Giovanna Chirri, the reporter who broke the news of the Pope’s resignation, got the scoop ahead of other journalists because she understood the Latin in which the Pope made his announcement. She tweeted the news as others waited for the official translations to come from the Vatican.
Of course, this was an exceptional set of circumstances. I doubt there will be a sudden rush on Latin text books. But it does illustrate a point: to be understood by an audience, you must speak the same language.
English is the world’s most spoken language, and the language that has become the default for global businesses. It’s usually the starting point for campaigns both online and offline.
But while English is the most spoken language online, it only accounts for a quarter of all social content.