Posts Tagged ‘Race and ethnicity in the United States Census’

Exactly two years ago today, while I was covering the latest from Puerto Rico, several of my friends shared a report about the island that, according to them, was a “must watch.” It was a segment called “Puerto Rico: The fiscal experiment,” produced by Al Jazeera. To this day, it is still one of the most comprehensive reports I have ever seen about Puerto Rico’s current situation. The piece was journalism at its best: tell the story, include different points of view, and invite viewers to draw their own conclusions.

I was highly impressed, and it was the first time I had ever really noticed the quality of news content Al Jazeera was producing in English.

Fast forward to the end of 2012. I was in New York City hanging with friends in lower Manhattan when I got a call from Washington, D.C. It was an Al Jazeera English producer for a show called “The Stream.” Would I like to be a guest next week to talk about Puerto Rico’s social media activism and the issues surrounding the “La Comay” controversy?


Even though my schedule couldn’t accommodate the invite, I was even more impressed that Al Jazeera English was dedicating time to a story that deeply connected with me and millions of others in the Latino online space. Ever since then, I was hooked to the “The Stream.” The combination of conversation and social media was powerful. Here was the new media “60 Minutes.” I soon found out that many of my friends also loved the show, as well as a huge part of our Latino Rebels community.

This Monday, I start my new job as a Digital Producer for “The Stream.” Having met the show’s core staff and leadership, this decision was an exciting one for me, as well as an easy one to make. Simply stated, “The Stream” fully understands the power of the new media. For example, tomorrow they are running an #OpenEditorial for content and ideas. They believe in amplifying stories that come from the ground up, a belief I have been embracing ever since I started tweeting in 2008 and founded LatinoRebels.com in 2011.

Although the Rebeldes will always be with me, my new position at “The Stream” allows me to expand my talents at a ground-breaking award-winning news show I believe is the future of news media.

And no, I won’t be disappearing from the online world. Quite the contrary. I will do my best to get the stories that matter to “The Stream.” If you ever have a story that you think needs attention, please do not hesitate to contact me via Twitter or Facebook. You know where to find me.

This is going to be an incredible adventure. Something’s coming, for sure.

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Before I start, I was really happy to see so many familiar faces and people who made the Forbes’ list of 2013 Social Media Power Users. People like Ted Rubin, Chris Brogan, Ann Handley, Jessica Northey, Aaron Lee, Mari Smith, Calvin Lee, Jeff Bullis, Gary Vaynerchuk, etc. are all amazing people, and I am really happy to see them get listed.

However, the overall list sadly lacks in diversity, and it specifically ignores well-known and established Latino Power Users. Again. It is becoming a common and disturbing trend, one that needs to stop.

The author of the piece, Haydn Shaughnessy, could have clearly dug a little deeper when it comes to “influence.” Yes, he established his criteria through Peek Analytics, with the assumption that this is all about “reach.” (By the way, my Peek is 327.) That is only part of the full picture. Reach only takes you so far. It is the quality of your reach that matters. For example, my company Latino Rebels has become a go-to source for many members of the national media. Our community is highly loyal and highly engaged, and it serves a demographic (bilingual, bicultural young Latinos) that is the new “hot” demo. How do you measure that influence? By a Peek score? Or by people who come to your site and social media networks every day, who want to engage you and want to support you? The real Power User builds lasting relationships, and while many of the 2013 Forbes Power Users listed do follow that course, many others on the list do not. And that is why the list fails, in my opinion.


So I ask again: where are the Latino Power Users? Does Shaughnessy not know about Latism or Hispanicize? Does he not know about Elianne Ramos (the Latism Reina) or Laura Gómez (the first Latina at Twitter)? These are just two very specific examples of Power Users who have earned the respect, love, and credibility of the Latino digital community. I could also give Shaughnessy about 20-30 names, but I wonder if he even read this opinion piece from the HuffPost that speaks to how Latinos just can no longer be ignored in the social space:

Latinos, who have been recorded as the group with the highest rate of early adopters are continuously embracing technology faster than any other demographic in the United States.

According to a report by Pew Internet and American Life Project, 18 percent of Latinos online are Twitter users, a greater percentage than their counterparts in every other category.

