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Posts Tagged ‘LATISM’


To be quite honest, we never thought that the Facebook page of LatinoRebels.com would ever achieve a similar spike in growth and engagement when we posted the now famous Thank You, Jesús meme in January, 2012.

But this week, it happened again for the Rebeldes, and it was a combination of many things. How did we get a 366% Facebook Level of Engagement (FLOE) rate?

It was a combination of several things. Here they are:

Damn Cat Pictures: This image, showing the history of art through depictions of cats, was shared with us by a fan. So we posted it. And we got over 5,000 shares in 4 days, proving once again that social media engagement is all about cats sometimes.

BanderaGate: The Daily News ‘oops’ moment of a Cuban flag instead of a Puerto Rican flag got us some attention this week. We were the first media outlet to break the story, and our piece was quoted and attributed by several major media outlets, including the New York Times, the HuffPost, and PrimeraHora.com from Puerto Rico.

The TIME cover: We were the first outlet on Facebook to share this week’s historic TIME cover (with credit back to TIME’s main site, but two hours before TIME’s own Facebook page posted the cover) and because of that, our post got more shares that TIME’s page (2,276 for the Rebeldes, compared to 1,725 shares for TIME). Being the first to report does have its advantages.

The Rebels’ FB post (credited to TIME) got more shares this week than TIME’s own post

The Facebook page of TIME posted the same cover two hours later around 9 am EST is about 500 shares less than the one posted by Latino Rebels (with credit) at 7:50 am EST on the same day.

#YoSoy132: We were one of the first media outlets in the United States to provide English-language social media coverage of what is being billed as the Mexican Spring. As a result, about 30% of all our Facebook engagement is coming from Mexico the last few week.

Finally, this increase in Facebook engagement has also directly influenced growth our on main website, LatinoRebels.com. According to our latest analytics, we are averaging 1,000 unique visitors a day, 1,600 pageviews a day, and 78& new visitors. Spread across the year, we have already achieved over a quarter of a million visits (269,831), over 200,000 unique visitors and 388,876 pageviews. We still believe we will be able to achieve 600,000 visits, 500,000 uniques, and about 750,000 pageviews. This is with no advertising and just through SEO and our social media networks. According to our internal traffic data and third-party sites like Alexa, we can say with certainty that LatinoRebels.com is one of the top independent Latino media sites in this world.

To put this week’s growth in perspective, the Facebook page of Latino Rebels is more engaging and more popular this week than the following media brands and pages on Facebook, even though all these pages have more fans, this week Latino Rebels is without question more engaging:

UPDATE, June 17, 2012: Our Facebook community surpassed the 1 million mark in total reach and our current FLOE is over 400%.

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This was a fun little thing to discover tonight.

The Facebook page of LatinoRebels.com, a company formed by me and 20 other like-minded Rebeldes, achieved a 151% Facebook Level of Engagement (FLOE) the past few days. As of tonight, our Facebook community had 14,717 likes and 22,716 people talking about our content or sharing what we post on our Facebook wall. This is the second time this year where the LatinoRebels.com Facebook page has had more people talking about the page than people liking the page. We will take it, and we want to thank all the amazing people who have been supporting us for over a year, all our new fans, and yes, even the new trolls that are showing up to tell us to go back to Mexico.

Our current engagement and total number of people talking about our Facebook content also outdrew the Facebook pages of Telemundo and Univsion today. We have 100% total respect for these brands, but when our Facebook page has more people talking about us than the Facebook pages of Telemundo and Univision, it just proves to us that yes, there is an audience for independent content, journalism, humor, and analysis of the US Latino world. ¡GRACIAS MIL to our Facebook community!

In the next coming months, LatinoRebels.com and Latino Rebels, LLC will be sharing some news that we think will take our brand to its next stage of growth. Our latest website traffic places us as one of the top US Latino independent media pages in the world. We LOVE our supporters and our fans. And stay tuned, we will have much more to share!

Below are screen shots from Telemundo (15,510 people talking about it) and Univision (13,041) tonight. Long live alternative content and independent media. In the end, a niche can be found, but we also think that a strategic and focused use of social media can also positively impact your brand and your website. Such is the case with LatinoRebels.com. Let’s hope the trend continues.

