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This is happening.

Tonight. AGT Finale. Vote here after 10:55 EST. Also you can tweet a vote with “#VoteAgt Forte.”

FORTE with Josh Page, Sean Pannikar and my brother Fernando Varela. Let’s do this!

FORTE in #AGTFinale: Don't Forget to Vote Tonight!

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Ok, hopefully by now, I don’t have to explain much about this little experiment that started in March. But just in case, you can read about the background here. Let’s just get into it. 

Who, among a sample of a few pages, is the most engaging Latino Facebook Page at the beginning of October? Let’s see below. Anything above 15% is really strong. Anything above 40% is outstanding. Anything above 40% is beyond ridiculous and on another level.

Ok, here is the October list (numbers based on page checks on October 1, 2012 from 10:30 am-11:15 am EST; full disclosure: Latino Rebels is my organization. Also, this is just a data capture from a limited time window. We know that the “people talking about this” feature can fluctuate. This is not an exact science, but it does prove that having a highly engaged community will always benefit your brand, organization, group, etc.)

October’s Sampling of Latino Facebook Pages and Their Facebook Level of Engagement (FLOE)

  1. One Voice Radio: 412% (1,106 likes · 4,554 talking about this)
  2. Rico Puerto Rico: 266% (33,984 likes · 90,375 talking about this)
  3. Cultura: 158% (818 likes · 1,293 talking about this)
  4. Latino Rebels: 57.1% (21,739 likes · 12,213 talking about this)
  5. NBC Latino: 56.3% (18,394 likes · 10,667 talking about this)
  6. Fit Latina: 52.4% (1,504 likes · 787 talking about this)
  7. National Hispanic Foundation for the Arts: 48.5% (1,970 likes · 956 talking about this)
  8. Pa’lante Latino: 40% (1,875 likes · 750 talking about this)
  9. Presente.org: 39.7% (10,514 likes · 4,175 talking about this)
  10. So Mexican: 28.5% (1,592,875 likes · 454,152 talking about this)
  11. Pocho.com: 26.5% (2,540 likes · 648 talking about this)
  12. Es el momento: 26.3% (12,889 likes · 3,386 talking about this)
  13. VOXXI: 25.9% (9,673 likes · 2,505 talking about this)
  14. Cuéntame: 24.3% (85,763 likes · 20,850 talking about this)
  15. SoLatina: 23.5% (62,533 likes · 14,701 talking about this)
  16. Sofrito for Your Soul: 23% (9,425 likes · 2,172 talking about this)
  17. Voto Latino: 17.4% (50,834 likes · 8,848 talking about this)
  18. Despierta América: 16.8% (129,883 likes · 21,860 talking about this)
  19. SpanglishBaby: 16.7% (6,596 likes · 1,104 talking about this)
  20. Latino Justice: 14.3% (2,574 likes · 368 talking about this)
  21. Being Puerto Rican: 13.6% (21,642 likes · 2,948 talking about this)
  22. Think Mexican: 13.4% (5,322 likes · 717 talking about this)
  23. El Diario NY: 11.2% (7,398 likes · 826 talking about this)
  24. Disney World Latino: 11% (91,755 likes · 10,102 talking about this)
  25. Latina Bloggers Connect: 10.5% (1,953 likes · 205 talking about this)
  26. Primer impacto: 10.2% (239,953 likes · 24,566 talking about this)
  27. Gozamos: 9.3% (4,388 likes · 409 talking about this)
  28. HuffPost Latino Voices: 9.1% (8,054 likes · 736 talking about this)
  29. Being Latino: 8.4% (78,329 likes · 6,569 talking about this)
  30. Latina Mom Bloggers: 8.3% (1,368 likes · 114 talking about this)
  31. Remezcla: 8.2% (11,654 likes · 959 talking about this)
