It seems that the Vatican is desperately trying to reach the world's young people. Last year, it launched a Facebook page and YouTube channel dedicated to Pope John Paul II, both of which now have thousands of followers.
Yesterday, the Vatican announced that it has created a Twitter account for Pope Benedict XVI (@Pontifex), and he will begin Tweeting on Wednesday, Dec. 12.
Will people want to see Tweets from the Catholic pope? Apparently so.
Twitter spokeswoman Rachael Horwitz told CNN that "We see a very high level of engagement with religious and spiritual content: followers respond to these topics with replies, retweets, and clicks on links much more often than they do other subjects."
That the Vatican would want the pope on Twitter makes total sense. After all, other religious leaders like the Dalai Lama and Joel Osteen Tweet to millions of people each day. It's a great way to reach a huge amount of people with your message.
But something about the idea of selling a religion via social media weirds me out.
Still, the pope already has hundreds of thousands of followers, and he hasn't even sent a single Tweet yet. If you ask me, that means the pope's got a pretty strong brand.
Have a question for Pope Benedict XVI? Simply Tweet using the hashtag #askpontifex, and he may just respond! But you've got to do it before Wednesday, Dec. 12, so mark your custom planners today.