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Beyond Borders: Spanish-Language Newspapers and Social Media Usage National Association of Hispanic and Latino Studies Eastern Regional Conference July 31-August 3, 2014 Dr. Kay L. Colley
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Beyond Borders:
Spanish-Language Newspapers and Social Media Usage
National Association of Hispanic and Latino
Studies Eastern Regional Conference
July 31-August 3, 2014
Dr. Kay L. Colley
Spanish-
language
media
timeline from
Pew
Research
Center
Hispanics and population
Graphic from Pew Research Center. Data from U.S. Census Bureau.
Spanish-language
media timeline from
Pew Research
Center
State of the news media
State of the audience
State of the audience
Hispanics lead stats in social media usage***
• BIA/Kelsey’s Consumer Commerce Monitor study found
that 17.7% of Hispanics surveyed use YouTube for local
shopping versus 10.3% of non-Hispanic
• ShareThis found that Hispanic consumers are twice as
likely to share content or click on shared content, and
Hispanic consumers share 5X more often on social media
• Hitwise found that Hispanics are more likely to shop online
(21% higher)
***http://www.mediapost.com/publications/article/220256/hispanics-lead-stats-in-social-media-usage.html
Methodology
• Observed newspaper websites
• Observed Facebook and Twitter for
• Usage
• Community engagement—defined as likes and
comments
• Review website to determine staffing patterns
Newspapers ReviewedEl Nuevo Herald of Miami,
La Estrella of Fort Worth,
Al Dia of Dallas,
La Opinion of Los Angeles,
Hoy of Los Angeles,
Rumbo of Houston,
La Voz de Houston,
Rumbo de San Antonio,
Hoy of Chicago,
La Raza of Chicago,
El Sentinel Orlando,
El Sentinel el Sur de Florida,
Centro Tampa,
La Voz Arizona,
El Diario de El Paso, and
La Prensa of Riverside
R1: Which Spanish-language newspapers, particularly newspapers
in the most populated Latino areas, offer content that is different from
and English-language affiliate on their websites?
El Nuevo Herald Miami Herald
Diario La Estrella Fort Worth Star-Telegram
Al Dia of DFW Dallas Morning News
Hoy of Los Angeles Los Angeles Times
La Voz de Houston Houston Chronicle
Hoy of Chicago Chicago Tribune
El Sentinel Orlando Orlando Sentinel
El Sentinel del Sur de la Florida Sun Sentinel
CENTRO Tampa Tampa Bay Times
La Vox Arizona Arizona Republic
R2: How is social media usage among these entities similar?
R3: How does social media usage among these entities differ?
Publication Name Likes
El Nuevo Herald of Miami 169,530
Diario La Estrella of Fort Worth 304
Al Dia of Dallas 9630
La Opinion of Los Angeles 183,956
Hoy of Los Angeles 8338
Rumbo de Houston 0
La Voz de Houston 1677
Rumbo de San Antonio 0
Hoy of Chicago 7490
La Raza of Chicago 54,597
El Sentinel Orlando 3912
El Sentinel del Sur de la Florida 881
Centro Tampa 3806
La Voz Arizona 1699
El Diario de El Paso 883
R2: How is social media usage among these entities similar?
R3: How does social media usage among these entities differ?
Publication Name Followers Tweets Vid/Phot
El Nuevo Herald of Miami 198,000 60,200 1002
Diario La Estrella of Fort Worth 177 2115 35
Al Dia of Dallas 777 7470 149
La Opinion of Los Angeles 24,900 37,900 162
Hoy of Los Angeles 2385 12,700 418
Rumbo de Houston 1266 27,900 29
La Voz de Houston 714 10,800 701
Rumbo de San Antonio 0 0 0
Hoy of Chicago 2033 10,200 595
La Raza of Chicago 2,380 12,800 1
El Sentinel Orlando 614 1804 83
El Sentinel del Sur de la Florida 979 3510 623
Centro Tampa 365 3073 1
La Voz Arizona 931 6179 1352
El Diario de El Paso 213 3858 NA
Hoy
Chicago
website
July 18,
2013
R5: Which Spanish-language newspapers have staff members who
only manage and curate social media?
• None
Hoy
Chicago
July 28,
2014
Hoy
Chicago
July 28,
2014
La Raza
Chicago
Website
July 28,
2014
La Raza
Chicago
July 28,
2014
La Raza
Chicago
July 28,
2014
Hoy Los
Angeles
Website
July 28,
2014
Hoy Los
Angeles
July 28,
2014
Hoy Los
Angeles
July 28,
2014
La Opinion
Los
Angeles
Website
July 28,
2014
La Opinion
Los
Angeles
July 28,
2014
La Opinion
Los
Angeles
July 28,
2014
Rumbo
Houston
July 28,
2014
La Voz de
Houston
July 28,
2014
Al Dia
July 28,
2014
La Estrella
July 28,
2014
El Diario
de El Paso
July 28,
2014
La Voz
Arizona
July 28,
2014
Centro
Tampa
July 28,
2014
El Sentinel
South
Florida
July 28,
2014
El Sentinel
Orlando
July 28,
2014
El Nuevo
Herald
July 28,
2014
Discussion• Spanish-language market for newspapers differs in
adoption of social media usage
• The top two newspapers from this sample were El Nuevo Herald and La Opinion of Los Angeles, with El Nuevo showing heavy social media usage in both Facebook and Twitter
• Belonging to a group may impact your ability to reach a more mobile audience
Questions???
My contact info: Dr. Kay L. Colley
Texas Wesleyan University
817-584-4691
