What Content Marketers Can Learn from Pope Francis’ Twitter Account

Move over Barack Obama – there’s a new sheriff in the Twittersphere.

twitter debate

The leader of the free world has been overthrown by the Vatican’s newly elected Pope Francis, who now stands as the world’s most influential leader on Twitter. The President of the United States still ranks among the top of influential world leaders, though, currently boasting over 34 million Twitter followers (and who can forget when he obliterated Twitter statistics with his iconic “Four more years” tweet during the 2012 U.S. election?)

But alas, Pope Francis has swiftly stolen the spotlight with his English-tweeting account – @Pontifex – which was created back in December of 2002. Not only has the account expanded to encompass an additional eight international profiles, but the Pope is Twitter’s most re-tweeted world leader. While his Spanish-speaking account (@Pontifex_es) received an average 11,116 re-tweets per tweet sent, @Pontifex received an average 8,219.

With only about 20 percent of the followers that Obama has, the account has got to be doing something right – and that means something that content marketers can take to heart. So, naturally, I decided to do some snooping. Here are some things that may come as a shock to you:

How Often You Tweet is Irrelevant

You’ve probably heard from someone somewhere or through some credible source that today’s top brands ensure success and customer engagement by tweeting a certain amount of times per day. Apparently, though, this calculative approach has nothing to do with becoming an influential thought leader (which, by the way, is the purpose of which your content should be serving).

Here’s Why:

Some quick research on my half shows that over the course of the last full week, President Obama tweeted an average 13.8 times per day, peaking at an unbelievable 45 tweets on  the most active day and only two tweets on the lowest. Meanwhile, the big “P” only tweeted an average of 2.8 times per day, making his weekly total less than half of that tweeted by President Obama in one day. This just goes to show that how often you tweet doesn’t hold as much weight as you may think it does for your content marketing strategy.

You Need to Share Your Personality

While it’s safe to say that both Twitter accounts are run by trusted members of each world leader’s social media committee, the atmosphere of each drastically varies. For all you know, you could be tweeting away all the wrong things – and seriously hurting your content marketing strategy as a result.

Here’s Why:

President Obama’s tweets mainly consist of quotes, facts and statistics that are shared in the third person, making the account seem a bit distant and unrelated. For example, Obama today tweeted:

obama tweet

Meanwhile, Pope Francis was tweeting away his feelings about the 14th annual World Youth Day 2013, which took place last week from July 23-28.

pope francis

Because of this, I noticed that Pope Francis’ comments were more conversational than the President’s, which inevitably opens the floor for better communication and establishing a better community of followers.

One response

  1. […] industry has its own set of respected experts. For example in the sports industry, there are a number of industry players from ESPN’s Adam […]

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