Marketing to Women: The Pope and Twitter?

December 5, 2012 § Leave a comment

I love Twitter.  I have always loved the way it seems like running headlines from the lives of people around the world.  Very business-like one minute and intimate or goofy the next.  Usually not the preferred social media for older folks.  But hold on – His Holiness Pope Benedict XVI just announced he was joining the throngs of Tweeters like Lady Gaga, Justin Bieber and Taylor Swift.  I can’t wait to see what the Pope has to say.

Screen Shot 2012-12-05 at 6.10.02 PM And before the octogenarian has posted his first tweet, he already has 500,000 followers.  His handle is @pontifex.  His first tweet will be December 12 if you want to mark your calendar.

According to the New York Times, “Benedict’s posts will go out in Arabic, English, French, German, Italian, Polish, Portuguese and Spanish.  The messages will mostly feature the contents of the pope’s speeches at his weekly general audience and Sunday blessings, as well as homilies on major holidays and reaction to major world events, like natural disasters.”

Seems even the Vatican has embraced social media to get their message out to their flock.  The Pope will be successful because he already has a built-in audience, even if the younger ones are not as regular at mass anymore.  This new medium will allow him to reach that audience on their terms.  Oh, and in six years Twitter has amassed 500 million users, has an incredible immediacy of communication and is used in countries where free expression is not the norm.

The Pope is on to something.  The church is losing young people as they launch in life.  And Twitter is ripe with a 400% growth in Twitter usage by 18-24 year olds.  And since 53% of the users are women and they influence the religious habits of the family, it is a good gender choice..  

 The demographics tend to skew young as shown in this chart which also shows the amazing growth in the younger demo.



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