In the past, marketing strategists hardly ever targeted Hispanics through social media or
other forms of digital marketing. However, as stated in the latest research studies,
companies have slowly come around to the idea of wooing the Latino community
through social media campaigns, and with good reason.

The total number of Hispanics browsing the Internet increased 16% over the past year.
During that same period, the Hispanic presence on Facebook approximately tripled,
bringing the total number of users on the social networking titan to about 22 million as of
March 2011. Moreover, Hispanics show active usage of the service, with Hispanics
averaging twenty nine minutes per week on Facebook vs non-Latinos whites who visit
the site for 19 minutes.

In regards to Twitter, social media’s other darling, a study performed last autumn proved
that 18% of Hispanic users who go online have a Twitter account, versus 13% of non
Latinos blacks and 5% of non Latinos non-Hispanic whites. In fact, Hispanics constitute
the most extensive ethnic group on Twitter.

While it’s evident that Latinos have caught social media fever, as marketing expert
Gustavo Razzetti notes, “…There’s a huge gap between Latinos’ usage of Facebook and
real engagement with brands through their Spanish pages.”

Therefore, how can marketers take advantage of Hispanic’s evolving existence in social
media to advertise their brands?

Marketers should know that an effective social media campaign directed at the Latino
segment will include more than just a mere translation of the existing English-language
campaign. Hispanics are eager to relate to content and engage in a conversation with
their preferred brands, so companies should provide opportunities for consumers to
communicate bilingually or in their desired language. In addition, they must take into
account how the English-language and Spanish-language pages can complement one
another and create unity, instead of just duplicating the message in another language,
since many users will probably visit both pages if companies offer unique content.

Although Twitter offers a different format for customer engagement, the keys to
successful corporate marketing on Twitter are to 1) jump in on existing conversations
that are taking place within the Latino community to build brand awareness and 2) get
consumers to join in on the conversation about the company’s brand. Live chats on
Twitter also provide sponsorship opportunities that may prove attractive to advertisers.

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