Social media has changed much about how consumers communicate with one another, and has given them the ability to broadcast opinions about brands, products and services further than traditional word-of-mouth can reach. It has also meant something that can be scary for brands: Marketers are no longer fully in control of the message.
Available at HispanicCMO.com
Several studies have shown that while social brand followers are interested in deals, they have other reasons to connect. Many also want to stay up on the latest news or show their friends which products they support.
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When it comes to socializing and communicating with friends, young Latinos (ages 16 to 25) make extensive use of mobile technology. Half say they text message (50%) their friends daily, and 45% say they talk daily with friends on a cell phone. Other communication platforms are less widely used for socializing. For example, fewer than one-in-five young Latinos (18%) say they talk daily with their friends on a landline or home phone, and just 10% say they email their friends daily.
Females are known for being communicators, and their social media usage is legendary among marketers, many of whom focus on targeting women on social sites. But men also care about staying in touch, and do so in much the same way.
Social media has become a web and mobile juggernaut, attracting and engaging hundreds of millions of users to create profiles and engage in online dialogues. As a result, social media sites are now a primary platform for generating and sharing content. The scale of social media and the involvement of its users make social media a compelling platform for marketers. The Marketers Current and Future Use of Social Media study was launched to explore how marketers use social media, what motivates their usage, and their plans for future use. In addition to usage, the study focuses on how marketers measure and analyze of social media programs. Finally, we look at how marketers view 18-34 year old, “always on” consumers, many of whom are the most dedicated participants in social media.
Available for download on HispanicCMO.com
Social media is becoming an even more integral part of the marketing landscape. According to a June 2010 survey by King Fish Media, HubSpot and Junta42, 72% of US companies said they had a social media strategy.
The three companies surveyed 457 US marketers and managers; 52% of respondents were in the publishing, media, advertising and marketing industries.
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Think you can guess which Americans talk or text the most on their cellphones?
eMarketer forecasts that worldwide social network ad spending will rise 31% this year, to $3.3 billion. Next year, spending is expected to increase an additional 29%, to nearly $4.3 billion.
Social media is no longer new, but it’s still a turbulent space. Just a couple years ago MySpace was on top of the world, only to be ousted unceremoniously by crowds flocking to Facebook. Twitter crept onto the scene and then exploded with growth in 2009, putting itself on every marketer’s radar. New trends are developing in the social location-based area, and that’s not counting the seemingly constant mergers, acquisitions, startups and failures.
A new study released by ExactTarget finds consumers active on Twitter are three times more likely to impact a brand’s online reputation through syndicated Tweets, blog posts, articles and product reviews than the average consumer.
The importance of relevancy in communication cannot be understated. Identifying the needs and interests of your target audience is an important first step in driving a strategic communications plan. When seeking to engage Hispanic audiences, selecting the appropriate language and tone for your message can make all the difference in achieving success. This is especially true in the world of social media. Additionally, communicators must remember that content is king and the creation of compelling content will help increase interaction with your message.
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Latinos in Social Media (LATISM), the first and largest non-profit organization to engage, organize, train and promote Latinos and Latinas in the social media arena, has released the results to the first study ever to take a look at Latina bloggers both from a demographic and a cultural standpoint. Given the growth of the Hispanic market, these Latinas are the vanguard of an emerging consumer segment that is the most attractive target for companies right now.
Carried out by LATISM, and conducted through the leading online research tool Survey Monkey, “The LATISM Bloguera Survey” questioned 939 respondents in the United States and Latin America.
Available on HispanicPRpro.com
