Social Media Marketing Is A Multicultural World
Mar 03I was encouraged to join Facebook by my friend Ken who, while I was on maternity leave, became addicted to the social networking site. I told him that I would happily join when my 8-month-old twins turned 18 and I had some free time to spare. Thankfully he ignored me and became my “administrator.” He picked a stock photo, set-up my profile, answered the questions, set my password and then proceeded to tell me for the next couple of days who had sent me a friend request. It was better than breaking news! After a few weeks I became hooked. I changed my photo, searched out friends from the past and way past and found myself connecting with even my colleagues at work whom I see everyday. Best of all I would get friend requests from friends I haven’t heard from in over 20 years. It was thrilling! I became a believer in the power of Facebook! For whatever reason I have not joined MySpace, but I think LinkedIn is an unbelievable networking tool. And in my Hispanic universe it allows me to keep the stars aligned.
I am convinced that Latinos love Facebooking because it allows us to do what we do best….to gossip, in a good way! OK, now I have to go update my status.
Social Media Marketing Is A Multicultural World
Social media is now ubiquitous. Usage of blogs, social networks, and video sharing sites is increasing rapidly, and millions of people now look to social media sites as their primary source of news, opinion, and entertainment. As we witness this dramatic shift from traditional to social media, we believe it’s important to examine its cultural dimensions – that is, who is driving this shift, what are the cultural factors behind it, and what are the implications for marketers seeking to reach specific ethnic/cultural groups via social media? We recently conducted an analysis of newly collected data to examine the patterns of social media behaviors of different ethnic/cultural groups in the U.S. …We found broad diversity in social media behaviors among different ethnic/cultural groups and that emerging minorities visit social networking sites more frequently than non-Hispanic whites.
Percent of respondents who visit social networking sites more than 2 or 3 times a month:
English-preferring Hispanics,36%
Asians, 34%
Spanish-preferring Hispanics, 27%
African Americans, 26%
Non-Hispanic whites,18%
Percent of respondents who visit MySpace or Facebook “regularly”:
English-preferring Hispanics,44% (MySpace) 18% (Facebook)
Spanish-preferring Hispanics,35% and 13%
Asians, 31% and 18%
African Americans, 29% and 12%
Non-Hispanic whites,22% and 7%
Percent of respondents 35 and younger who visit social networking sites more than 2 or 3 times a month:
English-preferring Hispanics, 58%
Asians, 58%
Non-Hispanic whites, 57%
Spanish-preferring Hispanics, 33%
African Americans, 33%
Percent of respondents 36 and older who visit social networking sites more than 2 or 3 times a month:
English-preferring Hispanics, 24%
Asians, 24%
Spanish-preferring Hispanics, 23%
African Americans, 17%
Non-Hispanic whites, 13%
Please visit this link for the full article: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=100595