The Pope's winning social media strategy

In this digital age, companies will pay thousands of pounds for a winning social media strategy, cooked up by bright young things in swish start-up offices in our metropolitan centres.

But the rules on best practice may have to be rewritten now that Pope Benedict XVI (followers: 672,576, and that's just for his English language account) has sent his first tweet. Because, really, your mundane 140 character messages are pretty worthless if they're not sent at a special ceremony before an audience of thousands gathered specifically to watch you do it.

Pope Benedict XVI Sends First Tweet from Rocco Palmo on Vimeo.