  32. Hispanically Speaking News: 7.5% (3,069 likes · 229 talking about this)
  33. People en español: 7.1% (180,811 likes · 12,583 talking about this)
  34. Los Pichy Boys: 7.1% (14,583 likes · 1,036 talking about this)
  35. Hispanicize: 7% (4,936 likes · 345 talking about this)
  36. Cosmo for Latinas: 7% (8,995 likes · 627 talking about this)
  37. Proud to Be Latina: 6.7% (1,702 likes · 114 talking about this)
  38. Univision: 6.5% (573,589 likes · 37,383 talking about this)
  39. CNN en español: 6.3% (1,167,362 likes · 73,297 talking about this)
  40. The Big Tino: 5.8% (62,847 likes · 3,629 talking about this)
  41. Calle 13: 5.2% (1,366,776 likes · 71,570 talking about this)
  42. Mayo Clinic (Español): 5% (1,911 likes · 95 talking about this)
  43. Ford en español: 4.8% (1,764 likes · 85 talking about this)
  44. Telemundo: 4.4% (341,016 likes · 14,849 talking about this)
  45. National Council of La Raza: 4.3% (20,089 likes · 871 talking about this)
  46. Latina List: 3.7% (3,037 likes · 111 talking about this)
  47. Pitbull: 3.6% (23,697,661 likes · 860,310 talking about this)
  48. Mun2: 3.6% (235,965 likes · 8,581 talking about this)
  49. Ask a Mexican: 3.3% (36,955 likes · 1,202 talking about this)
  50. Univision News: 3% (7,133 likes · 214 talking about this)
  51. News Taco: 3% (4,313 likes · 128 talking about this)
  52. Mamiverse: 2.9% (19,106 likes · 560 talking about this)
  53. La Cosmopolitana: 2.8% (1,331 likes · 37 talking about this)
  54. Mexican Word of the Day: 2.7% (1,310,759 likes · 35,909 talking about this)
  55. Vitera: 2.4% (4,564 likes · 108 talking about this)
  56. Somos Verizon Fios: 2.3% (45,952 likes · 1,052 talking about this)
  57. Latina: 2.1% (72,971 likes · 1,500 talking about this)
  58. Fox News Latino: 2.1% (67,728 likes · 1,443 talking about this)
  59. New Latina: 2.1% (4,498 likes · 96 talking about this)
  60. Immigrant Archive Project: 2% (12,138 likes · 247 talking about this)
  61. Papi Blogger: 1.6% (825 likes · 13 talking about this)
  62. El Gordo y la Flaca: 1.2% (319,364 likes · 3,849 talking about this)
  63. American Latino Museum: 1.1% (121,169 likes · 1,279 talking about this)
  64. Latinos in Social Media: .09% (143,490 likes · 1,249 talking about this)
  65. Selena Gómez: .08% (33,732,351 likes · 280,406 talking about this)
  66. Shakira:  .07% (54,626,349 likes · 368,018 talking about this)
  67. Toyota Latino: .06% (75,201 likes · 414 talking about this)
  68. Mi Casa Broadcasting: .06% (3,868 likes · 26 talking about this)

If you would like me to add your page to this list, just let me know with a comment to this blog.

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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 Latino1,078 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?

  1. Latino Rebels: 25.7% FLOE
  2. Tu Vez: 22.4% FLOE
  3. Pocho.com: 16.7% FLOE
  4. NBC Latino: 16.5% FLOE
  5. Univision News: 12.5% FLOE
  6. News Taco: 10.8% FLOE
  7. Pa’lante Latino10.5% FLOE
  8. So Mexican:  10.4% FLOE
  9. Gozamos: 7.7% FLOE
  10. Remezlca:  7.6% FLOE
  11. Voto Latino: 7.6% FLOE
  12. Being Latino: 6.7% FLOE
  13. American Latino Museum: 3.9% FLOE
  14. Fox News Latino: 3% FLOE
  15. Mexican Word of the Day:  2.4% FLOE
  16. Cuéntame: 2.2% FLOE
  17. 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.

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