In November, Twitter hired marketing veteran Nuria Santamaria to a new position as multicultural strategist, leading its effort to target black, Hispanic and Asian-American users.
Hispanics are also more easily identified because of their language. Twitter doesn't ask users about race or ethnicity but categorizes them into "interests" based on their tweets and whom they follow. A user who follows a Telemundo show or tweets in Spanish would be considered interested in Hispanic culture even if the user isn't Hispanic.
Other social networks are pursuing similar strategies. Facebook Inc. in November hired an executive from Spanish-language TV network Univision Communications Inc.
Twitter's strength is among blacks. Roughly 18% of Twitter's U.S. users are black, according to Pew. That's nearly twice the 10% of U.S. Internet users who are black and significantly more than the 11% of Facebook users who are black, Pew says. (Facebook has more black users because it has more than three times as many U.S. users as Twitter.)
Among young adults, the disparity is striking. According to a September Pew survey, 40% of black Internet users aged 18-29 use Twitter, compared with 28% of whites in that age group.