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 space?
Thinking Total Market
Q&A
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 10% Hispanic 18 % White
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: 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 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
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?