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In one year, LatinoRebels.com, an independent media page founded by 20 other individuals (including myself), has outpaced other more established mainstream Latino media pages as well as several independent Latino online pages. We agree 100% that the Latino digital space is a growing and untapped market, and the fact that several pages are beginning to hit a sweet spot when it comes to traffic and unique visitors should serve a call to brands and organizations that are trying to capitalize on a market that has become digitally savvy and influential. Conferences like LATISM and Hispanicize are taking the lead in communicating this message to the mainstream and we welcome all pages that are creating and curating what was once an underserved market.

So far, according to our own Google Analytics, LatinoRebels.com has achieved the following traffic on a shoestring budget and with a social media strategy that spans several platforms (we are active on Facebook, Twitter, YouTube, Pinterest, G+, Tumblr, Storify, and Instragram) for our different niche markets: 303,131 visits, 239,094 unique visitors, 432,598 pageviews, and 78.79% new visitors, with 21.21% returning visitors. Since January 1, 2012, LatinoRebels has gotten 238,806 visits, 183,204 unique visitors, 342,571 pageviews, which if we average out for all of 2012, would are anticipating the following 2012 yearly traffic: 576,000 visits, 445,000 unique visitors, and 834,000 pageviews. That would result is an 900% increase in yearly traffic between 2011 and 2012. In addition, our current visitors spend an average of 1:07 minutes on our site per visit. Even though social media helps us to get more readers to our site, the goal of our company is to highlight our main site and share stories and content we feel is relevant to our community.

This past April, according to Compete.com (which works of a sample of 2 million Internet user profiles in the United States only), LatinoRebels gained more unique US visitors (12,234 measured on April 20) than the following English-language Latino media and cultural sites:: NBC Latino (12,181 UVS), Univision News (7,612 UVS), News Taco (9,929 UVS), Being Latino (10,127 UVS), Pocho.com (2,992 UVS), Voxxi (11,340 UVS), and Remezlca (7,033 UVS). Our current Compete.com ranking is 129,171 in the US and we saw a 74.50% increase in our UVS for the US in April. FYI, the most successful independent Latino media page we came across on Compete was Hispanically Speaking News with an impressive 47,384 UVS for April.

Besides Google Analytics and our own WordPress analytics (our SlimStats since May 6, 2012 have listed 99,859 hits to our site—search engines, bots, and humans combined—with 12,522 unique IPS in the span between May 6-May 19). This data slice confirms that our current unique human traffic according to our own internal stats averages about 30,000 uniques with about 50,000 pageviews (Our content and stories in March still had us at 50,000 uniques and 100,000 pageviews) per month in 2012 right now.

Another tool that partners and our clients use to measure us is Alexa. We don’t think Alexa is the end all and be all of traffic (and you need to enhance its data with your own internal data), but it is an industry standard used by many to “check you out.” As of today, May 20, 2012, our current Alexa ranking is as follows: 163,009 of all the Alexa-tracked web pages in the world and 39,698 in the US. We have accomplished this in a span on just one year and 20 days. In the last three months, our Alexa traffic has increased 150% although this past month we have seen a dip in traffic (blame it on the good spring weather).

Compared to other similar sites, LatinoRebels.com can definitely say that it is one of the top Latino media pages in the world. Here is where we stand with other sites:

MAY 20, 2012 Alexa Rankings (by GLOBAL RANKINGS)

  1. Hispanically Speaking News: 55,509 global, 13,380 US
  2. Voxxi: 105,501 global, 30,620 US
  3. Remezcla: 143,043 gloval, 26,263 US
  4. Latino Rebels: 163,009 global, 39,698 US
  5. Being Latino: 247,612 global, 48,184 US
  6. Latism: 269,282 global, 41,566 US
  7. NBC Latino: 315,389 global, 66,316 US
  8. Univision News: 324,654 global, 84,597 US
  9. Hispanicize: 330,208 global, 86,204 US
  10. Pocho.com: 481,821 global, 110,355 US
  11. News Taco: 568,719 global, 166,033 US

Again, this is just a sample of some pages that are part of our daily Latino online universe. We don’t list this ranking as a competition, but instead to put the context of where Latino Rebels stands within this world. In the end, having ALL Latino-themed pages doing well (and many are) is a great thing. However, this data confirms that Latino Rebels is getting the traffic, and even after our explosive growth of early 2012, we have been able to sustain our traffic and we have become a viable destination page for readers who are looking for US Latino content and information on a global level.

