Looking to Recruit Hispanics? Try Social Media.
There is no silver bullet to recruit diverse audiences. For many years, organizations have turned to foreign language newspapers or ethnically targeted websites to get their message out to a more diverse audience. Recent stats show though that many minority audiences are more engaged in social media than their caucasian counterparts. Lee Vann or Captura Group, a hispanic marketing agency, writes on the subject in his new blog (below).
Facebook isn’t the only place you can reach Hispanics though. There are a handful of spanish-language and Hispanic-centric social media sites like MiGente.com, MySpace Latino, or QuePasa.com (http://www.hispaniconlinemarketing.com/2009/04/reaching-spanish-preferring-hispanics-on-facebook/).
Hispanics Are Really More Social
By: Lee Vann (source – http://www.capturagroup.com/)
As a follow up to my previous post, I wanted share the highlights of my recent presentation, Are Hispanics Really More Social? and also some great insights that I picked up at this week’s Hispanic PR and social media conference in Dallas, Texas.
I chose a rhetorical question for the title of the presentation because most of us know that being social is hardwired into Hispanic culture. Being at the conference with a couple hundred Hispanics really brought this point to life. The atmosphere was friendly, fun and-well-social.
In addition to being highly social, Hispanics consume a ton of media. I came across statistics that indicate that Hispanics teens spend 13 hours per day with media, more than any other ethnic group.
I then took a look at technology usage and showed that Hispanics are leapfrogging to the latest and greatest technologies, including mobile. What’s more, Hispanics have an extremely positive view of the technology and once they get their hands on it, the use it and love it. Here are some key facts:
- 84% of Hispanics have a broadband connection vs. 79% of Whites
36% of Hispanics view the Internet as tool for building a better life vs. 30% of general market
68% of Hispanics are wireless Internet users vs. 54% of Whites
81% of Hispanics text vs. 62% of Whites
Hispanic social media, the perfect storm
When you combine the highly social Hispanic culture with strong technology usage, you get a perfect storm. I argued that social media is the
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