Understanding Social Media Trends in the Hispanic Community
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| rankraiser.com |
A Hungry Mind
Facebook is atwitter with social media loving fiends hoping to be the first and be the news. Whether you are interested in showing off your timely knowledge or interested in getting information from social media content, the World Wide Web is a playpen of blogs, social media sites, newspapers, product reviews, content reviews, and anything relevant or irrelevant needed to quench a curious mind.
Be Relevant
Even though “top of the morning” television shows range from children’s educational shows to infomercials, news still dominates the airwaves. People want to stay relevant, whether that means tuning in to your local channel or reading your Facebook news feed. Hispanic Online Marketing found that mainstream social media sites like Facebook and Youtube are now among the top five more popular websites among Hispanics and are growing at meteoritic rates. They continue to state that Twitter and LinkedIn have nearly three million monthly Hispanic visitors. As the importance of social media sites rises, marketers should concurrently increase the usage of these sites to reach their target population. An article from Paul M. Rand in the 2010-2011 U.S. Hispanic Social Media Guide found that 77% of Hispanic-Americans [engage] in some kind of online socializing [and] social media is quickly becoming the battleground in which brand allegiances are won or lost.
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| mashable.com |
The In on Media Outlets
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| beonpage1blog.com |
Harnessing the power of social media outlets to reach members of the Hispanic community offers a great return on investment. For example, when a corporation creates a “page” on Facebook, there is an option for consumers to “like” what your page is about—whether it’s about your company, what you are offering, a giveaway you are doing etc. When a member likes your page, you now have access to their information. Are they male or female? Are they Hispanic? What are their interests? Other perks of taking advantage of social media include being able to track your influence through reviews, comments, likes, and photos and links. This way, you are able to gauge brand loyalty, sentiment, and engagement. Knowing this, it’s no wonder that the 2011 TeleNoticias-LatinoWire Hispanic Social Media Survey found that social media budgets are expected to increase 60% in the next fiscal year for Hispanic markets.
Who’s the Social King of Media?
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| imagemediapartners.com |
An article about U.S. Hispanic practice states that research has found significant differences in Social Media use across different segments of the U.S. Hispanic population. What this article states is that social media interaction is seen differently and used for different purposes. Differences such as distinct levels of trust and interaction with online communities may influence whether an individual decides to use that social media outlet. Other reasons why U.S. Hispanic individuals may decide to engage in social media outlets is access to the different online news outlets that influence them.
Now that you have your chosen and specific community of interest, how are you going to reach them? U.S. Hispanic practices states that Hispanics value communication technology that can easily access online content like the iPhone, Blackberry and other devices with wireless capabilities.
Why Does this Matter?
By understanding social media trends in the Hispanic market, it becomes easier to engage with your target audience. Be sure to cross channel between social media networks to see if there are any trends that you and/or your company should pick up on. Being on top of social media networks helps your company be timely with all your efforts.
It works backwards too. Utilizing social media can help your target audience reach you! Creating things like Facebook “like” pages for example might help drive traffic to your cause and/or company.
So get out there, and get social!
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