I cleared my schedule when Natalie Tindall e-mailed me about a free PRSA idea swap about Hispanic social media, featuring Manny Ruiz. Manny commented, “Not everyone understands Hispanic marketing and even less understand social media.” Below are some insights.
Hispanic audiences tend to be collectivist. Community is important. Hispanic decision makers seek their peers’ insights and consider their community’s opinions. Social media tools present meaningful opportunities to listen and connect with Hispanic audiences.
In at least one way, Hispanics lead several groups in social media use. Manny referred to a July 2009 report by Felipe Korzenny and Lee Van from the Center for Hispanic Marketing Communication at Florida State University. Below is one finding from it: