Thursday, April 22, 2010

8 Social Media Strategies to Engage Multicultural Consumers

Jessica Faye Carter is an award-winning author and columnist. Her company, Nette Media develops social media technologies for women and multicultural communities, and she blogs at Technicultr.

Recently, more companies than ever have begun using social media to reach multicultural consumers. If you’re wondering what’s behind the trend, it stems (in part) from a recognition of the size and economic clout of multicultural groups — now about 34% of the U.S. population, with an estimated spending power of over $2 trillion.

“I think companies are turning to social media specifically to target ‘multicultural’ consumers because they’re beginning to recognize this audience’s large influence in the social media sphere,” said Christine Huang, Head of Cultural Trends at GlobalHue, a top multicultural advertising agency. She notes that recent research from Pew Internet and Mintel confirm this emerging influence.

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