We have yet to truly dive into the product branding world, since we like our independent streak and our ability to control our own destiny, but we do welcome any dialogue with any group, brand, or organization that thinks our page’s vibe and content is of value to them. Quite frankly, if the fit is right, we will be more than happy to share stories, content, ideas, profiles, etc. that speak to the growing world of the US Latino digital space.

Finally, we believe that our group has the savvy and expertise to help anyone, both Latino-themed brands and non-Latino ones. In less than 13 months, we literally went from 0 to becoming one of the top Latino pages (and now pages) in the world. We do it a bit differently than others, but we can assure you that we will deliver. Just look at the numbers. They don’t lie.

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At the end of this post, you will find Month 3 for Latino-themed Facebook pages and their Facebook Level of Engagement (FLOE). Like we said last month:

When we first posted last month about the importance of engagement over numbers when it comes to Facebook pages for organizations and brands, our intent was to offer a sampling of the thousands of Latino-themed Facebook pages out there. The list was no way near exhaustive, and like we said last month, if you are a page that would like to be added to the list, just post your link below in the comments section and add it.

Before we share the latest list, just a quick reminder that this is all about engagement. The goal is to ensure that you achieve the maximum results in the number of likes that you have on a consistent basis, since the more people are talking about you, the better your chances are at establishing real relationships and getting more interest in your online content and properties.

Also, we should ALL strive to be like the Facebook page of George Takei, the KING OF FACEBOOK. Look at his latest numbers: 1,799,194 likes · 870,791 talking about this (that is a 48.3 FLOE).

This month, we decided to just list the Facebook Level of Engagement (FLOE) percentages. Of course, many pages have a lot of likes but imagine if you are one of those pages and you can push your FLOE over 15%? 20%? 30%? These FLOE percentages are all based on real-time stats taken this morning, May 10. We also decided to make one master list, and encourage other brands and organizations to pass on their Facebook links to us so we can add you the the June list. Why are we doing this? Here are our reasons:

  1. We want to start curating a master list of Latino-themed Facebook pages.
  2. We want to see if all these pages can achieve a consistent FLOE of 15%. Once that happens, imagine the possibilities.
  3. Don’t just work to get the numbers, once you have the numbers, curate content that will have people talking about your page. With greater numbers, you have a greater chance of engaging people and having people sharing your content on Facebook organically.
Ok, here is the May list. (Full disclosure: Latino Rebels is my organization.) And like we said, Facebook is just one part of your strategy, it is not THE strategy. The key is always about your main content hub and how a place like Facebook can get you more engaged followers and loyalists.

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

  1. Mamiverse: 57.6%
  2. Cosmo for Latinas: 51.2%
  3. Pocho.com: 26.0%
  4. Latino Rebels: 19.6%
  5. So Mexican: 18.3% (136,000+ people talking about it)
  6. American Latino Museum: 12.3% (over 11,000 people talking about it)
  7. NBC Latino: 12.1%
  8. VOXXI: 11.2%
  9. Despierta América: 10.3% (over 9,000 people talking about it)
  10. HuffPost Latino Voices: 10.1%
  11. Being Latino: 9.9%
  12. The Big Tino: 8.3%
  13. Gozamos: 7.9%
  14. Primer impacto: 6.8% (over 11,000 people talking about it)
  15. Somos Verizon Fios: 6.7%
  16. Voto Latino: 5.8%
  17. Univision News: 5.8%
  18. Vitera: 5.8%
  19. Hispanicize: 5.3%
  20. Latina: 5%
  21. Pa’lante Latino: 5.0%
  22. Remezcla: 4.8%
  23. Cuéntame: 4.6%
  24. Es el momento: 4.5%
  25. Telemundo: 4.4% (over 11,000 people talking about it)
  26. Mun2: 4.4%
  27. Immigrant Archive Project: 4.3%
  28. News Taco: 4.1%
  29. Sofrito for Your Soul: 4.1%
  30. Univision: 3.8% (over 15,000 people talking about it)
  31. National Council of La Raza: 3.6%
  32. El Diario NY: 3.5%
  33. Hispanically Speaking News: 3.1%
  34. People en español: 2.9%
  35. Fox News Latino: 2.4%
  36. Calle 13: 2.2% (over 25,000 people talking about it)
  37. El Gordo y la Flaca: 2.1%
  38. Mexican Word of the Day: 1.5% (over 19,000 people talking about it)
  39. National Hispanic Foundation for the Arts: 1.1%
  40. Latinos in Social Media: .004%

