One of the most amazing facts about Facebook is that Latinos are everywhere. Our friend Gus Razzetti offers some serious analysis about why this demographic is so strong on social media’s top platform. He writes:
Not so long ago, recommending digital marketing to target Latinos was a very uncomfortable conversation to have with a client. Fortunately, those days seem to be over. Supported by strong research, clients are more familiar with the growing importance of digital among Hispanics (social media, mobile, etc). As part of that (now easier) conversation, Hispanics and social media is becoming one of the hottest topics.
And clients are right. In just one year, as the total Latinos online audience grew 16 percent, the number of Latinos on Facebook grew 2.8 times. In March 2011, the amount of Hispanic Facebook users reached almost 22 million. That is, 70.2 percent of all Latinos online are active Facebook users versus 29.1 percent one year before.
We are seeing not only reach but true engagement. Latinos spend more time on Facebook: 52 percent of Hispanics use Facebook at least weekly, spending an average of 29 minutes on social networking versus White Americans who spend 19 minutes.
While major brands like Univision (latest stats as of March 10, 2012: 316,187 likes with a 7% Facebook level of engagement), Telemundo (227, 351 likes with a 10% FLOE) and Mun2 (158,608 likes with a 3.2% FLOE) have strong and active Facebook communities, there are hundreds (if not thousands) of independent Latino Facebook Fan Pages that have achieved impressive results. Also, artists like Calle 13 are on another level in terms of likes, but their FLOE is still low (900,775 likes/3.5% FLOE).
Here are some of the pages we have seen in terms of raw fan numbers. (all stats taken on March 10, 2012). It is not meant to be an exhaustive list, and if you would like to have your page added to our next report, just comment on this post with your Facebook URL. However, what is interesting to note is that a key metric in all this now is FLOE. Raw numbers are good, yet any brand that is constantly engaging its community on a consistent level is creating more active and interested communities. Like we tell our clients all the time, you can have all the people in the world following you, but if you don’t have people talking about you, those numbers mean nothing.
A good Facebook page, in our opinion, should achieve a consistent 10% FLOE for over three months to really impact fans and increase brand loyalty. Facebook Fan Pages are a dime a dozen these days, and unless you aren’t engaging with your fans and they aren’t engaging (both in good ways and not so good ways), you are basically talking just to yourself and your inner circle. You don’t capitalize on how you can use social media and your investment in it to actually convert your strategy into business growth (if indeed that is your goal but in the end, we can all agree that everyone wants to be noticed as a group, brand, organization). How you make your audience get more engaged takes consistency, good content, true curation (it’s never about YOU, it is always about THEM), and just old-fashioned hard work. Anyone can get someone to like a page, it is what you do with it after that and how you support similar pages and communities that matter. Brands that are serious about engaging a very active Latino Facebook community need to understand that big numbers need to be tended to, like one tends to a garden. Patience, dedication, authenticity, and support. Then you get engaged loyal followers.
Here is an initial list of pages we have seen and either follow or are aware of. Again, if you would like to have your page added to our next study, post your like at the bottom of this post. Our goal is to eventually have a list of about 200 Latino Facebook Fan Pages that we will track FLOE every month. The reason we are doing this? To show our world a clearer real-time picture of where to find this coveted demographic on Facebook and who is engaging and interacting with brands, groups, and organizations at a given time.
Mexican Word of the Day: 1,222, 339 likes/2.4% FLOE
So Mexican: 561,107 likes/10.4% FLOE
Latinos in Social Media (LATISM): 135,360 likes/1.6% FLOE
Cuéntame: 74, 587 likes/2.2% FLOE
American Latino Museum: 69,981/3.9% FLOE
Being Latino: 68,336 likes/6.7% FLOE
Fox News Latino: 41,391 likes/3% FLOE
Other similar pages (one of which I founded last spring) continue to emerge and appear. It is clear that the Latino Facebook page is now getting traction. Here are some other pages:
Voto Latino: 13,107 likes/7.6% FLOE
Latino Rebels: 12,546 likes/25.7% FLOE (my group’s Facebook page)
Remezlca: 9,236 likes/7.6% FLOE
News Taco: 3,794 likes/10.8% FLOE
Gozamos: 3,445 likes/7.7% FLOE
Univision News: 2,918 likes/12.5% FLOE
NBC Latino: 1,514 likes/16.5% FLOE
Pocho.com: 1,056 likes/16.7% FLOE
Pa’lante Latino: 1,078 likes/10.5% FLOE
Tu Vez: 494 likes/22.4% FLOE
So, here is the list in terms of FLOE, to determine a real-time picture of who is engaging people on Facebook. The key is that if you keep staying engaged and keep your FLOE around 10% at all times, as you grow your fan base, you will grow your reach. Of course, once you get into the really big numbers, your FLOE loses its impact since then it truly becomes a numbers game. 60,000 engaged followers is still 60,000 engaged followers, no matter what your FLOE is. But even so, if you did achieve that number, wouldn’t it be cooler to get that number up to 120,000 with just a more consistent social media strategy?
- Latino Rebels: 25.7% FLOE
- Tu Vez: 22.4% FLOE
- Pocho.com: 16.7% FLOE
- NBC Latino: 16.5% FLOE
- Univision News: 12.5% FLOE
- News Taco: 10.8% FLOE
- Pa’lante Latino: 10.5% FLOE
- So Mexican: 10.4% FLOE
- Gozamos: 7.7% FLOE
- Remezlca: 7.6% FLOE
- Voto Latino: 7.6% FLOE
- Being Latino: 6.7% FLOE
- American Latino Museum: 3.9% FLOE
- Fox News Latino: 3% FLOE
- Mexican Word of the Day: 2.4% FLOE
- Cuéntame: 2.2% FLOE
- Latinos in Social Media (LATISM): 1.6% FLOE
That is the challenge Latino Facebook Pages face, and our hope is to have everyone we know accept that challenge and grow together. Let’s make 2012 and beyond the Year of True Engagement and Relationship Building.
Remember, add your Facebook URL page here if you want to be added to the next study.
NEXT WEEK: We will study Twitter and other newer cool social platforms like Pinterest, Tumblr, Storify, and others.