The document analyzes Black Twitter and its influence. It finds that Black millennials are more likely to use Twitter to connect and discuss issues. As a result, Black Twitter has emerged as a powerful community where users express views and generate discussion about social justice issues and cultural events. Black Twitter has also shown its influence in promoting organizations, raising awareness of controversies, and increasing viewership of TV shows.

1. marketSpeak
™
A snapshot of a closer look
into consumer segments
marketSpeak
DECEMBER 2013
™
A snapshot of a closer look
into consumer segments
PEPPER MILLER AND THE HUNTER-MILLER GROUP PRESENTS MARKETSPEAK™
DECEMBER 2013
B L AC K T W I T T E R
PEPPER MILLER AND THE HUNTER-MILLER GROUP PRESENTS MARKETSPEAK™
fuels a new
consciousness & movement among black millennials
B L AC K T W I T T E R
fuels a new
consciousness & movement among black millennials
black millennials are more lIkeLY to follow
each other on Twitter in order to affirm their beliefs
and spark interpersonal conversations.
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
12% NON-HISPANIC WHITES
14% HISPANICS
11%
black millennials are more lIkeLY to follow
each other on Twitter in order to affirm their beliefs
and spark interpersonal conversations.
18-34 YEAR OLDS SPENT
11% MORE TIME ON
TWITTER THAN THOSE
35-44 & 45-64 COMBINED
I N F A C T M O R E T H A N O N E Q U A RT E R
28%
11%
OF AFRICAN-AMERICAN
ADULT INTERNET-USERS
TWEET, COMPARED WITH
12% NON-HISPANIC WHITES
14% HISPANICS
18-34 YEAR OLDS SPENT
11% MORE TIME ON
TWITTER THAN THOSE
35-44 & 45-64 COMBINED
37.2 PERCENT OF BLACK STUDENTS
U S E T W I T T E R C O M PA R E D TO 2 0 . 1 % O F W H I T E S T U D E N T S
37.2 PERCENT OF BLACK STUDENTS
U S E T W I T T E R C O M PA R E D TO 2 0 . 1 % O F W H I T E S T U D E N T S
A S A R E S U LT
BLACK TWITTER EMERGED AS A POWERFUL COMMUNITY WITHIN TWITTER
A S A R E S U LT
IT SERVES AS A SOCIAL EXPERIENCE, WHERE BLACK USERS GATHER TO EXPRESS THEIR INDIVIDUAL VIEWS &
GENERATE ENORMOUS CULTURE CAPITAL. “WE CAN BE OURSELVES.”
BLACK TWITTER EMERGED AS A POWERFUL COMMUNITY WITHIN TWITTER
I NFLUENC E
IT SERVES AS A SOCIAL EXPERIENCE, WHERE BLACK USERS GATHER TO EXPRESS THEIR INDIVIDUAL VIEWS &
GENERATE ENORMOUS CULTURE CAPITAL. “WE CAN BE OURSELVES.”
Black Twitter is highly influential. It fuels
awareness about social justice and expresses
satisfaction with brands, service or events.
Black Twitter has a Wikipedia page,
and this establishes its history,
influence and credibility.
I NFLUENC E
Black Twitter is highly influential. It fuels
awareness about social justice and expresses
satisfaction with brands, service or events.
CONSCIOUSNESS
Black Twitter has a Wikipedia page,
and this establishes its history,
influence and credibility.
SATISFACTION
and
DREAM DEFENDERS
Helped promote the Dream Defenders, an
organization of young millenials focused on
social justice issues that especially effect Black
and Brown people
CONSCIOUSNESS
and
DREAM DEFENDERS
ARMANI
Black Twitter called out Armani Team for not
knowing Idris Elba from Alfre Woodard
FAST COMPANY & BLACK WOMEN
PAULA DEEN
ZIMMERMAN JUROR’S BOOK DEAL
Dissatisfaction surrounding Paula Deen
controversy sparked #toosoon Twitter frenzy
Helped increase viewership for ABC’s Scandal
and BET’s The Game
Black Twitter expressed outrage over a potential
book deal with a Zimmerman juror.
HAS THE “MIDAS TOUCH”
Helped promote the Dream Defenders, an
organization of young millenials focused on
social justice issues that especially effect Black
and Brown people
PAULA DEEN
ZIMMERMAN JUROR’S BOOK DEAL
SATISFACTION
HAS THE “MIDAS TOUCH”
Dissatisfaction surrounding Paula Deen
controversy sparked #toosoon Twitter frenzy
Black Twitter calls out Fast Company for not
including any women of color on their ’25
Smartest Women on Twitter List’
Helped increase viewership for ABC’s Scandal
and BET’s The Game
Black Twitter expressed outrage over a potential
book deal with a Zimmerman juror.
