Social Latinos Take Center Stage: Looking Ahead to Hispanicize in L.A.

April 5, 2011

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The FH Hispania team is gearing up for Hispanicize 2011 – the national Hispanic PR and Social Media conference to be held in Los Angeles, April 6-8th. During a Twitter Party about the event, the enthusiasm among bloggers and online influencers was high and a great example of how communities are coming together to collaborate, share best practices and engage.

A couple of weeks ago during SXSW, we had the opportunity to get together with Latino bloggers attending the massive event in Austin and discuss where the demographic is going in terms of online interaction.
We joined forces with Hispanicize – an organization founded by Manny Ruiz and dedicated to servicing brands and Latina/o bloggers through in-depth industry news, webinar trainings, technology guides, online forums and a comprehensive directory and networking – to host the Hispanicize & FH Hispania Latino Social Media Breakfast.

Latino media and technology professionals in town were invited to participate and many dropped by to network, share experiences and get a taste of Hispanicize 2011 – 2nd Annual Hispanic PR & Social Media Conference. For more on the breakfast and Hispanicize 2011, watch our video below, featuring attendees Boris Portman with Descuento Libre and Ivan Davila from El Buen Samaritano, who share some insight on Latino social media trends.

Hispanicize & FH Hispania – Latino Social Media Breakfast Video 

Organized by Hispanicize and the Hispanic Public Relations Association (HPRA), Hispanicize 2011 brings together the nation's Hispanic marketers, PR professionals and bloggers over the span of three days for a variety of workshops, trainings, blogger expos and networking events designed to advance the growth and development of the Hispanic public relations and social media blogging and marketing industries. For more information on the conference click here.

Latinos 3.0 – online or offline, being social is not optional
The Hispanic population is embracing social media platforms like never before, particularly Facebook, Twitter and blogs. This comes as no surprise given that Latinos place significant value on being able to communicate as a family and within the community. Interest in socializing with other people, creating and sharing content as well as listening to music online, rank highly among U.S. Latinos, both young and old.

Because of these cultural factors, Louis Pagan, managing partner of Hispanicize, believes Latinos will play a key role in the future of social media overall, and will have enormous influence in the space and the brands looking to leverage it.

Latinos Using Facebook & YouTube
There are 3,875,440 Latinos on Facebook who live in the U.S. or Puerto Rico that have their language set up to Spanish or Spain Spanish, according to figures from Facebook Advertising. This number excludes the thousands of bicultural Latinos, like many in FH Hispania, who set up their language to English.

Among key findings from a Google and Ipsos OTX MediaCT study: Latinos are more likely to purchase a product or seek customer support on social media than non-Hispanics, are more inclined to have a positive attitude towards online ads than non-Hispanics, are avid online video watchers, and engage with longer-form content. In fact, 67% of Latinos surveyed watch movie clips and trailers, 57% share videos, and Hispanics are also more likely to engage with the content than non-Hispanics according to the study. 

Latinos Using Twitter & Location-Based Services
According to the latest Pew Internet and American Life Project report, 18 percent of Hispanics online are Twitter users, compared to 13 percent of non-Hispanic blacks and 5 percent of non-Hispanic whites. Location-based services like Foursquare and Facebook Places are also popular amongst Latinos with 10 percent of online Hispanics using these services, compared to 5 percent of non-Hispanic blacks and 3 percent of non-Hispanic whites.

This usage difference supports similar studies noting how Hispanics are increasingly relying on smartphones to take full advantage of location services. Another important factor at play here is that Latinos are less likely to own a computer at home and rely on their mobiles to connect to the Internet.

Hispanic Outlets Using Social Media
Spanish news outlets are also getting in on the action. Earlier this year Telemundo launched Social@Telemundo to focus on social media initiatives using Facebook and Twitter linked with its content, including sports shows and novelas. While Univision.com, the #1 Spanish-language website among U.S. Hispanics, offers its own social networking service where users can share videos, photos, chat about the latest entertainment news, and stay connected with family and friends.