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Social Media Viewed as an Important and Effective Tool for Reaching the Hispanic Market....Why are we so different?

Social Media Viewed as an Important and Effective Tool for Reaching the Hispanic Market, Hispanic Social Media Survey Finds — Although Most Don't Use a Latino-Tailored Social Media Program
Survey.com partnered with the Hispanic Public Relations Association (HPRA) and Hispanicize to conduct a survey on companies' social media programs, with particular focus on the Hispanic market. Among the key findings, released this week: Hispanic social media programs were viewed equally as important as mainstream social media programs (69% for each); while most respondents felt their social media programs are effective, Hispanic social media programs were noted as less effective than mainstream social media programs (56% vs. 64% effective respectively); and the same social media tools are used to target both the mainstream and Hispanic markets — though use in the Hispanic market is comparatively less. In addition, while 67% of respondents indicated their company has an ongoing Hispanic public relations program, fewer than half (45%) of companies surveyed use a Hispanic social media programs tailored to the Hispanic market, according to a Survey.com news release.


The 2011 TeleNoticias-LatinoWire Hispanic Social Media Survey was promoted through a coalition of industry organizations and trade media outlets that included the Public Relations Association of America, the Hispanic PR Blog and HispanicAd.com.

For the mainstream market, respondents indicated their companies predominantly communicate with their customers/clients through Facebook (92%), Twitter (83%), Blogs (58%), and YouTube (56%). Companies use these same social media tools to communicate with their Hispanic market customers and clients; Facebook (84%), Twitter (62%), YouTube (42%) and Blogs (40%).

  • Use of social media tailored to the Hispanic market remains an area for improvement.
  • Most companies' social media programs are not formally defined at the beginning of the fiscal year; either for the mainstream market or Hispanic market.
  • Social media continues to be a growing sector with increases anticipated for the next fiscal year.

58% of respondents anticipate their company or business unit's budget for social media will increase for the mainstream market in the next fiscal year; 60% anticipate a budget increase for social media for the Hispanic market.

Most respondents anticipated increases in the next fiscal year in their company or business unit's use of social media in several areas including:

  • Use of social media as a component of their marketing and communications program: 88%
  • Use of social media as a component in their Hispanic marketing and communications program: 81%
  • Outreach to Hispanic market bloggers: 68%
  • Outreach to mainstream/general market bloggers: 64%
  • Recruiting/hiring new talent to work as employees in social media: 56%

Survey.com conducted an online survey to collect data for this study. An email invitation with an embedded survey link was sent to prospective participants. Data was collected from March 22 to April 3, 2011. A total of 202 survey responses were collected.

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