Not only is he tweeting, but he is using it effectively. He has a target audience (media-savvy younger generation) and is using his tweets to focus on a larger message (the Catholic season of Lent). In my work with many non-profit and faith-based groups there is a tendency to dismiss Twitter as a fad. But what if you were to use Twitter and other social media tools to communicate an important message to a group that you have a hard time reaching? What group and what message would you choose? Are you ready to get started? Pope Benedict is.