On Facebook, Latinos are also using the social media platform at a higher rate than their counterparts, with 54.2 percent of Latinos online regularly using Facebook, just above non-Latino blacks at 47.7 percent and non-Latino whites at 43 percent, according to marketing company Big Research.

Successful organizations such as United We Dream and Latism have been able to implement positive change within their communities because they not only understand Latinos, they also know how to successfully engage them. To give you an idea of their reach, United We Dream has 4,911 Twitter followers and over 13,000 “Likes” on Facebook, and Latism has over 23,000 Twitter followers and over 150,000 “Likes” on Facebook.

Or did he even read this 2012 report from Nielsen?

Social is another platform where Latinos are especially active and rising in numbers.  During February 2012, Hispanics increased their visits to Social Networks/Blogs by 14 percent compared to February 2011.  Not only are Latinos the fastest growing U.S. ethnic group on Facebook and WordPress.com from a year ago, but also Hispanic adults are 25 percent more likely to follow a brand and 18 percent more likely to follow a celebrity than the general online population.

Do you think that this happens by accident? No. It is because there is a very dynamic and influential group of Latino Power Users who are building real communities each and every day.

I know that many of those 2013 Forbes Power Users understand that the Latino social space is thriving. Last week at Hispanicize in Miami, for example, I ran into one 2013 Power User (and fellow Knick Fan) Ted Rubin, who was at that conference and making serious connections. Because Ted gets it, and he’s nice, too. Latinos are the future of social media, and I won’t accept Shaughnessy’s list for the very simple reason that it only gives you a narrow mainstream view of social media.

Forbes and Shaughnessy failed again by excluding several Latino Power Users on its list. You know why? Because they don’t have a clue about what is really happening in that space, and they have shown no desire to learn more about that space. So they follow the safe choice, because safe is not risky.

I sure hope that one day Shaughnessy actually starts engaging the Latino Power Users more and more. He might learn a thing or two.

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It is July 1 and it’s time for another review of Latino-themed Facebook pages and their Facebook Level of Engagement (FLOE). Like we said last month:

Our intent was to offer a sampling of the thousands of Latino-themed Facebook pages out there. The list was no way near exhaustive, 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.

Let’s first check in with the Facebook page of George Takei, the KING OF FACEBOOK. His latest numbers as of this morning: 2,171,810 likes · 2,304,737 talking about this (that is a 106.1% FLOE, another outstanding month for the Facebook Page King).

Like we say every month, 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, July 1. 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 to the July 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.
  4. We decided to keep some of the bigger Latino celebrity pages since a few agencies asked us to do this. It is exciting to see that such pages has millions and millions of likes, but the fact remains: all those pages are under-performing in terms of engagement rates. Just look at George Takei’s page. He has 2 million likes and his engagement rate is off the charts. Celebrity pages just don’t get it. FOLLOW TAKEI’S MODEL!

Ok, here is the July list (numbers based on page checks on July 1, 2012 from 9am-11am EST; full disclosure: Latino Rebels is my organization.)  It is very important to note that Facebook can be fickle. For example, a page might all of a sudden have 10,000 people talking about it, but then it dips down to 6,000 again.

Nonetheless, we are just trying to capture a moment in the monthly life of a Facebook page. This is not a definitive data study, since they only way to capture that is to have pages actually submit the real hard admin data.

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.

A huge shout out to the Facebook page of SO MEXICAN, which had over 500,000 people talking about its page. And Pitbull’s page finally showed some increase in engagement with over 20 million fans.

