This article proposes points of departure for researching the circulation and assemblage of racist ideas and racializing discourses in the trans-media space of interactive, hybrid digital media. It contends that racist mobilizations are increasingly invested in organized and opportunistic communicative actions that depend on the integration of interactive digital media to a wider media ecology and European political environment. Further, if social media can be understood as a constant ‘invitation to discourse’, then they also provide an invitation to discourse on the nature and scope of racism in a putatively ‘post-racial’ era. In contending that the affordances and dynamics of social media networks are politically generative in relation to the politics of racism, it proposes working with malleable resources in the sociology of racism to develop approaches that are not limited to the established focus on extremist sites, but that can account both for the circuitries of digital media exchange and the particularities of regional racial formations.