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African Americans & Latinos:
Dominant on Twitter & Facebook,
Omitted from Social Media
Strategies
#smwmulticultural
What’s on the agenda?
Why Multicultural?
Short list of ‘Who’s Who’ in social media
Trending: what’s happening in this
s...
Multicultural America
Hispanic Spending
African American Spending
Multicultural Media Evolution
Hispanic
adults
African American
adults
White adults
By the Numbers
27% African
Americans
28% Hispanics
14% Whites
By the Numbers
2/3 of all US adults
are on Facebook
By the Numbers
23% African American
18% Hispanic
11% White
5% African American
8% Hispanic
6 % White
8% African American
1...
Why the Popularity?
• Evolution of
Technology
• Nature of the
Communication
Why the Omission?
It’s Just Twitter…
Social Media Helps…
• Advocate for issues
• Connect with like minds
• Share news and expertise
• Enhance entertainment
‘Who’s Who’
Individuals Groups
Trending: #PaulasBestDishes
Trending: Activating Passion Points
Food & Family
Music & Sports
Trending:
#SmartBlackWomenOnTwitter
#Smart LatinaWomenOnTwitter
Trending: Positively Perfect
for Holidays
Trending: Hablamos Español…
and English!
Social Media Considerations
• Cultural relevance and attention to online behaviors is KEY to
success
• African American an...
 Join and follow conversations
• #LATISM, #HISPZ, #BlackTwitter, @EssenceDebates
 Find out more about social media and m...
Black & Latino dominance on Twitter & Facebook, yet omission from Social Media Strategy
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Black & Latino dominance on Twitter & Facebook, yet omission from Social Media Strategy

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GolinHarris at Social Media Week 2013

Black & Latino dominance on Twitter & Facebook,
yet omission from Social Media Strategy

A discussion on how black and Latino’s have dominated Twitter and Facebook, however lack SM strategies. Discuss best practices for multicultural social media strategies.
#smwmulticultural

Published in: Business, Technology
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Black & Latino dominance on Twitter & Facebook, yet omission from Social Media Strategy

  1. 1. African Americans & Latinos: Dominant on Twitter & Facebook, Omitted from Social Media Strategies #smwmulticultural
  2. 2. What’s on the agenda? Why Multicultural? Short list of ‘Who’s Who’ in social media Trending: what’s happening in this space? Thinking Total Market Q&A
  3. 3. Multicultural America
  4. 4. Hispanic Spending
  5. 5. African American Spending
  6. 6. Multicultural Media Evolution
  7. 7. Hispanic adults African American adults White adults
  8. 8. By the Numbers 27% African Americans 28% Hispanics 14% Whites
  9. 9. By the Numbers 2/3 of all US adults are on Facebook
  10. 10. By the Numbers 23% African American 18% Hispanic 11% White 5% African American 8% Hispanic 6 % White 8% African American 10% Hispanic 18 % White
  11. 11. Why the Popularity? • Evolution of Technology • Nature of the Communication
  12. 12. Why the Omission?
  13. 13. It’s Just Twitter…
  14. 14. Social Media Helps… • Advocate for issues • Connect with like minds • Share news and expertise • Enhance entertainment
  15. 15. ‘Who’s Who’ Individuals Groups
  16. 16. Trending: #PaulasBestDishes
  17. 17. Trending: Activating Passion Points Food & Family Music & Sports
  18. 18. Trending: #SmartBlackWomenOnTwitter #Smart LatinaWomenOnTwitter
  19. 19. Trending: Positively Perfect for Holidays
  20. 20. Trending: Hablamos Español… and English!
  21. 21. Social Media Considerations • Cultural relevance and attention to online behaviors is KEY to success • African American and Hispanics are social butterflies and prefer social networking platforms to communicate and socialize online • Considering bilingual, bi-cultural content is essential for reaching both Spanish- preferred and English- preferred Hispanics. • Multiple platforms exist for reaching the consumer via digital word-of-mouth • Conversation trends indicate that as a whole, African Americans are interested in knowing key elements of brands
  22. 22.  Join and follow conversations • #LATISM, #HISPZ, #BlackTwitter, @EssenceDebates  Find out more about social media and multicultural • Read: AdAge, AdWeek, PewInternet.org, Hispanicize.com, TargetMarketNews.com, Chatterati (on TheRoot.com)  Find out who in your organization is tasked with multicultural marketing and ask them: what’s your social plan?  Identify relevant passion points for the multicultural audiences you’re targeting and KNOW them – they’ll help shape what you want to do  Don’t be afraid to test…start with a passion point Want to get started?

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