The Twitter 41 % : What Twitter?s Diversity Means for Brands

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The Twitter ?41 %: What Twitter?s Diversity Means for Brands


In today’s global and internet connected world, marketing products and services needs new and innovative ways to reach the massively diverse markets scattered across the planet.

For decades, companies and marketers had very little information on how to go about this dilemma. The use of social media networks have attracted marketing practitioners because of its global reach and speed of information dissemination.


The usual practice however is to blindly utilize the tools that have the most reach, but, without targeting the sought after diverse market or consumer demographic.

Recently however, market research conducted and released by the Pew Research Center featured data pertaining to the user demographics of social media tools.

The research revealed that Twitter, one of the top ranking if not the leader in micro blogging tools, has a very diverse demographic user base. Twitter, according to the Center, ranked higher than leading social networks like Facebook and LinkedIn when it comes to diversity.

With this information, Twitter has seized upon the opportunity by hiring Nuria Santamaria, a strategist for multicultural markets and consumers, in order to highlight Twitter’s advantage in marketing to multicultural demographics.

Santamaria is tasked to focus marketing efforts on African-American, Hispanic, and Asian-American ?Tweeters? that comprise 41% of the 54 million user Twitter base in the United States of America.


Twitter is aspiring that with this move, they will achieve leader status as a marketing tool when it comes to companies that want to target these multicultural diverse 41% of the US market Twitter base, as well as expand the reach of products and services to new segments of the marketplace.

Marketing experts noted that with Twitter, messages directly aimed at ethnically diverse consumers will result in a more active engagement between marketer and customer. Messages directly aimed at a specific consumer can provide information and assistance on specific needs and concerns. Experts added that it is expected that marketers in Twitter will even attempt to send and communicate in the ethnic language of the Twitter user.


Industry pundits also expect that with the release of these data, competing social network tools, particularly Facebook and LinkedIn, will be pouring a lot of research efforts in finding out why Twitter outperforms them in reaching out to the ethnically diverse population.


Social ?groups? within Twitter like ?Black Twitter? is a testament to the advantages of ethnically focused messaging or campaigns. ( Black Twitter is described in Wikipedia as ? a cultural identity on the Twitter social network focused on issues of interest to the black community, particularly in the United States. Feminista Jones described it in?Salon?as “a collective of active, primarily African-American Twitter users who have created a virtual community … [and are] proving adept at bringing about a wide range of sociopolitical changes.?

Will this be the start of more diverse multicultural ?groups? in Facebook and other social networks?

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