Using Social Media to Engage Latinos into Self Care against Influenza J. Carlos Velazquez, MA Health Communications
Who We Are HMA is a small female minority-owned media firm. We speak to multicultural audiences which is what makes us unique to others. As a team we are reflective of today’s magnifying multicultural world. We strive every day to develop unique models to bring culture to life. It is the heart of who we are, not just the languages we speak. We Listen • We Strategize • We Collaborate • We Deliver
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Upon completion of the webinar participants will be able to:
Identify characteristics of Hispanics and their media use practices.
Understand how social media can be used to promote health messages for influenza vaccine uptake and self care practices.
Strengthen organizational capacity to develop strategies to reach Latino audiences through multi-media platforms.
What do we know about Latinos in the US?
Latinos and Media Use
The median age of the US population is 36 and within the Latino community it is 27.
Of that population one third are under 18.
There are 21 million Hispanics in the US that use the Internet.
There are 12.1 million Latino youth in the US.
Among Hispanic young adults 77% own a cell and 74% use an iPod.
Latino Media Use
Among all 8 to 18-year olds, total amount of media exposure in a typical day, by race/ethnicity over time:
6:56 hours a day among whites
9:01 among African Americans
8:19 among Latinos
8:36 hours a day among whites
12.59 among African America
13.00 among Latinos
Among all 8 to 18-year-olds, amount of time spent with each medium in a typical day:
TV content 4:29 hours
Video games 1:13
Do you sleep with your cell phone?
Gen X 68%
The New Face of America Source: December 2009 Current Population Survey, Pew Research Center
The New Face of America Millennials (ages 18-29)
The American teens and twenty-somethings who are making the passage into adulthood at the start of a new millennium have their profile reflective of:
Open to change
Three-quarters have created a profile on a social networking site.
One in five have posted a video of themselves online.
Nearly four in ten have a tattoo.
Nearly one in four have a piercing in some place other than an earlobe.
Thirty-seven percent of 18 to 29-year-olds are unemployed or are out of the workforce.
Two-thirds say “you can’t be too careful” when dealing with people.
One in four are unaffiliated with any religion.
About six in ten were reared by both parents.
Place parenthood and marriage far above career and financial success.
Only 21% of 18 to 29-year-olds are married.
More than one third of women who gave birth were unmarried.
Tolerant and accepting of diversity in relation to:
People living together without getting married
Single women deciding to have children
Social Media and Latinos
Seventy-eight percent of Fortune 1000 companies are not employing social media sites to market to Latinos.
In 2009 advertisers invested $225.5 million on online advertisements directed towards Hispanic consumers
Social media fits in nicely with the Hispanic cultural characteristic of being community-oriented valuing relationships (family, friends, etc).
Culturally, Hispanics tend to be drawn to collectivistic values and often look to one another to help guide decisions and opinions. Social media facilitates such collective sharing of information and communication.
Social Media and Latinos
Organizations would be wise to tap this cultural element via social media.
A successful social media strategy requires a clear definition of objectives, understanding of your audience and a strategy for engaging them.
Consider the cultural motivations that are driving your target audience to social media. Building and maintaining conversations with a target audience requires research, careful planning and a strategic approach.
@BeingLatino or Twitteros.net
Hispanics Social Site Usage Center for Hispanic Marketing Communication Florida State University, 2009 Survey
Top Ten Web Properties among Hispanic Users * Unique Visitors in Thousands • Data from comScore Media Metrix 35.3 1,639 Facebook 10 36.6 1,842 Apple 9 41.1 1,639 EBay 8 47.9 2,146 AOL 7 51.9 2,325 Univision 6 56.7 2,544 Ask Network 5 60.6 2,715 Fox 4 84.9 3,808 Yahoo 3 86.4 3,876 Microsoft 2 89.2 4,000 Google 1 % Reach Visitors* Property Rank
Some research suggests that messages sent through Twitter and Facebook are not considered credible sources of information. So it is critical to think about how to formulate the message to increase dialogue about health issues for Hispanics.
Peers can act as intermediaries for health promotion.
User generated content allows Hispanics to be engaged with a sense of ownership and in real time.
Organizations need to think about how to engage Hispanics using social media platforms strategically (Flickr, YouTube, My Space, etc.).
Is your organization ready for digital marketing?
There is a need to assess if your organization is able to develop a social marketing campaign or to enhance your agency’s reach into the Latino community by using social media.
Consider how your organization will capitalize on the opportunity to keyword optimize content for searches (SEO).
What policies are in place to protect your organization’s brand, message delivery, and blog content?
Content is King
Social media has created a new layer of influencers.
It is the understanding of the role people play in the process of not only reading and disseminating information, but also how they in turn, share and also create content for others to participate.
Content is the new democracy and we the people, are ensuring that nuestras voces are heard.
CDC Digital Strategies for Vaccine Uptake
Widget executed by CDC that locates flu vaccination locations by zip code. The information is returned on Google website.
Web Site provides multiple social media links
Facebook.com/H1N1 4,000 + fans
YouTube.com/USGovHHS 175,000 + channels viewed
Twitter.com/FluGov 7,000+ Followers
Questions to Consider
How could you use social media within your own community to promote influenza vaccine uptake?
Does your organization have the capacity to monitor social media use?
How would you shape your health messages to promote other self care behaviors?
Content is King Content generated media can put the “public” back into public health.
J. Carlos Velazquez, MA Senior Outreach Specialist (202) 342-0676 ext. 107 [email_address] Health Communications Thank you! ¡Gracias!