Orchestrating Pope Benedict XVI's debut on Twitter is a part of the micro blogging platform's powerful and low-cost strategy to expand its influence and rack up more users, according to a report.
Providing the white-glove coaching to top Catholic leaders is Claire Diaz-Ortiz, Twitter's pontiff recruitment chief, who has been in Rome for the past week to make sure the holiest of new members, @pontifex, becomes a social-media success.
According to the Washington Post, it is the site's strategy to attract more users by getting the world's biggest names in sports, Hollywood, government and religion onto the Internet's leading megaphone for self-promotion.
In the six years since its launch, Twitter has amassed a voluntary corps of famed faces that includes Microsoft co-founder Bill Gates, President Barack Obama, the Dalai Lama, Neil Young and Snooki of 'Jersey Shore' reality television fame.
According to the paper, these ambassadors create a butterfly effect of interest that has fueled the San Francisco company's explosive growth to 140 million active users.
Experts believe that the participation of such stars can spell big returns for Twitter, a private company that one day hopes to turn all of its users' information into financial returns through advertising and selling analytical information, the paper said. (ANI)