign. The approach emphasises:
- Maintaining authentic personal profiles while representing church views
- Countering negative narratives about Mormonism
- Sharing positive aspects of LDS teachings and community
- Engaging respectfully in online discussions about religion
This coordinated effort reflects the growing importance of social media in shaping public perception of religious institutions. As more conversations about faith move online, the LDS Church has adapted its outreach methods accordingly.
Balancing Transparency and Evangelism
The revelation raises questions about the line between religious freedom and organised digital campaigning. While churches have historically used various methods to spread their message, the scale and coordination of this social media initiative mark a significant development in how religious organisations engage with modern technology.
Church representatives have defended the programme as a natural extension of their evangelism efforts in the digital age. They emphasise that participants are encouraged to be transparent about their faith while engaging in genuine conversations.
As social media continues to evolve as a battleground for public opinion, this initiative demonstrates how traditional institutions are adapting to protect their reputation in an increasingly connected world.
