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Posts Tagged ‘Hispanic’


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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We get very excited when our dear friends have great news to share and in the case of Adrian Carrasquillo (@RealAdrianC on Twitter), today marks a time to celebrate a very cool accomplishment for him and @NBCLatino. They are going social, and we wish them all the best! We asked Adrian to share his thoughts about the essence of NBC Latino. Here they are:

“I’m happy to announce that we’ve launched the NBC Latino social media presence on Facebook and Twitter. Social is one of the pillars of our vision. We come nowhere near our mission unless we have the pulse of our community. But we wanted to do it right. Now that we’ve worked to hone our editorial voice we feel we are ready to launch social.

We want to appeal to Hispanics who feel that there has been something missing from Latino news. Our hope is that by immersing ourselves in the community and elevating what we all see as the Latino news conversation, we will better reflect the nuance, richness and depth of the U.S. Latino experience.

I subscribe to the theory that the most precious resource on the Internet is the time and attention of readers. You can’t survive in 2012 by expecting people to type in the URL to your website. Since 25 percent of all online trips in the U.S. end up on Facebook and Twitter and have become the online town square, I want us to tap into the vast Hispanic online community and present content that is fun, fresh, inspired and smart on the platforms where they already are.

I’ve come to know, respect and admire a lot of people in the Latino space in the last year and a half — from influencers and bloggers to amazing people furthering Hispanic initiatives through the social community. We want to continue to tell important stories and I want everyone who comes across our content to feel ownership of it. We want to represent them and we want them to keep us honest.

So I invite anyone to email me at adrian.carrasquillo@nbcuni.com or tweet to me @RealAdrianC if they have any questions, comments or concerns. Thanks to everyone who is joining us on this journey. I can speak for everyone at NBC Latino when I say that we’re honored to be in the position to make it with you.”

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ORIGINALLY POSTED FROM LATINOREBELS.COM

We will not be subtle about this: the self-proclaimed “movement” called the Tequila Party (which btw according to its organizers has only 2,000 members worldwide) is a farce, an insult and mockery to all Latino voters in the United States.

Our poll, which clearly shows that the vast majority of our readers think the name Tequila Party is just plain misguided and dumb, continues to get votes. The verdict is clear: over 80% of our readers think the name just does not work.

Now there are rumblings that Tequila Party spokesperson DeeDee García Blasé, who is making the rounds on mainstream media promotion an organization that quite frankly has no members (our Facebook page has more members that the TP), is just a puppet figure of a bigger (and strange) plan by the Republican Party to pander to Latino voters for the 2012 elections. In the next few weeks, we plan to expose this connect and quite simply, follow the money.


In the meantime, a new Facebook page called Stop the Tequila Party has been formed tonight by Facebook users and their mission is crystal clear. As their page’s mission states:

It is clear that the recent media lovefest with DeeDee García Blasé and the Tequila Party (which claims to have 2,000 people) is sad. Blase García is making a mockery of Latino issues in this country by using a stereotypical image of a Mexican drink to “represent” the Latino voices in the US. We respectfully disagree and are committed to show the hypocrisy of this so called “movement.”

Already a few members have joined the page and have said exactly what we are hearing from political insiders: Blase García is just a front of the Republican Party. Here is one post:

This is a FARCE of a group! A front! This group was started by a Republican for the purpose of getting the Hispanics to vote Republican. Typical of these Republicans. In this case, we have a woman that will say or do what she sees fit to fight against women’s rights and gay rights. She is an evangelical right wing nut job.

So, stay tuned as we begin to explore what the real political motive is about a “movement” that insults Latinos everywhere.

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