Social Media Usage Across English-language and Spanish-language

Publications: A Comparative Study of Sister Publications

National Association of African American Studies & Affiliates Conference

February 13-18, 2017Dallas, Texas

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.

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

• Recent reports from the Pew Center (2016) and Reuters (2016) show a continued decline in newspaper consumption

• These reports also show an increase in usage of social media for news consumption

• Newspapers are no longer the first source of news; Twitter, Facebook and other social media outlets are that first source of news

Recent studies of media usage trends

These demographics and industry trends set the stage for the current study.

R1: How do staffers say they use social media?R2: How do staffers actually use social media on a day-to-day basis?R3: What type of training have staffers received or do they receive?R3b: What is the policy for particular types of social media use? Are there any “banned” outlets?R4: What are the attitudes that staffers have about social media?R5: What are the attitudes that top executives have about social media?R6: How is social media usage among these entities similar?R7: How does social media usage among these entities differ?

Research Questions

Methodology• Mixed method

• Directed interviews with reporters and editors• Content analysis of Facebook and Twitter

• Two sites in Texas with English-language and Spanish-language newspapers

R1: How do staffers say they use social media?

R2: How do staffers actually use social media on a day-to-day basis?

“Talk“ with readers

Story promotion:

others

Break the news: Live

Tweet

Ask for sources

Story promotion: own stories

R3: What type of training have staffers received or do they receive?

None Online In Office0

5

10

15

20

25

EnglishSpanish

R3b: What is the policy for particular types of social media use? Are there any “banned” outlets?

Respondents were unaware—null question

R4: What are the attitudes that staffers have about social media?

R5: What are the attitudes that top executives have about social media?

Not sure—null question

R6: How is social media usage among these entities similar?

“Talk“ with readers

Story promotion:

others

Break the news: Live

Tweet

Ask for sources

Story promotion: own stories

R7: How does social media usage among these entities differ?

R8: Is social media usage impacted by the research study?

There was no discernible difference in the number of Tweets or Facebook posts from any of the four entities.

Limitations• Small sample• Overly skewed to the social media

stars in English-language outlets• Census of Spanish-language outlets• Watchful eye of an editor

Discussion• Spanish-language market for newspapers differs in

adoption of social media usage, possibly due to resources

• Focus of Spanish-language social media in creating dialogue is unique

• Reporters and editors see social media as integral to their continued success

Questions???

My contact info: Dr. Kay L. ColleyTexas Wesleyan Universitykcolley@txwes.edu817-584-4691