Ear Hustle

Twitter Acknowledges #blacktwitter So It Can Make More #Money


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

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.





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