The number of hours consumers spend on social media continues to rise. This fact indicates that the rules for attracting prospects and turning customers into repeat buyers are changing. Those rules no longer favor the company with the deepest pockets, that is, the company that can afford to buy the most advertising. The winner, instead, is the company that is most “fluent” in digital speak – the language of two-way social communications. And that is just the type of communication being held every minute on Facebook fan pages, Twitter, blogs and special interest forums.
Advertising in print and television serves as one-way communications that focus on getting the attention of potential buyers and trying to convince them to buy. Such self-promoting messages, however, do not require the audience to take action. In contrast, the expectations of two-way conversations in social media are that exchanges indeed be social and that the two-way exchanges be focused on assisting the buyer, through helpful direction and meaningful insights, to make good purchasing choices.
U.S. Hispanics are able to naturally deliver on the spirit of two-way social communications. They are are well positioned to excel at this role for several reasons: 1) Hispanics share a cultural heritage deepened by religious beliefs that give them a strong disposition to work consciously to act in a generous spirit, share resources and act collaboratively among communities of people – whether at home, in church, at work or online; 2) Hispanics, whether first- or second-generation immigrants, grow up hearing often-told stories of finding opportunity under difficult circumstances, and of seeking creative ways to solve challenges. This background gives Hispanics an enterprising and optimistic confidence in meeting objectives.
Latinos, then, are predisposed, from birth and by cultural ancestry, to develop the marketing mindset that is well suited for creating and managing a company’s social media conversations. According to the latest eMarketer studies, social media continues to grow as a favored communication channel for consumer and B2B businesses of all sizes. All the more reason to consider the use of the unique Hispanic cultural perspective to win social media success for your company!
Find out how a Latino social media initiative can increase your revenue stream, contact maria@koreaccess.com and visit our website www.koreaccess.com.
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