UPTOWN Professional Jan 23, 2014

Twitter Looks to Capitalize on Its Users’ Diversity

Courtesy of the Wall Street Journal
Twitter DiversityFor most of its rather short life Twitter rarely mentioned that its user base is more racially diverse than U.S. Internet users as a whole. Now, as a newly minted public company needing to generate revenue, it is moving to capitalize on its demographics.

Twitter is constantly looking at new revenue streams. Its latest quest: Capitalize on demographics. WSJ’s Yoree Koh reports on digits.

In November, Twitter hired marketing veteran Nuria Santamaria to a new position as multicultural strategist, leading its effort to target African American, 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.

Ad agencies are getting more data about how minorities use Twitter.

Marla Skiko, executive vice president and director of digital advertising at Starcom Media-vest Group’s multicultural division, says some advertisers are surprised to learn the demographics of Twitter users. She says Ms. Santamaria’s hiring will help Twitter attract advertisers that appeal to racial and ethnic groups. Until now, she says, “there hasn’t been a champion internally.”

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