Building Multicultural Communities
For many brands, embracing social media and building community has been a juggling act. Balancing user demand and fit with the appropriate resources to assure proper customer engagement and support has been a challenge for many. As engagement is ignited and goals are reached, prudent marketers are taking the next step and adding additional channels to help expand and nurture these communities. With the mantra to be everywhere consumers are, expansion is, and remains, a core goal for many brands. So what’s missing? Multicultural social communities.
At the core to any strategy is knowing your audience and delivering an experience that meets their needs and wants — and hopefully exceeds expectations. While many brands have embraced the Hispanic community by building and dedicating customized advertising programs and website destinations, far too few in my opinion have embraced social media to drive community engagement for this growing and highly influential segment of consumers. What follows is why you should consider a dedicated social media program for one of the largest and fastest growing segments of the U.S. population (Hispanics), along with some tips to help get you started.
Big and growing community
According to the most recent U.S. Census, Hispanics now account for 15.8 percent of the 308 million U.S. population. To put it more directly, a market opportunity of more than 48.5 million consumers that should not and cannot be ignored.
Hispanics outpace everyone in the use and adoption of social networks. Consider the following:
- 48 percent of all Hispanics online have a profile on a social network, 55 percent higher than the general population;
- more than 2.3 million people in the U.S. use Facebook in Spanish; and
- Hispanics overindex in several core areas within Forrester's Social Technographic ladder.
Online Hispanic power users are highly influential within their communities. A recent study by AOL found that 91 percent of Hispanic power users spread the word about deals to their followers.
Related story: Building Your Facebook Community