ARMANI
Black Twitter called out Armani Team for not
knowing Idris Elba from Alfre Woodard
FAST COMPANY & BLACK WOMEN
Black Twitter calls out Fast Company for not
including any women of color on their ’25
Smartest Women on Twitter List’
BLACKTWITTER
CHATTERATI
ON BLACKTWITTER.COM
UNFORTUNATELY TENDS TO
BE MORE STEREOTYPICAL OF
BLACK TWEETERS
BLACKTWITTER
ON BLACKTWITTER.COM
UNFORTUNATELY TENDS TO
BE MORE STEREOTYPICAL OF
BLACK TWEETERS
CHATTERATI
ON THEROOT.COM
WE PREFER CHATTERATI WHICH
BOASTS A SELECT GROUP OF
TWITTER USERS
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.
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.
ON THEROOT.COM
WE PREFER CHATTERATI WHICH
BOASTS A SELECT GROUP OF
TWITTER USERS
•
•
•
•
@PEPPERMILLER
HUNTERMILLERGROUP.COM
@PEPPERMILLER
HUNTERMILLERGROUP.COM
BLACK STILL MATTERS
IN MARKETING
“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
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.
BLACK STILL MATTERS
IN MARKETING
“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
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
info@huntermillergroup.com.
LEARN MORE & GET YOUR COPY BLACKSTILLMATTERS.COM
Research contributors: Janeen Foriest and Hasani Smith. Designed by Allenhaus.
© The Hunter-Miller Group, Inc. All rights reserved.
SOURCES
marketSpeak
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.
™
THEROOT.COM - PATRICE WILLIAMS, 2013
PEW INTERNET & AFRICAN AMERICAN LIFE 5/31/2012
NIELSEN, 2013 AFRICAN AMERICAN CONSUMER REPORT: RESILIENT, RECEPTIVE AND RELEVANT
SOCIAL MEDIA: WHO TWEETS? BY CHRISTOPHER SHEA, THE WALL STREET JOURNAL, MAY 21,2011
BLACKENTERPRISE.COM - ‘THE CHATTERATI’ TOOL BRINGS WORD ON THE STREET INTO THE 21ST CENTURY, JANEL MARTINEZ 9/18/2013
A snapshot of a closer look
into consumer segments
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
info@huntermillergroup.com.
Research contributors: Janeen Foriest and Hasani Smith. Designed by Allenhaus.
© The Hunter-Miller Group, Inc. All rights reserved.
THEROOT.COM - PATRICE WILLIAMS, 2013
PEW INTERNET & AFRICAN AMERICAN LIFE 5/31/2012
NIELSEN, 2013 AFRICAN AMERICAN CONSUMER REPORT: RESILIENT, RECEPTIVE AND RELEVANT
SOCIAL MEDIA: WHO TWEETS? BY CHRISTOPHER SHEA, THE WALL STREET JOURNAL, MAY 21,2011
BLACKENTERPRISE.COM - ‘THE CHATTERATI’ TOOL BRINGS WORD ON THE STREET INTO THE 21ST CENTURY, JANEL MARTINEZ 9/18/2013
BLACK TWITTER WIKIPEDIA - http://en.wikipedia.org/wiki/Black_Twitter
DREAM DEFENDERS - http://dreamdefenders.org
“MIDAS TOUCH” - http://www.npr.org/blogs/codeswitch/2013/05/18/184859810/scandal-preposterous-unmissable-important
PAULA DEEN - http://www.theroot.com/blogs/the_grapevine/2013/07/paula_deens_twitter_black_twitter_makes_fun_of_toosoon_tweet.html
BLACK 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.html
ZIMMERMAN 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 WIKIPEDIA - http://en.wikipedia.org/wiki/Black_Twitter
DREAM DEFENDERS - http://dreamdefenders.org
“MIDAS TOUCH” - http://www.npr.org/blogs/codeswitch/2013/05/18/184859810/scandal-preposterous-unmissable-important
PAULA DEEN - http://www.theroot.com/blogs/the_grapevine/2013/07/paula_deens_twitter_black_twitter_makes_fun_of_toosoon_tweet.html
BLACK 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.html
ZIMMERMAN 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/
marketSpeak
A snapshot of a closer look
into consumer segments
™