twitter-bird-black-on-white1

You won’t find a population of Twitter users that are more entertaining to read than infamous #blacktwitter.  For the longest, #blacktwitter has been provided such greats as hashtags and trending topics that have not only gotten those on Twitter talking, but also mainstream media.  Who can forget such memorable moments like #IfSantaWasBlack and #PaulasBestDishes?

For the longest, the powers that be at Twitter didn’t recognize the machine that is #blacktwitter.  Well that has all changed.  Why not recognize those users that you can make a few millions of their back, while they use a free site?

A recent Wall Street Journal article highlights the diversity campaign that Twitter is going to be undertaking, so that it can allow it’s advertisers do what they do best, improve their target audience and demographics.

From the Wall Street Journal:

Twitter hired marketing veteran Nuria Santamaria to a new position as multicultural strategist, leading its effort to target black, Hispanic and Asian-American users.

Together, those groups account for 41% of Twitter’s 54 million U.S. users, compared with 34% of the users of rival Facebook and 33% of all U.S. Internet users, according to Pew Research Center’s Internet and American Life Project.

Ms. Santamaria says advertisers want to know more about racial and ethnic minorities on Twitter, from basic numbers to the languages in which they tweet. Last month, Twitter began showing ad agencies data from a coming report saying that Hispanics tweet more often than other users and activity among them rises when the conversation is about technology.

But the real money makers are the people who make up #blacktwitter.  According to a September Pew survey, 40% of black Internet users aged 18-29 use Twitter, compared with 28% of whites in that age group. And it’s these people that advertisers want.

 To connect with blacks on social media, “we chose to really what I would say ‘major in Twitter,’ ” says Georgina Flores, director of multicultural marketing at Allstate Corp. For a recent campaign called “Give It Up For Good,” part of an ongoing effort to reach black consumers, Allstate created a dedicated Twitter handle and a Twitter-centric website, and it placed advertisements on Twitter. The campaign’s aim is to encourage blacks to share positive and uplifting stories about the community.

Twitter plays a growing role in Home Depot’s HD  four-year-old “Retool Your School” campaign, which gives grants to historically black colleges for building or renovation, says Monique Nelson, CEO of UniWorld Group, the creative ad agency for Home Depot’s multicultural advertising. For a recent grant, winners were determined partly by the number of mentions of a school on Twitter, Facebook and Instagram. There were 143,000 relevant mentions on Twitter, more than 10 times as many as on Facebook or Instagram.

So the next time you log on to Twitter, and notice more McDonald’s, Cadillac, n0-lye relaxers and cell phone company ads, say thank you to #blacktwitter.

Tags: , ,
Like Us On Facebook Follow Us On Twitter
  • Not really surprised

  • Me

    i don’t remember where i read it that companies don’t ever do philanthropy unless they already have a plan to get a return on that investment. that’s what that “Give It Up For Good” thing sound like to me. then it made me wonder what kinda campaigns they be doing for jewish people and asians and indians (from india)… they got way more money than us but it seem like we the only ones they tryna separate from any duckets we got…

  • Lauren

    Just another way for them to sell us stuff that in many cases we don’t need. This goes to show Black folks have always been trendsetters and the mainstream loves to take their cues from us.