![Page 1: Black & Latino dominance on Twitter & Facebook, yet omission from Social Media Strategy](https://reader034.vdocument.in/reader034/viewer/2022051816/545b9bf9af795953128b5908/html5/thumbnails/1.jpg)
African Americans & Latinos:
Dominant on Twitter & Facebook,
Omitted from Social Media
Strategies #smwmulticultural
![Page 2: Black & Latino dominance on Twitter & Facebook, yet omission from Social Media Strategy](https://reader034.vdocument.in/reader034/viewer/2022051816/545b9bf9af795953128b5908/html5/thumbnails/2.jpg)
What’s on the agenda?
Why Multicultural?
Short list of ‘Who’s Who’ in social media
Trending: what’s happening in this space?
Thinking Total Market
Q&A
![Page 4: Black & Latino dominance on Twitter & Facebook, yet omission from Social Media Strategy](https://reader034.vdocument.in/reader034/viewer/2022051816/545b9bf9af795953128b5908/html5/thumbnails/4.jpg)
Hispanic Spending
![Page 5: Black & Latino dominance on Twitter & Facebook, yet omission from Social Media Strategy](https://reader034.vdocument.in/reader034/viewer/2022051816/545b9bf9af795953128b5908/html5/thumbnails/5.jpg)
African American Spending
![Page 6: Black & Latino dominance on Twitter & Facebook, yet omission from Social Media Strategy](https://reader034.vdocument.in/reader034/viewer/2022051816/545b9bf9af795953128b5908/html5/thumbnails/6.jpg)
Multicultural Media Evolution
![Page 7: Black & Latino dominance on Twitter & Facebook, yet omission from Social Media Strategy](https://reader034.vdocument.in/reader034/viewer/2022051816/545b9bf9af795953128b5908/html5/thumbnails/7.jpg)
Hispanic adults
African American adults
White adults
![Page 8: Black & Latino dominance on Twitter & Facebook, yet omission from Social Media Strategy](https://reader034.vdocument.in/reader034/viewer/2022051816/545b9bf9af795953128b5908/html5/thumbnails/8.jpg)
By the Numbers
27% African Americans
28% Hispanics 14% Whites
![Page 9: Black & Latino dominance on Twitter & Facebook, yet omission from Social Media Strategy](https://reader034.vdocument.in/reader034/viewer/2022051816/545b9bf9af795953128b5908/html5/thumbnails/9.jpg)
By the Numbers
2/3 of all US adults are on Facebook
![Page 10: Black & Latino dominance on Twitter & Facebook, yet omission from Social Media Strategy](https://reader034.vdocument.in/reader034/viewer/2022051816/545b9bf9af795953128b5908/html5/thumbnails/10.jpg)
By the Numbers
23% African American 18% Hispanic 11% White
5% African American 8% Hispanic 6 % White
8% African American 10% Hispanic 18 % White
![Page 11: Black & Latino dominance on Twitter & Facebook, yet omission from Social Media Strategy](https://reader034.vdocument.in/reader034/viewer/2022051816/545b9bf9af795953128b5908/html5/thumbnails/11.jpg)
Why the Popularity?
• Evolution of Technology
• Nature of the Communication
![Page 12: Black & Latino dominance on Twitter & Facebook, yet omission from Social Media Strategy](https://reader034.vdocument.in/reader034/viewer/2022051816/545b9bf9af795953128b5908/html5/thumbnails/12.jpg)
Why the Omission?
![Page 13: Black & Latino dominance on Twitter & Facebook, yet omission from Social Media Strategy](https://reader034.vdocument.in/reader034/viewer/2022051816/545b9bf9af795953128b5908/html5/thumbnails/13.jpg)
It’s Just Twitter…
![Page 14: Black & Latino dominance on Twitter & Facebook, yet omission from Social Media Strategy](https://reader034.vdocument.in/reader034/viewer/2022051816/545b9bf9af795953128b5908/html5/thumbnails/14.jpg)
Social Media Helps…
• Advocate for issues
• Connect with like minds
• Share news and expertise
• Enhance entertainment
![Page 15: Black & Latino dominance on Twitter & Facebook, yet omission from Social Media Strategy](https://reader034.vdocument.in/reader034/viewer/2022051816/545b9bf9af795953128b5908/html5/thumbnails/15.jpg)
‘Who’s Who’
Individuals Groups
![Page 17: Black & Latino dominance on Twitter & Facebook, yet omission from Social Media Strategy](https://reader034.vdocument.in/reader034/viewer/2022051816/545b9bf9af795953128b5908/html5/thumbnails/17.jpg)
Trending: Activating Passion Points
Food & Family
Music & Sports
![Page 18: Black & Latino dominance on Twitter & Facebook, yet omission from Social Media Strategy](https://reader034.vdocument.in/reader034/viewer/2022051816/545b9bf9af795953128b5908/html5/thumbnails/18.jpg)
Trending: #SmartBlackWomenOnTwitter
#Smart LatinaWomenOnTwitter
![Page 19: Black & Latino dominance on Twitter & Facebook, yet omission from Social Media Strategy](https://reader034.vdocument.in/reader034/viewer/2022051816/545b9bf9af795953128b5908/html5/thumbnails/19.jpg)
Trending: Positively Perfect for Holidays
![Page 20: Black & Latino dominance on Twitter & Facebook, yet omission from Social Media Strategy](https://reader034.vdocument.in/reader034/viewer/2022051816/545b9bf9af795953128b5908/html5/thumbnails/20.jpg)
Trending: Hablamos Español… and English!
![Page 21: Black & Latino dominance on Twitter & Facebook, yet omission from Social Media Strategy](https://reader034.vdocument.in/reader034/viewer/2022051816/545b9bf9af795953128b5908/html5/thumbnails/21.jpg)
Social Media Considerations • Cultural relevance and attention to online behaviors is KEY to
success
• African American and Hispanics are social butterflies and prefer social networking platforms to communicate and socialize online
• Considering bilingual, bi-cultural content is essential for reaching both Spanish- preferred and English- preferred Hispanics.
• Multiple platforms exist for reaching the consumer via digital word-of-mouth
• Conversation trends indicate that as a whole, African Americans are interested in knowing key elements of brands
![Page 22: Black & Latino dominance on Twitter & Facebook, yet omission from Social Media Strategy](https://reader034.vdocument.in/reader034/viewer/2022051816/545b9bf9af795953128b5908/html5/thumbnails/22.jpg)
Join and follow conversations • #LATISM, #HISPZ, #BlackTwitter, @EssenceDebates
Find out more about social media and multicultural • Read: AdAge, AdWeek, PewInternet.org, Hispanicize.com,
TargetMarketNews.com, Chatterati (on TheRoot.com)
Find out who in your organization is tasked with multicultural marketing and ask them: what’s your social plan?
Identify relevant passion points for the multicultural audiences you’re targeting and KNOW them – they’ll help shape what you want to do
Don’t be afraid to test…start with a passion point
Want to get started?
![Page 23: Black & Latino dominance on Twitter & Facebook, yet omission from Social Media Strategy](https://reader034.vdocument.in/reader034/viewer/2022051816/545b9bf9af795953128b5908/html5/thumbnails/23.jpg)