Join Tyrha M. Lindsey and Bruce Kirton for their Digital Impact Conference session, The Digerati: Social Media Habits of Multicultural Consumers.” The PRSA 2012 Digital Impact Conference, to be held April 2–3 at the Sentry Center in New York City, offers workshops where public relations professionals will hear from entrepreneurs and others who specialize in technology communications or social and digital media.

Multicultural consumers wield a significant amount of influence on popular trends in the general market, and consequently, smart marketers understand the importance of engaging this segment. For the sake of brevity, I will focus on the African-American segment in this article, but each ethnic segment has particular online behaviors and habits that can be leveraged to build a relationship with those consumers.

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