Social Media and Missionary Work: Increasing Missionary Efforts Online through a Multi-Frame Analysis of Missions of The Church of Jesus Christ of Latter-Day Saints

Social media is a tool widely used by many organizations for purposes of spreading ideas, influencing users politically, and promoting products for purchase. Among the ideas spread on social media is religious belief, a task undertaken by religious officials and members alike, in both widespread and personal communication. The Church of Jesus Christ of Latter-Day Saints has promoted its religion online for years through official webpages and the testimonies of members, but now seeks to spread knowledge of its beliefs and increase membership by involving its full-time missionaries on Facebook and Instagram. The initiative to add online-proselytizing to a missionary’s list of duties began in 2020 at the onset of the COVID-19 pandemic and has been through multiple changes to arrive at the present function of social media in full-time missionary work. Despite these positive changes, missionaries still feel that they lack the necessary knowledge and skills to conduct productive conversations online that lead to opportunities to share their message. Two separate missions are analyzed through Bolman & Deal’s Four Frames to gain a complete perspective of missionary work through social media and how it can be improved. By implementing visual symbols that relate to the importance of social media missionary work and increasing the social media training that missionaries receive, they would feel better prepared to host conversations on online platforms and share their messages. Additionally, by updating the leadership position associated with social media in a mission, more missionaries would ultimately gain expertise in this skill and better fulfill their purpose as missionaries.