A clear sign that social media's presence cannot be ignored can be seen in the Vatican's interest in developing its own social-media identity. Today, bishops from across Europe met at a special conference with various executives from Facebook, Google, Wikipedia and YouTube. Additionally, the Pope released an app earlier this year called H2Onews, which is sponsored by the Pontifical Council for Social Communications. H2ONews includes writings, audio and video news. The Pope also has a Facebook, a YouTube channel and Wiki.
My initial reaction to reading about these developments bordered on incredulity. However, when I think about this situation in more detail, I find myself thinking that I shouldn't be surprised.
According to examiner.com,"Observers are speculating this educational conference is in actuality an attempt to more closely monitor the development and spread of the church's persona and overall message."
The Vatican does have a vested interest in what is being said about the Pope and the day-to-day activities of the Vatican itself. Not to sound as if I am saying that the Vatican is a business, but their goal in venturing into the world of social media is not unlike that of many of the businesses that currently subscribe to the multitude of social media platforms.
The fact that such a highly-respected religious leader understands the importance of social media speaks to the fact that social media is something that should not be ignored.
Social media should be embraced. It should not be threatening. However, all social media strategies deserve the same level of attention to planning and implementation as other public relations strategies.
The only question that remains is: What will Pope Benedict XVI tweet about?
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