LDS or Mormon? It depends
Church prefers full name but is accepting more Mormon uses
A HIGH-TECH WORLD
But with the proliferation of the Internet over the past decade, the use of "Mormon" has increased — including by the LDS Church itself.
"The game-changer has been the Internet, because people don't search for 'The Church of Jesus Christ of Latter-day Saints' or 'LDS' or 'Latter-day Saints' — they search for 'Mormon,' " said Otterson. "And if you want your material to be seen, then that's what you're going to have to do."
In recent years, the LDS Church has developed and promoted mormon.org on the web, Mormon Channel for the radio and Mormon Messages for social media such as Facebook and YouTube. The proliferation has continued, ranging from Mormon Times to mormon.tv.
And then there is the SEO factor — search-engine optimization — which Deseret Digital Media's LDS products manager Robert Johnson describes as the process of producing and targeting the content and structure of website information with the goal of elevating one's Internet presence on popular search engines such as Google and Bing.
As a provider of information (such as lds.org and mormon.org) as well as news (newsroom.lds.org) on its own web sites, the LDS Church is equally mindful of the importance of search-engine optimization.
The church, the media and others know that most using search engines to find information on the church are likely typing in "Mormon" rather than "LDS" or the church's full name — the latter two most likely used only by the church's own members.
"Search engines have changed the way we discover news. Over a quarter of the people coming to the Deseret News are referred by a search engine, and the terms (key-word searches) they use are determining how news headlines for deseretnews.com are being written," he said.
He cites the top six LDS-related headlines over the past three and a half years on worldwide Google searches:
"Romney vows Mormon Church would not run White House"
"Mormon Church President Dies at 97"
"Gay activists rally outside Mormon temple in NYC"
"Calendar pokes fun at Mormon mom stereotypes"
"Abstinent Mormon farmers grow barley for beer"
"As you can see," Johnson added, "none of these headlines include the term 'LDS.' "
In order to enhance SEO, Deseret News editors and Deseret Digital Media managers will purposefully put "Mormon" — and even "Mormon Church" in bodies of text and headlines.
"Usage of the term 'Mormon' has two benefits," Johnson said. "One, greater traffic coming to the article due to a higher search rate for the term "Mormon"; two, offering greater visibility of accurate information in regards to the LDS Church."
Postings on the church's newsroom.lds.org site follow the same treatment — with the word "Mormon" often, but not always, inserted deliberately into headlines and article texts.
"It's all about the search engine," said Scott Trotter of LDS Public Affairs. "If we want people to see it, it has to be searched under those terms. But it's a constant battle of putting the full name out there and helping them get it in the right context."
Even with the increased use of "Mormon," where The Church of Jesus Christ of Latter-day Saints tries to draw the line and correct as much as possible is "Mormon Church" as a substitute title — a la Elder Oaks' aforementioned concern.
"That seems to us to have crossed another line," said Otterson, adding "we've pushed back on the use of Mormon Church."
Still, it shows up regularly for different reasons, whether intentional or out of ignorance. And it shows up occasionally even in LDS Church materials — obviously for SEO purposes.
For example, on the home page of the church's own mormon.org web site — used to introduce those unfamiliar with the LDS Church to its principles, practices and people — "Mormon church" can be found three times and the word "Mormon" at least a dozen times total, while the full, formal name is used only twice.
Rather than eliminate any "Mormon" use altogether, it could become even better aligned with The Church of Jesus Christ of Latter-day Saints — seen by some as having brand-like qualities.
"I hate to use the word 'brand' because it sounds so corporate," Otterson said, "but if we have a brand, it ought to be that our people are following Jesus Christ, that we are representing Jesus Christ and his gospel and his teachings in the way we live.
"If that is established as what we want to be known for, then having people associate the word "Mormon" with "Latter-day Saints" and with Jesus Christ makes sense rather than avoid it. You'll never avoid it. So at least let's have people associate the two together."
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