One Size Doesn’t Fit All: The Case For Targeted Hispanic Social Media
One Size Doesn’t Fit All: The Case For Targeted Hispanic Social Media
Does one size fit all, even in social media?
We know marketers are always looking for the best ways to engage consumers and it’s no secret that social media is a great vehicle to do it. So far, we’ve already seen the impact a tweet or Facebook post can have: it was a tweet that broke the Osama bin Laden news; it’s a tweet that tells us the latest celebrity or political news; and it’s a Facebook post about a new product that can generate thousands of “Likes” within minutes.
True – it’s a powerful marketing tool and big strides have been made in the social media space. However, there’s still a great opportunity to make sure that this relatively new medium works for all consumers, especially Hispanic audiences who are not only considered the largest minority as of late, but are increasingly social media savvy, with 81 percent of Hispanics expected to use social media in the coming year.
Many companies have indeed caught on to the power that social media has on Hispanic audiences: General Mills launched Que Vida Rica, a lifestyle publication targeting Hispanic audiences, filled with recipes and family tips. And Kmart just launched a portal on Facebook known as Latina Smart, targeting the smart, family-conscious Hispanic woman.
However, not all companies are there yet. According to a study released by Telenoticias and LatinoWire, social media targeting the Hispanic market is an area for improvement: while 67% of companies that responded have an ongoing Hispanic public relations program, only 45% of the companies surveyed have a social media program tailored to the Hispanic market. And, what’s more is that Hispanic social media programs were considered a little less effective than mainstream programs (56 percent to 64 percent).
This study does come at great time. With this research, marketers are now armed with some key information to strengthen their social media programs. And, by taking example from other companies, there’s a key opportunity to develop social media programs that are not only technologically sound, but also culturally relevant – and will keep Hispanic customers engaged with their brands.
