Wednesday, July 13, 2011

Hispanics in Social Media

By Max Kelerstein, 360° Digital Influence

As the Hispanic market continues to expand in the U.S., more and more companies are targeting this ever- growing segment of the population through social media initiatives. A 2011 TeleNoticias-LatinoWire Hispanic Social Media Survey found that when marketers employ social media to engage with Hispanic consumers they turn to Facebook (84%), Twitter (62%), YouTube (42%) and Blogs (40%)

As a Hispanic who spends a rather large amount of time in the online space, I find it interesting that often we are still lumped together as one big group of people, as if we all behaved the same. It might come as a surprise to some but some of us like to get our messaging in English. Don’t get me wrong, I am fully bilingual, 100% proud of my Mexican background and I communicate with some friends and family in Spanish in person and online, but I like my promotions in English. Some friends of mine, on the other hand, are much more interested in Spanish promotions.

So why does this matter?

More often than not Hispanics are targeted on the basis of language and/or culture, and as Jose Villa from points out, “most online Hispanics are comfortable reading and writing in English.” Moreover, the growth of the Hispanic market is happening thanks to the American-born children of immigrants, who are “bilingual, bicultural and increasingly influential within their multi-generational households.” so it is important that you know who in the Hispanic market you are targeting. 

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