1. Linguistically- and CulturallyAppropriate Social Media
Marketing:
“Radio Ambulante” as Case Study
Ann Abbott
arabbott@illinois.edu
@AnnAbbott

2. Radio Ambulante convinced me to
donate to their endeavor.
How did they accomplish that? Effective
social media marketing.
What can we learn from them? How to do
social media marketing in ways that are
linguistically and culturally appropriate.
2

3. What do we know about social
media marketing?
Social media marketing research is early,
scarce and is focused on framing the
questions.
Social media marketing guides are
abundant, maturing somewhat and are
focused on strategy and implementation.
3

4. What does this mean for business
languages?
Being a digital native does not mean that our
students know how to do social media
marketing.
Being a language major does not mean that
our students have a deep knowledge of the
target market, target culture.
4

5. What can we learn from Radio
Ambulante’s social media
marketing?
Discern their strategy.
Analyze the implementation across
platforms.
5

6. RA’s Website: Who is their target
market? How do they use language
and culture appropriately?
6

7. RA’s Facebook: How frequently do
they post? How do they engage?
7

8. RA’s Pinterest: How do they use
visuals to market their audio?
8

9. RA’s Twitter: How do they
incorporate calls to action?
9

10. RA’s Kickstarter: How did they
crowdfund their project?
10

11. Conclusions
We need to teach social media marketing to
our students who are digital natives.
Our challenge is to better teach cultural
“perspectives,” not just products and
practices.
For more information see my Pinterest
Board: CIBER 2013 Social Media Marketing
Abbott.
11