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

  1. Latino Rebels: 143% (16,210 likes · 23,179 talking about this)
  2. Fit Latina: 73.1% (841 likes · 615 talking about this)
  3. So Mexican: 56.2% (907,026 likes · 509,900 talking about this)
  4. Pocho.com: 35.1% (1,624 likes · 571 talking about this)
  5. Voto Latino: 32.2% (17,369 likes · 5,598 talking about this)
  6. VOXXI: 30.0% (1,516 likes · 456 talking about this)
  7. Being Latino: 26.1% (74,698 likes · 19,583 talking about this)
  8. Mamiverse: 25.7% (18,744 likes · 4,826 talking about this)
  9. NBC Latino: 22.3% (3,151 likes · 703 talking about this)
  10. Sofrito for Your Soul: 20.6% (8,084 likes · 1,669 talking about this)
  11. The Big Tino: 20.3% (72,371 likes · 14,733 talking about this)
  12. Gozamos: 19.2% (3,866 likes · 743 talking about this)
  13. SoLatina: 18.7% (59,220 likes · 11,105 talking about this)
  14. Remezcla: 17.4% (10,459 likes · 1,819 talking about this)
  15. El Diario NY: 15.5% (4,430 likes · 688 talking about this)
  16. Fox News Latino: 15.3% (63,068 likes · 9,620 talking about this)
  17. Despierta América: 11.7% (102,266 likes · 11,975 talking about this)
  18. Ford en español: 10.4% (1,542 likes · 161 talking about this)
  19. Primer impacto: 10% (187,400 likes · 18,741 talking about this)
  20. Pa’lante Latino: 9.7% (1,347 likes · 132 talking about this)
  21. Cuéntame: 9.5% (80,108 likes · 7,616 talking about this)
  22. Telemundo: 9.1% (298,590 likes · 27,048 talking about this)
  23. HuffPost Latino Voices: 8.7% (6,515 likes · 568 talking about this)
  24. Latina: 7.7% (65,506 likes · 5,053 talking about this)
  25. Disney World Latino: 8.1% (49,467 likes · 4,032 talking about this)
  26. National Council of La Raza: 7.8% (18,538 likes · 1,438 talking about this)
  27. Being Puerto Rican: 7.5% (19,029 likes · 1,435 talking about this)
  28. SpanglishBaby: 6.7% (5,175 likes · 347 talking about this)
  29. Mexican Word of the Day: 6.3% (1,308,727 likes · 82,767 talking about this)
  30. Latina List: 5.8% (2,908 likes · 169 talking about this)
  31. Pitbull: 5.7% (21,347,089 likes · 1,222,217 talking about this)
  32. Univision News: 5.7% (5,466 likes · 309 talking about this)
  33. American Latino Museum: 5.5% (118,758 likes · 6,488 talking about this)
  34. Los Pichy Boys: 5.5% (12,956 likes · 708 talking about this)
  35. National Hispanic Foundation for the Arts: 5.4% (1,368 likes · 74 talking about this)
  36. Cosmo for Latinas: 4.8% (6,543 likes · 314 talking about this)
  37. Vitera: 4.7% (4,508 likes · 215 talking about this)
  38. Mun2: 4.6% (197,707 likes · 9,031 talking about this)
  39. News Taco: 3.9% (4,160 likes · 164 talking about this)
  40. Immigrant Archive Project: 3.7% (11,842 likes · 441 talking about this)
  41. Calle 13: 3.3% (1,203,360 likes · 40,058 talking about this)
  42. Es el momento: 3.3% (11,297 likes · 375 talking about this)
  43. Think Mexican: 3.1% (4,732 likes · 148 talking about this)
  44. People en español: 2.7% (162,232 likes · 4,420 talking about this)
  45. Hispanicize: 2.7% (4,404 likes · 119 talking about this)
  46. Ask a Mexican: 2.5% (35,205 likes · 887 talking about this)
  47. Hispanically Speaking News: 2.5% (2,913 likes · 74 talking about this)
  48. Cristiano Ronaldo: 2.5% (46,139,838 likes · 1,175,161 talking about this)
  49. Somos Verizon Fios: 1% (34,378 likes · 338 talking about this)
  50. Selena Gómez: 1.4% (31,855,530 likes · 431,576 talking about this)
  51. La Cosmopolitana: 1% (1,250 likes · 22 talking about this)
  52. Shakira:  0.09% (52,251,465 likes · 468,098 talking about this)
  53. El Gordo y la Flaca: 0.08% (297,843 likes · 2,469 talking about this)
  54. Toyota Latino: 0.006% (73,980 likes · 463 talking about this)
  55. Latinos in Social Media: .002% (139,118 likes · 239 talking about this)

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