For 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. 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. 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, seeing the wisdom in spreading their diversity wings, are pursuing similar strategies.

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