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We thought it would happen, but we didn’t think it would happen three days before the end of the month, but this afternoon LatinoRebels.com (a site run and administered a dedicated group of about 20 social media influentials that is dedicated to alternative media, opinion, commentary, politics, Latino culture, history, analysis, comedy, independent journalism, blogging, music, and general mayhem) eclipsed 100,000 pageviews (and over 50,000 unique visitors) in the month of March. It is the first time our company has reached this number in a month’s worth of traffic. The 100,000 pageviews in March also eclipsed our total traffic of 2011, from when we launched the site on May 5, 2011 until December 31. Here is a screen capture from our Google Analytics:

To everyone who has read us, THANK YOU. Our latest web rankings today also pushed our Alexa ranking into the following numbers, making us one of the top (if not, the top) independently-owned Latino media websites in the US (and we won’t complain about our global ranking either). We are entering our last month before our one-year anniversary and we feel that 2012 will be another banner year. Crazy.

So how do we feel today about our latest news? Hit it, House of Pain.

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A year hasn’t even gone by since LatinoRebels.com launched on May 5, 2011 and the merry and mischievous band of social media influentials who formed together to create a site that spoke to their world through comedy, commentary, analysis, activism, politics, social media, music, and independent journalism has become one of the country’s (and now the world’s) top independent sites for US Latino content, news, issues, and just general mayhem. In just 10 months, some very cool and very amazing things have happened. Here are just a few, and yes, we will have more to share on May 5, 2012, when LatinoRebels.com turns 1:

  • As of tonight March 26, 2012, according to our Google Analytics, LatinoRebels.com has gotten over 176,000 unique vistors, with over 220,000 visits and over 317,000 pageviews. We still have about six weeks until we complete our first year online, and we feel that we are on target to complete over 250,000 uniques and 400,000 page views in our first year of existence.
  • As of March 20, 2012, we have already exceeded our total 2011 traffic. In other words, all the traffic we got from May, 2011 until December 2011 (eight months), we exceeded that number in less than three months in 2012. We have experienced about a 240% increase in our traffic in the last two months, and this week alone (March 19-March 26) we have gotten over 15,000 unique visitors and over 25,099 pageviews. In addition, with just five days left in March, we are on target to achieving 100,000 pageviews and over 50,000 unique visitors. Spread over a year, that would come out to 1.2 million pageviews and 600,000 unique visitors. Those figures were just pipe dreams, now we are in the running to achieve that goal.
  • Our current Alexa ranking for March 26, 2012 is this:

  • Compete.com is another site we use, besides our own Google Analytics and WordPress stats and this is what they list the page at as of February, 2012. According to Compete.com, we say a 12.16% increase in unique visitors from January 2012 to February 2012 and we are currently ranked 181,304 in the world, having moved up another 29,254 slots up the rankings in just one month.

  • According to Quantcast, which we activated for our site on March 9, 2012 (so we don’t have a full month’s worth of data), these are our current rankings and daily traffic for last week as of tonight:

To all who have been there with us from the very beginning, thank you. This amazing growth took some luck but it also shows that if you write good content, stay true to yourself and independent, use social media and authentic networking and relationship-building to complement your page’s goal, and curate content that you feel matters to your community, you will attract interest. We will continue to be who we are, even if we just had one reader (or even if we had no readers). However, we are not going to lie about this: this feels pretty good. The Rebeldes thank you all!

Independent journalism and content creation lives. We are proud to be Rebeldes.

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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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