One of the first rules of marketing is to "meet them where they are." This term suggest that there is a place where your customers congregate and build and if positioned accordingly, your messaging will resonate. If ever there were a place for a marketer to engage the influential Black Millennial where they are, its "Black Twitter." Contrary to other twitter trivial monikers, there is some legitimacy behind the tangible existence of the group. According to Pew Research, 28 percent of African Americans who use the internet use Twitter, compared to 20 percent of whites. What's more, 11% of African-Americans on Twitter use it daily compared to only 3% of white users.
A University of Iowa report dates the first published references of, (then Black People Twitter) to 2008 when the branded hashtag #YouKnowYoureBlackWhen started trending. What originally only sought to mine black users for creative viral comedic memes galvanized a community. In fact, the profound creativity of Black Twitter has always been a mainstay since day one. What was once a group of users joined together by a hashtag is now a viable political and economic engine.