Friday, March 5, 2010

Despite Growing Social Media Activity, U.S. Latinos Ignored by Big Brands

Seventy-eight percent of Fortune 1000 companies are not employing social media sites to market to Latinos, according to survey results released today by Hispanics-focused agency Orci. Hector Orci, co-founder of the Los Angeles-based firm, said some advertisers "are leaving money on the table" while stating that 80 percent of Hispanics use social sites and collectively total $1 trillion in buying power.

Orci pointed to the Spanish-language capabilities of Facebook, Twitter, and MySpace as potential messaging opportunities gone amiss. From his work for companies like Honda and Jack in the Box, he suggested that developing dialogue between a brand and Latinos on social sites is an excellent means to capturing some of the demo's market share.

"What we have found is Latinos are extremely social," Orci said. "So they are very eager to communicate with whoever wants to communicate with them."

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