As marketers continue to explore ways to promote their products and services through social media, are they overlooking an important demographic group? Hispanics are a significant economic force in the U.S. yet marketers have been slow to devote social media programs to this group. That situation may be about to change this year.
The newly released 2011 TeleNoticias-LatinoWire Hispanic Social Media Survey finds that while 92% of respondents engage in social media programs, only 45% specifically target the Hispanic audience with these efforts. David Henry, president and CEO of TeleNoticias says "[l]ike other areas of Hispanic marketing, social media targeting Latinos is said to be important, but that importance doesn’t translate to actual work being conducted and dollars being spent."
Other key findings from this survey include:
- Companies believe Hispanic social media is slightly less effective than mainstream social media (56% vs. 64%)
- Companies use social media as part of their Hispanic marketing and communications program 81%
- Companies will increase social media outreach to Hispanic market bloggers 68%
Currently, when marketers do employ social media to engage with Hispanic consumers they turn to Facebook (84%), Twitter (62%), YouTube (42%) and Blogs (40%). As the number of Hispanic consumers rises in the U.S. marketers will be seeking the best way to promote themselves. Increasingly, this will mean launching new social media programs.[Source: Hispanic Social Media Programs are lagging, but are poised for growth, results of a national survey show. LatinoWire.com. 26 Apr. 2011. Web. 5 May 2011]