black twitter: real and influential
TRANSCRIPT
B L AC K T W I T T E R
fuels a newconsciousness & movement among black millennials
12% NON-HISPANIC WHITES
14% HISPANICS
black millennials are more lIkeLY to follow
I N F A C T M O R E T H A N O N E Q U A RT E R
28 %OF AFRICAN-AMERICAN
ADULT INTERNET-USERS
TWEET, COMPARED WITH 11 %18-34 YEAR OLDS SPENT
11% MORE TIME ON
TWITTER THAN THOSE
35-44 & 45-64 COMBINED
37.2 PERCENT OF BLACK STUDENTS USE TWITTER COMPARED TO 20 . 1% OF WHITE STUDENTS
A S A R E S U LT
each other on Twitter in order to affirm their beliefs and spark interpersonal conversations.
BLACK TWITTER EMERGED AS A POWERFUL COMMUNITY WITHIN TWITTERIT SERVES AS A SOCIAL EXPERIENCE, WHERE BLACK USERS GATHER TO EXPRESS THEIR INDIVIDUAL VIEWS &
GENERATE ENORMOUS CULTURE CAPITAL. “WE CAN BE OURSELVES.”
CONSCIOUSNESS SATISFACTIONDREAM DEFENDERS HAS THE “MIDAS TOUCH”
PAULA DEEN
ZIMMERMAN JUROR’S BOOK DEAL
ARMANI
Helped promote the Dream Defenders, an organization of young millenials focused on social justice issues that especially effect Black and Brown people
Black Twitter expressed outrage over a potential book deal with a Zimmerman juror.
Helped increase viewership for ABC’s Scandal and BET’s The Game
Dissatisfaction surrounding Paula Deen controversy sparked #toosoon Twitter frenzy
Black Twitter called out Armani Team for not knowing Idris Elba from Alfre Woodard
and
FAST COMPANY & BLACK WOMENBlack Twitter calls out Fast Company for not including any women of color on their ’25 Smartest Women on Twitter List’
BLACKTWITTERON BLACKTWITTER.COM
CHATTERATI ON THEROOT.COM
UNFORTUNATELY TENDS TO BE MORE STEREOTYPICAL OF
BLACK TWEETERS
WE PREFER CHATTERATI WHICH BOASTS A SELECT GROUP OF
TWITTER USERS
marketSpeak™
A snapshot of a closer look into consumer segments
On Chatterati, you will find influential users such as Black academics, celebrities, techies
and forward thinking Black Tweeters that curate the top hashtags, popular stories
and retweets.
PEPPER MILLER AND THE HUNTER-MILLER GROUP PRESENTS MARKETSPEAK™
INFLUENCEBlack Twitter is highly influential. It fuels
awareness about social justice and expresses satisfaction with brands, service or events.
DECEMBER 2013
@PEPPERMILLER
HUNTERMILLERGROUP.COM
BLACK STILL MATTERS I N M A R K E T I N G
“When Pepper Miller writes a book “best practices” change... Here are clear directions on how to engage and grow and prosper -- and how to get your management on board. You need this market. You need this book.” --MICKEY BRAZEAL, PROFESSOR, ROOSEVELT UNIVERSITY, CHICAGO
LEARN MORE & GET YOUR COPY BLACKSTILLMATTERS.COM
BLACK TWITTER WIKIPEDIA - http://en.wikipedia.org/wiki/Black_TwitterDREAM DEFENDERS - http://dreamdefenders.org
“MIDAS TOUCH” - http://www.npr.org/blogs/codeswitch/2013/05/18/184859810/scandal-preposterous-unmissable-importantPAULA DEEN - http://www.theroot.com/blogs/the_grapevine/2013/07/paula_deens_twitter_black_twitter_makes_fun_of_toosoon_tweet.htmlBLACK ENTERPRISE ON FAST COMPANY - http://www.blackenterprise.com/technology/black-twitter-reaction-25-smartest-women-on-twitter-fast-company/ARMANI - http://www.huffingtonpost.com/2013/11/19/armani-instagram-fail-black-twitter-attacks_n_4302110.htmlZIMMERMAN BOOK DEAL - http://madamenoire.com/286712/black-twitter-forced-agent-to-drop-zimmerman-juror-book-deal/CHATTERATI - http://www.theroot.com/the-chatterati
BLACKTWITTER.COM - http://blacktwitter.com/
Black Twitter has a Wikipedia page, and this establishes its history,
influence and credibility.
marketSpeak™
A snapshot of a closer look into consumer segments
Market Speak is a compilation of statistics, primary and secondary research and insights from The Hunter-Miller Group. The Hunter-Miller Group is a market research, and strategic planning firm that helps corporations positively advance their products and messages to diverse markets, with a special focus on African-Americans. We invite your comments and suggestions and encourage you to send us names of others to add to our mailing list for this free publication. Contact us at 773-602-1620 or email us at [email protected].
Research contributors: Janeen Foriest and Hasani Smith. Designed by Allenhaus. © The Hunter-Miller Group, Inc. All rights reserved.
THEROOT.COM - PATRICE WILLIAMS, 2013PEW INTERNET & AFRICAN AMERICAN LIFE 5/31/2012NIELSEN, 2013 AFRICAN AMERICAN CONSUMER REPORT: RESILIENT, RECEPTIVE AND RELEVANT SOCIAL MEDIA: WHO TWEETS? BY CHRISTOPHER SHEA, THE WALL STREET JOURNAL, MAY 21,2011BLACKENTERPRISE.COM - ‘THE CHATTERATI’ TOOL BRINGS WORD ON THE STREET INTO THE 21ST CENTURY, JANEL MARTINEZ 9/18/2013
B L AC K T W I T T E R
fuels a newconsciousness & movement among black millennials
12% NON-HISPANIC WHITES
14% HISPANICS
black millennials are more lIkeLY to follow
I N F A C T M O R E T H A N O N E Q U A RT E R
28 %OF AFRICAN-AMERICAN
ADULT INTERNET-USERS
TWEET, COMPARED WITH 11 %18-34 YEAR OLDS SPENT
11% MORE TIME ON
TWITTER THAN THOSE
35-44 & 45-64 COMBINED
37.2 PERCENT OF BLACK STUDENTS USE TWITTER COMPARED TO 20 . 1% OF WHITE STUDENTS
A S A R E S U LT
each other on Twitter in order to affirm their beliefs and spark interpersonal conversations.
BLACK TWITTER EMERGED AS A POWERFUL COMMUNITY WITHIN TWITTERIT SERVES AS A SOCIAL EXPERIENCE, WHERE BLACK USERS GATHER TO EXPRESS THEIR INDIVIDUAL VIEWS &
GENERATE ENORMOUS CULTURE CAPITAL. “WE CAN BE OURSELVES.”
CONSCIOUSNESS SATISFACTIONDREAM DEFENDERS HAS THE “MIDAS TOUCH”
PAULA DEEN
ZIMMERMAN JUROR’S BOOK DEAL
ARMANI
Helped promote the Dream Defenders, an organization of young millenials focused on social justice issues that especially effect Black and Brown people
Black Twitter expressed outrage over a potential book deal with a Zimmerman juror.
Helped increase viewership for ABC’s Scandal and BET’s The Game
Dissatisfaction surrounding Paula Deen controversy sparked #toosoon Twitter frenzy
Black Twitter called out Armani Team for not knowing Idris Elba from Alfre Woodard
and
FAST COMPANY & BLACK WOMENBlack Twitter calls out Fast Company for not including any women of color on their ’25 Smartest Women on Twitter List’
BLACKTWITTERON BLACKTWITTER.COM
CHATTERATI ON THEROOT.COM
UNFORTUNATELY TENDS TO BE MORE STEREOTYPICAL OF
BLACK TWEETERS
WE PREFER CHATTERATI WHICH BOASTS A SELECT GROUP OF
TWITTER USERS
marketSpeak™
A snapshot of a closer look into consumer segments
On Chatterati, you will find influential users such as Black academics, celebrities, techies
and forward thinking Black Tweeters that curate the top hashtags, popular stories
and retweets.
PEPPER MILLER AND THE HUNTER-MILLER GROUP PRESENTS MARKETSPEAK™
INFLUENCEBlack Twitter is highly influential. It fuels
awareness about social justice and expresses satisfaction with brands, service or events.
DECEMBER 2013
@PEPPERMILLER
HUNTERMILLERGROUP.COM
BLACK STILL MATTERS I N M A R K E T I N G
“When Pepper Miller writes a book “best practices” change... Here are clear directions on how to engage and grow and prosper -- and how to get your management on board. You need this market. You need this book.” --MICKEY BRAZEAL, PROFESSOR, ROOSEVELT UNIVERSITY, CHICAGO
LEARN MORE & GET YOUR COPY BLACKSTILLMATTERS.COM
BLACK TWITTER WIKIPEDIA - http://en.wikipedia.org/wiki/Black_TwitterDREAM DEFENDERS - http://dreamdefenders.org
“MIDAS TOUCH” - http://www.npr.org/blogs/codeswitch/2013/05/18/184859810/scandal-preposterous-unmissable-importantPAULA DEEN - http://www.theroot.com/blogs/the_grapevine/2013/07/paula_deens_twitter_black_twitter_makes_fun_of_toosoon_tweet.htmlBLACK ENTERPRISE ON FAST COMPANY - http://www.blackenterprise.com/technology/black-twitter-reaction-25-smartest-women-on-twitter-fast-company/ARMANI - http://www.huffingtonpost.com/2013/11/19/armani-instagram-fail-black-twitter-attacks_n_4302110.htmlZIMMERMAN BOOK DEAL - http://madamenoire.com/286712/black-twitter-forced-agent-to-drop-zimmerman-juror-book-deal/CHATTERATI - http://www.theroot.com/the-chatterati
BLACKTWITTER.COM - http://blacktwitter.com/
Black Twitter has a Wikipedia page, and this establishes its history,
influence and credibility.
marketSpeak™
A snapshot of a closer look into consumer segments
Market Speak is a compilation of statistics, primary and secondary research and insights from The Hunter-Miller Group. The Hunter-Miller Group is a market research, and strategic planning firm that helps corporations positively advance their products and messages to diverse markets, with a special focus on African-Americans. We invite your comments and suggestions and encourage you to send us names of others to add to our mailing list for this free publication. Contact us at 773-602-1620 or email us at [email protected].
Research contributors: Janeen Foriest and Hasani Smith. Designed by Allenhaus. © The Hunter-Miller Group, Inc. All rights reserved.
THEROOT.COM - PATRICE WILLIAMS, 2013PEW INTERNET & AFRICAN AMERICAN LIFE 5/31/2012NIELSEN, 2013 AFRICAN AMERICAN CONSUMER REPORT: RESILIENT, RECEPTIVE AND RELEVANT SOCIAL MEDIA: WHO TWEETS? BY CHRISTOPHER SHEA, THE WALL STREET JOURNAL, MAY 21,2011BLACKENTERPRISE.COM - ‘THE CHATTERATI’ TOOL BRINGS WORD ON THE STREET INTO THE 21ST CENTURY, JANEL MARTINEZ 9/18/2013
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